The Goodby House of Poetry: How an old agency adapted to a new world

Geoffrey Precourt

Geoffrey Precourt is reporting from New York throughout Advertising Week 2009.

Read his latest stories and analysis at
warc.com/precourt

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St. Helena is the prototypical Victorian village in California's Napa Valley. It's a land of sun, grapes, warmth, and a very odd home.

In the summer of 2009, Jeff Goodby, the co-founder and co-chairman of San Francisco agency Goodby, Silverstein & Partners put to practice an idea that he'd sketched out on a computer screen during a flight much like the one that brought him to the 2009 Association of National Advertisers' annual Agency/Client Forum.