Here's why Jeff Goodby and Rich Silverstein’s advertising MasterClass is worth taking—even if you’re not a marketer:
“It made us take stock about what we’ve learned over a lifetime of doing this stuff,” Goodby said. “And you don’t do that unless you have to think about it.”
"I think we look back and say boy have we had some really good people in the company,” Silverstein said of GS&P."This is the university of advertising that you get paid to go to and you learn something...I think we’re most proud that this is the big bang of advertising.” The course is also a masterclass in persistence. In a lesson titled “working with brands,” they talk about how long it took to successfully pitch an idea for Budweiser about a donkey that wanted to become a clydesdale. Goodby recalls trying to sell the concept three years in a row until finally they got the cost down to half a million dollars. Ultimately, the agency ended up producing it themselves and it was a hit during the Super Bowl that year.
“We know that magic is an illusion but we’re still fascinated by how you do it,” Schriber said. “And advertising as a profession is something that's still pretty mysterious. There are insiders that get how it works and then there are the rest of us who see great work but don’t know how the magic get done.”
In the case of Goodby and Silverstein, the pair came over-prepared. Schriber said Goodby showed up on the first day of filming with a six-foot-long series of papers filled with ideas that “rolled down onto the floor and towards the camera.” “What we find is a lot of the instructors are already at a place where they feel compelled to pay it forward,” Schriber said. “They maybe wish they could be mentoring more people or put pen to paper and do an autobiography, but that’s not something they can do.”
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