GS&P Hires Two New Creative Leads for the BMW Account

Matt Edwards and Wes Phelan formerly led Adidas Originals at Johannes Leonardo

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Goodby Silverstein & Partners welcomed two new creative leads on the BMW account the agency won last March, following a review that included finalists Wieden+Kennedy, Droga5, Anomaly and Hill Holliday.

Matt Edwards and Wes Phelan have joined GS&P as creative directors overseeing BMW. The creative duo left Johannes Leonardo, where they oversaw creative on the global Adidas Originals account, to found agency last June. Edwards and Phelan led work on the “Original Is Never Finished” campaign, which won the Entertainment for Music Grand Prix at the 2017 Cannes Lions International Festival of Creativity, two Grand CLIOs (fashion/sport) and the Gold Global Effie. In 2017, they were also named to Adweek’s Creative 100 list.

“We loved the adidas Originals campaign so much that we knew we needed to have the minds that created it at GS&P,” GS&P chief creative officer Margaret Johnson said in a statement. “Matt and Wes continuously strive to connect audiences with brands in a unique and memorable way, and we know they’ll do great things.”

“After doing such iconic work for another great German brand over the last few years,” GS&P co-founder Rich Silverstein, added, “we felt they would be great leaders on another extremely recognizable German brand, BMW.”

Edwards and Phelan’s hiring follows the arrival of designer Benny Gold earlier this month and the return of both executive creative director Jim Elliot to lead Comcast in October and agency alum Adam Reeves as director of innovation in July.

GS&P says it has been in a period of growth since last year that included bringing on 150 new hires, including 45 in the creative department. In addition to BMW, GS&P added new accounts during 2018 and the tail end of 2017 that included Liberty Mutual, Credit KarmaOne Medical and Pepsi, for which the agency created the “More Than OK” Super Bowl ad featuring Steve Carrell, Lil Jon and Cardi B.

@ErikDOster Erik Oster is an agencies reporter for Adweek.