Was GSD&M Not Cool Enough For The Sexy Side Of Chipotle's Business?

Hmm. Was Austin-based GSD&M not cool enough to have been chosen by Chipotle to handle the chain's branding and original programming (think Farmed and Dangerous) efforts? Apparently not. But it would seem they are cool enough to handle the brand's traditional advertising efforts (think ads and media), as they were just awarded that component of the brand's account. Of choosing GSD&M, Chipotle CMO Mark Crumpacker said: “Our approach to marketing relies on an integrated effort between our internal creative group and a select team of specialized agencies. We have a well-developed vision for our brand, but we are always looking for fresh approaches to our marketing. Right now, we are looking to strengthen our more traditional advertising and we are excited that GSD&M will be joining our team to help with that effort.” We have a sneaking suspicion, however, that GSD&M wishes it scored more of the sexier, Back to the Start/Farmed and Dangerous side of the business. But we're sure GSD&M isn't complaining about what will mostly likely be a hefty slice of the brand's $54 million marketing budget.

No doubt you have all been watching "Mad Men" religiously, right? Or at least reading Barbara Lippert's stellar Mad Blog on the topic. And by now, you've realized McCann Erickson is increasingly becoming the star of the show. If you haven't seen this year's season finale, you will understand why once you do. Did you know that according to Kontera, 29% of all McCann Erickson-related media consumption over the past three months occurred in a single day this past Monday? That's a big slice of earned media in just one day! And we're told the agency is going to take full advantage of its increased presence on the show and in social media when the show returns next year for its final 7 episode. Stay tuned.

Chicago and New York ad man Ralph Rydholm, who once saved the P&G budget (literally, by taking the report with him) when he had to bail out of a plane that had a malfunctioning engine on the runway, died this past Saturday at 76. For over 40 years, he helped build up J. Walter Thompson as well as did stints at Ted Bates and Tatham. He was also chairman of the 4A's for a bit as well. Of working with him at Tatham, writer Rachel Baron said, “Ralph made it safe to play around and try things. You could bring in the craziest ideas. And while he might tell you at the end they were crazy and impossible, he would always enjoy it. It was never an atmosphere of fear, and that ability to laugh at everything made everybody feel better and the creative process went on.”

Well while the advertising profession is still perceived by most as just a hair less shady than car dealers and lawyers, the business is still a place many people strive to be part of. Well, at least within the insular world of freelance networking company Working Not Working which just completed a survey of places its freelancers "would kill to work." On the list  are BBDO, BBH, Pereira & O'Dell, 72andSunny, Barton F. Graf 9000, Venables Bell & Partners, Mother, 360i, Wieden + Kennedy, and Goodby. Of course the list is also filled with plenty of non-agency places like Patagonia, Red Bull, Space X, Tesla, The New Yorker, Apple, Buzzfeed, NASA, Facebook, Dropbox, Disney, Cartoon Network and others.

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1 comment about "Was GSD&M Not Cool Enough For The Sexy Side Of Chipotle's Business?".
  1. Conan WhatisBestinLife from Anon , May 30, 2014 at 11:37 a.m.
    What a negative spin on something very positive for all the folks involved. Chipotle is a great company; to be involved in helping them do what they do is a great opportunity, in any capacity.