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Metamorphosis
October 15, 2007, 2:12 am
Filed under: Digital Strategy

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Harold Sogard, Vice President of Goodby Silverstein and Partners presenting “Traditional and Digital- Unbundled” at the iMedia conference. His focus is not how they took a ‘nice piece of Australian business’ (his words), but how the company best known for amazing TV and print work turned around perceptions and won serious kudos and recognition as a digitally lead agency in just over a year.

How did they make so dramatic a change? Well watch here.

As a summary:

  • “No digital?- Go away”
  • In 2005 18% of work was digital compared to 83% traditional
  • By May of 2007 it was 50/50
  • the focus on digital increases the agency’s ‘hit rate’
  • in 2005 the success rate for pitches was 37% and 51% in 2006
  • in 2007 55% of their work is digital and they have won $2 billion dollars of new business as a result of the changes made
  • well worth a 55 minute investment!

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