Goodby Nabs Tribal Exec

NEW YORK Tribal DDB executive Mike Parker has left the agency to join fellow Omnicom Group shop Goodby, Silverstein & Partners as director of digital strategy.

In his new role, Parker will help develop the San Francisco agency’s digital capabilities and boost its expertise in online advertising, mobile marketing and search strategy. He reports to Goodby managing partner Derek Robson.

Parker, 35, spent nearly a decade at DDB, the last six years with i-shop Tribal DDB, most recently running its Canadian operations. Earlier in his career, he spent two years at Cathay Pacific Airways.

Goodby was attractive for its commitment to making digital services an integral part of all campaigns, rather than viewing them as add-ons to traditional pushes, Parker said.

“They’ve resisted the direction of many agencies that are setting up separate digital divisions,” he said. “To me that seems like it makes sense. It seems like the future for me.”

In the past two years, Goody has morphed from a TV- and print-centric shop to boast digital as a core offering. It worked with Google on a Saturn push that used the Internet giant’s satellite mapping capability, and it took home three gold Lions at Cannes last year for interactive work done on behalf of Comcast and the California Milk Processor Board. Parker said half of Goodby’s output is now digital in nature.

“We say as an industry that we want to get to great ideas and let them live over many channels and be media neutral,” Parker said. “It’s easy to say that, but it’s difficult to do if you’re in your own specialty.”

Unlike Crispin Porter + Bogusky, another agency often admired for its nontraditional capabilities, Goodby probably won’t bring much interactive production in-house. While producing Web sites and applications gives shops more control over the final product, it can also produce repetitious work, Parker said.

“Every time you come up with the idea you have a tendency of delivering a similar kind of product,” he said.