‘God’ Gets a New Creative Voice




SmithAgency.com Installs N.Y. Vet Isaacs
ATLANTA–SmithAgency.com has named Shelly Isaacs senior vice president and executive creative director.
The appointment makes Isaacs the new creative force behind the award-winning “God speaks” outdoor ads. The series’ “second phase” will break in February, said Jim Lobel, the Fort Lauderdale shop’s president and chief executive officer.
The 51-year-old Isaacs replaces Andy Smith and Charlie Robb, who were fired when it was discovered they were planning a book based upon the “God” ads. They opened a Fort Lauderdale shop, Smith & Robb, in December.
Isaacs has an extensive backgroung in promoting the entertainment industry. He spent 10 years at Lois USA in New York on the HBO, ESPN and ABC Sports accounts. Isaacs also collaborated on the ad campaigns for movies like Superman, Aliens and Oh, God!
“My entertainment experience helps in crafting these messages and finding what compels a specific audience,” Isaacs said. “The way I see it, it’s like I’m God’s ventriloquist dummy.”
Lobel and Isaacs were coy about the next “God” campaign, for which the client has never been revealed. They said it would be “graphically different . . . more focused on a specific segment of society . . . hopefully multimedia, including TV.”