Goodby Silverstein’s NY Outpost Lands First Major Account

Newspaper chooses agency in a moment of symmetry

In a nice symmetry with its San Francisco parent, Goodby Silverstein & Partners’ Manhattan office has landed The New York Post as one of its first clients, reminiscent of the West Coast agency starting out with the San Francisco Examiner in the late 1980s.

The agency prevailed in a creative review for a new campaign over competitors like The Martin Agency and the New York offices of McCann Erickson, Young & Rubicam and Deutsch, sources said. The New York Post hasn't had a creative lead agency in recent years but has worked with agencies like the former Kirshenbaum, Bond + Partners and McCann.

“It’s our first big win in New York, and it doesn’t get any more New York than this,” said Nancy Reyes, the managing director of GSP N.Y., which opened in January 2013. Along with the New York Post, it works for Comcast’s Xfinity and pro-bono account Rock the Vote.

GSP’s new work is expected to break in the next couple of weeks and will include digital, out-of-home and experiential elements.

The win follows GSP N.Y.’s hire in May of executive creative director Paul Caiozzo, who helped lead the New York Post pitch. The addition of Caiozzo, who has done stints at twofifteenmccann, Crispin Porter + Bogusky and Cliff Freeman, follows the departure of GSP N.Y.’s founding creative head Christian Haas. In bolstering GSP N.Y.'s creative ranks, the agency also hired Caiozzo's former partner Nathan Frank as creative director. Most recently he was chief creative officer at design-driven pharma company Help Remedies and has also worked at Saatchi & Saatchi, BBH, Taxi and Cliff Freeman.

GSP N.Y. also just brought on Conner Huber, the former global director of strategy on Chevrolet at Commonwealth, as head of brand strategy. (GSP was a partner, along with McCann Worldgroup, in Commonwealth until March 2013, when the Interpublic agency took over from GSP.)