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Posts Tagged ‘Bob Parsons’

Post-Super Bowl Op-Ed: Dear GoDaddy, Please Stop

We continue winding down our Super Bowl XLVII ad-related coverage with an emphatic plea from Harry Woods, partner/creative director at New York-based agency, Woods Witt Dealy & Sons, which has worked with the likes of CNBC, Sundance Channel, Duracell Powermat, Cheerwine and HDMX Jam Bluetooth Speaker over the years. As the headline implies, Woods has strong feelings about GoDaddy’s latest Big Game effort. Take it away, sir.

Stop. Please just stop. Please, please, America begs you. The entire world is on its knees. You’ve got a whole year, once again, to somehow figure out how to stop being such a gigantic d-bag of a company and just knock it off.

There was hope that it wouldn’t happen again this year.

On June 12, 2012, in a New York Times Media Decoder post, Stuart Elliott proclaimed hopefully that “A ‘Grown Up’ GoDaddy Hires an Ad Agency.” Not just any agency, but a good one won the pitch to wrestle the duties of making Super Bowl spots from whoever inside the GoDaddy organization was responsible for pushing the world’s face in this yearly 30-second toilet full of sexism, bad taste, stupidity, lampshade-on-your-head-but nobody-is-laughing jokes, and rich-guy-self-indulgence that company founder Bob Parsons calls “GoDaddyesque” advertising.

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GoDaddy Opts for Actual Agency Help

In case you didn’t get the news, after seven years of creating somewhat naughty, sometimes controversial and almost always silly advertising in-house, GoDaddy is heading in a new direction. As a result, the domain naming registrar/web-hosting company has hired Deutsch New York to handle ad efforts moving forward.

Regarding the Deutsch AOR appointment, GoDaddy SVP/CMO Barb Rechterman says in a statement, “We are teaming up with Deutsch because we think the team there ‘gets us’ and can help take Go Daddy to the next level. They understand our story and we think working with Deutsch is going to be an important step in Go Daddy’s brand evolution. Now is the time for a new era of Go Daddy advertising.”

The “new era” includes a GoDaddy marketing effort called “Inside/Out,” which was created by Deutsch NY (obviously) and is set to debut during the Olympics broadcast on NBC. The change in direction has earned the blessing of GoDaddy founder/CEO executive chairman Bob Parsons, who tells Stuart Elliott at The New York Times in a phone interview, “We’ve grown up now. We’re always going to be GoDaddy, but be GoDaddy in a different way.”

As mentioned, there was a review for GoDaddy that began with five agencies and wound down to three then the final two, though it hasn’t been disclosed yet as to who else participated.