In this interview, Derek Robson, President and Managing Partner at Goodby Silverstein & Partners in San Francisco, details his career trajectory and what it means to lead a technologically driven and strategic creative agency today. He discusses how advertising’s definitions have changed over time as well as how and why advertisers’ content needs to adhere to truths that resonate with people. In addition to explaining how agencies negotiate innovative ideas with their clients, Robson gives examples of how advertisers can use technology to approach social issues in creative ways. As a UK native, Derek explains what he sees as the key differences between American and British advertising before discussing the relationship between advertising and culture. He describes the Levi’s Flat Eric campaign, his favorite piece of work from his career. To conclude, Robson advises professors to inspire curiosity, students to seek out their passions, and advertisers to be more authentically inclusive.

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Launched on MUSE
Open Access
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