Goodby Silverstein & Partners
Agencies that can drive significant organic growth are ahead of the game right now, and Omnicom’s GS&P added scope with more than half of its clients in 2023. The agency, which works with PepsiCo, Frito-Lay, Autodesk and Kraft Heinz, also retained 100% of its AOR relationships so far this year. The agency has productized some of its services, creating sprints around emerging tech and brand strategy that have often been enablers of organic growth. It’s also added a chief growth officer—Cory Berger from Grey—to design a vision for the future.
The work stood out as well with multiple Super Bowl campaigns for Doritos and Sam Adams, a reimagining of the Lunchables product for Kraft Heinz and strong B2B work that uses humor to show off why businesses should use Autodesk.
How it’s building a better agency: “We are changing to connect with consumers who are actively trying to avoid ads. This especially means helping CMOs adapt quickly and navigating the constant influx of emerging technologies like AI and AR. It’s a new kind of problem-solving creativity,” said Leslie Barrett, president and partner. “To that end, we offer Innovation Camp to help clients see how new technologies can supercharge their offerings, and Brand Camp, a six-week strategy sprint that can help CMOs thoughtfully realign their businesses. Both of those capabilities fuel mass intimacy, which is our belief that experiences should reach millions but also speak individually to the consumer.”
Mischief
Mischief’s meteoric rise through the agency world is truly astonishing. From a fledgling shop in the beginning of the pandemic to one that’s turning down 95% of its new business opportunities, Mischief has the ear of marketers—especially the 14 that handed Mischief their business without a pitch. It’s built a brand through big stunts, but over the past year it has shown off its chops for brand building for clients Tubi and Tinder, which have credited Mischief for financial success.
Mischief’s all-time retention stands at a hefty 98%, and it’s not hard to see why when the agency won the Super Bowl with its “Interface Interruption” work for Tubi and a commitment from the leadership to create an environment for employees to truly do their best work. “We have lived by the idea that if you focus on what makes you special, the money will follow. If you focus on the money, you will cease to be special,” said Greg Hahn, co-founder and CCO.