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Arts & Entertainment

New Business: The Machine at Maximum Speed

Jeff Goodby & Rich Silverstein

Lesson time 7:23 min

Find out the great lengths Jeff and Rich have gone to win new clients, including an inspiring story where Jeff took a big chance on getting BMW’s attention.

Jeff Goodby & Rich Silverstein
Teach Advertising and Creativity
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.


- New business is a chance to remake everything. I think that means remake you and remake the client. It's a chance to start over. - It's also the most fun we have. And you won't believe it. But pitching new business and getting new business-- it's like Christmas every time. And I'm Jewish. - [DRUM ROLL] Man, new business is the most important part of a company. And it's the most important part of what you will contribute to a company in many ways, because there's a new energy every time you pitch a piece of business. - It's electric. It is the most exciting part of the entire industry, because there's no right or wrong. You're just doing it. You're doing it with your old heart and your passion. And you go, my god, this is great. How could they not buy it? They don't always buy it. - It's always a chance to reintroduce yourself to the world as a company too, which is really cool, you know, because when we do a new business now, we think what are they not going to see from the other companies? We try to go, this company is going to do this-- this company is going to do this. These guys will probably do that. And we tried to show them what they're not going to see. - Another way is I just love the story, "The Emperor's New Clothes," because we get to look at the brand and go, boy. - - They're naked. MAN 1: But we-- - And how are we going to fix that? - We're valuable at that. - I think so. We have fresh eyes. Now, all the other agencies have fresh eyes. It's just that we're going to beat the hell out of them. - We get very competitive about this. And you have to be, because the decision-- actually the first decision is what are you going to pitch, because we get offered all kinds of opportunities. The accounts that you pitch and win, and the accounts that you lose actually affect the future of your company. Like, it changes your client list. It can bring people up or down. These are big decisions. Like, sometimes, you go, wow, what will happen if we get this account? Is it going to be good for our company? It's an enormous account. But is it a good idea? I mean, because big accounts change companies. You suddenly have a whole different group of people that are working here. - Then there's the whole set of tools for new business to get new business. Oh, my god. Every meeting is a meeting to lose, not to win. All right. - That's a very good way to put it. - Yeah. We always had them meet the people who will really be working on the business. It's not a bait and switch. It's not-- Jeff and I do not do all the pitches-- uh, ah. Only the people who are really going to work under the count are in that meeting. You might have a chance to meet him three times before they pick an agency. Everyone is like, full bore. We're going to make that great. - When we pitched save that big game company, they had hundreds of games on the market. ...

Create the big ideas of tomorrow

As the minds behind the “got milk?” campaign, the Budweiser lizards, and countless other ads that have permeated pop culture, Jeff Goodby and Rich Silverstein never stop reimagining the possibilities of advertising. Now they’re sharing how they make the beautiful and edgy work that’s seen by millions. Learn how to come up with great ideas, tell funny and compelling stories, and dazzle at your next pitch or presentation.


Students give MasterClass an average rating of 4.7 out of 5 stars.

I took so many notes throughout the whole course! So many gems to help me think about how to run my business.

Enjoyed the discussion. I have worked with about 10 agencies throughout my corporate career. Liked the approach. For people starting out- would recommend adding a little more about process and integration of team members in the business. Go more in depth.

Jeff Goodby and Rich Silverstein remind us of the advertising business's seriousness, and of its fun. -- | April 27, 2020

I'm studying communication design and found this masterclass absolutely fascinating. 10/10 would recommend to any creatives.


A fellow student

There's something very critical to winning over a client he mentioned in this lesson but did not emphasize on. A normal agency would send BMW a portfolio of their work, their clients, and their achievements/rewards. This is typical and does not come with any personalization or uniqueness. What he did was come up with a fully customized website that showcases their work, focusing on the automotive work they've done (because this is what the client is most interested in). It showed the client personalization, commitment, and how serious the agency was in winning over BMW. Conclusion: When you want to win a client, don't just email them your work. Take the extra mile and build a unique experience for them that will resonate with them, and trust me, even if you don't end up winning them over, they will on more than one occasion, recommend your agency to someone.

Stuart G.

Lose the stuff the client is not liking, I've been their with my agency in Grafton, New South Wales, Australia. We've pitched for jobs with some great creative ideas (witch we believe will work) and the client rejects it, it's difficult.

Matt C.

This is one of my favorite lessons! It would be really cool to see an actual client pitch by Jeff and Rich. I'd love to be a "fly on the wall" while they pitch a campaign to a client.

D C.

The only disappointment i have, i killed the entire class for a few hours on one breath...and i need more!... Absolutely love you guys! Content is engaging, fun, appiels straight to some major points in advertising business. I completely agree, that Advertisement evolved into one of the ways of communication with modern society and we capable to use it for a good cause. Also, i really enjoyed all the selection of cases in this class.

Wendy P.

What a fantastic class!! I can't wait to simmer on the nuggets of knowledge learned!

Melanie L.

The key part of this lesson " What's your problem - what are you guys thinking about nowadays" you have to come to the table with a tailored solution...this is great no matter what business you're in. Bravo.