Steve Simpson Creative Director/Partner, Goodby, S

Steve Simpson Creative Director/Partner, Goodby, Silverstein & Partners

Stepping back after a year and half of dot-com frenzy, agencies now need to stop being freelance comedians and get back to being real business partners. Don’t get me wrong, I love comedy. Much of what we do around here is comedic. But so much of the work we’ve seen has been gratuitous. At a point, you think, why should I not hire a group of eighth graders to come in and tell each other fart jokes? We’d get a couple of campaigns out of it.