"I told them, 'If you want to work here, you
have to be able to do all these things,'" Goodby said, referring to the wide variety of new media devices. "I told them, 'You have to be our eyes and ears into the new world." In addition to hiring
109 new people with interactive backgrounds, today, roughly 54% of Goodby's work is largely based on the Web. In May 2005, that figure was 17%.
The agency's endeavor to change resulted in a flurry of new clients, as well as the retention of old ones. Goodby expanded its "Got Milk" campaign with an interactive Web site and advergame, while producing video ads with celebrities Vera Wang and Jay-Z for HP. In all, the agency added $300 million in billings in 2006; earlier this month, the shop won Sprint Nextel's account, which could represent some $1.2 billion in media spending, and then Hyundai North America, worth some $600 million, doubling the Omnicom Group unit's total billings.