Creativity / Commerce / Culture
Fall 2009
VCU Brandcenter Friday Forum
Nov. 20 / 11am - 12:30pm / VCU Student Commons Theater / 907 Floyd Ave.
Topic / Do ads matter?
Descriptor / Rafi and Jamie will let you know whether a life in advertising can be a life well spent.
Jamie Barrett
Creative Director / Partner / Copywriter / Goodby, Silverstein & Partners
Jamie began his advertising career in 1986 as a junior account person at Fallon McElligott in Minneapolis. He was pretty lame at that job, and after a year or so, he switched to become a copywriter.
In 1990, he left for Portland, Oregon where he began an eight-year run at Wieden + Kennedy. There he wrote famous and award-winning Nike work for Michael Jordan, Charles Barkley, Andre Agassi, Pete Sampras, Tiger Woods, and the Atlanta Olympics. In 1996, he was named the lead creative director on the Nike business.
In 1998, Jamie joined Fallon, NY as a Partner and Executive Creative Director. Within two years the shop had won four Cannes Gold Lions, and its billings had quintupled to $250 million. In 2000, Jamie was named Adweek’s National Creative Director of the Year.
In January 2002, Jamie checked with his wife and found they had three children under the age of two. Together, they made the decision to leave New York City and relocate to Goodby, Silverstein & Partners in San Francisco. In his first four years there, Jamie developed award-winning work for Saturn, eBay, HBO, the Oakland A’s, and Comcast. In 2002, his Saturn “Sheet Metal” commercial was awarded Commercial of the Year by both Adweek and Advertising Age. In 2004, his eBay work was awarded Campaign of the Year by the Association of Independent Commercial Producers (AICP). In 2005, Comcast was named Adweek’s National Campaign of the Year. In 2006, Jamie was named one of Creativity’s Top 50 creatives and Goodby, Silverstein & Partners was honored as 2006 Agency of the Year by both Adweek and Creativity magazines. In 2007, Jamie was again named one of Creativity’s Top 50 creatives and Goodby, Silverstein & Partners was honored Agency of the Year by Adweek, Ad Age, and Boards magazine.
Jamie is a Partner and Creative Director on Comcast, Doritos, Cheetos, the NBA, and Quaker Oats. He is also a rapidly fading squash and tennis player who complains constantly about a bad back.
Rafi Kugler
Creative Recruiter / Goodby, Silverstein & Partners
Rafi began his advertising career in 1996 as an Assistant Media Planner at Goodby, Silverstein & Partners. It was appealing to him because it required a love of media, and was one of the few positions one could get right out of college. Little did Rafi know that he would continue his media planning journey for another 5 years at two other ad agencies.
One of these agencies was called “Black Rocket”—a much smaller spin-off of GS&P, but with the same mindset of creating memorable work. It was there that Rafi got a taste of copywriting when he successfully named a flavor of Ben & Jerry’s ice cream; “Peanut Butter Me Up.” It was a Peanut Butter flavored ice cream with caramel chips. Brilliant.
Unfortunately, in 2002 the dot.com bubble burst and with it came layoffs across the board. Rafi was one of them and found himself out of work for a few months until he called everyone he knew back at his old GS&P stomping grounds. He was able to land a position as a Creative Coordinator—essentially, an intern that assisted anyone who needed an image, book, or some random request like snapping a photo of the inside of a funeral parlor. True story.
His role led to a position as a Creative Assistant to Partner / Creative Director, Jamie Barrett—handling both administrative duties for Jamie as well as writing for real projects such as Cal Berkeley Football, the Comcast pitch, and even a video of what life would be like if Sarah Palin were President. Let’s think about that for a moment. Phew. The relationship between Rafi and Jamie was very collaborative; a marriage, if you will, between two very heterosexual males.
Then, at the end of 2008, an opening for a Creative Recruiter opened up and Jamie thought Rafi would be perfect for it. And well, he was right. Rafi loves working with people and has developed a keen eye for smart work. Also, his 10 years total at the agency make him a perfect Ambassador of Goodby, Silverstein & Partners. Rafi also rounds out the recruiting trio of Linda Harless and Zach Canfield; both seasoned creative recruiters. All together, they make up one of the best recruiting teams in the country. Heck, maybe even the world. Can we say that? I think we can.