Hasta La Creative!

His name is synonymous with advertising genius. Got Milk? That’s his. There Can Only Be One. That’s also him. Now, Jeff Goodby backs Pepsi. He’s also launching an online “Twitter-centered” campaign. To all the advertising geeks reading this, if there was any doubt in your mind about going digital, then let this be your reassurance. If this man is doing it, you damn well better.

In times like these, we need a quote from the man himself. “I like big fonts,” Goodby said.

He’s obviously referring to his 117 year-old Victorian house. That’s really the topic here. Goodby has inspirational and evocative words painted on the outside and inside of his house, words that evoke what takes place inside.

It’s this house that seems to have played a part in Goodby’s digital switch. See, he needed someone to paint the words on the house, and it was done digitally. Upon completion, Goodby created a Web site: www.poemhouse.org and promoted it on Facebook. The rest, needless to say, was history. Once captured by the blogging fanatics, publicity instantly ensued: Tweets, re-tweets, traffic, publications, you name it.

If this is not a prime example of digital prosperity, then I don’t know what is. This small event exemplifies the marketing shift occurring today. The shift that more agencies, like Goodby, Silverstein & Partners, have adapted should be adapted elsewhere. The key here is versatility. The new wave of advertising professionals are versatile (like me!! ):  They take classic technique and weave in a digital mind-set. They are more marketable and more valuable. Now, if more could firms could see that value, maybe we could even afford to live off of it.

Rena Prizant is a Copywriter, Ad Creative, SEO Gal, and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.