Goodby Hires Modernista!’s Kay for Digital

Goodby, Silverstein & Partners has hired Gareth Kay as its new director of digital strategy.
Kay is shifting to the San Francisco shop from Modernista!, where he was head of planning. He served at the Boston agency for six years after moving to the U.S. from London, where he worked at Lowe.
Kay replaces Hashem Bajwa, who left Goodby in May to join TBWA as part of a clutch of “digital artists” brought in to supercharge its efforts in new media.
At Omnicom Group’s Goodby, Kay will work with chief digital officer Mike Geiger and digital development chief Matt Graves to integrate digital thinking throughout the agency. Part of the role, he said, is working with planners, along with handling various new-business and digital project chores. Another aspect of the job is to set up experimental partnerships in emerging technology companies.
“They have real commitment and passion from the founders and partners to embrace what digital means for brands and communications,” Kay said. “They’re much more willing to experiment than most agencies to try stuff out and see what works.”
Goodby has been praised for making the Web a driving force earlier than many of its peers. In recent years, it has done award-winning interactive work for clients like the California Milk Processors Board, Nintendo and Sprint. At Cannes, Goodby has won Gold Cyber Lions for Frito-Lay and Nintendo. It has also earned praise for Sprint’s “Now” campaign, which began as an interactive widget.
“They’ve made the digital idea the heart of a campaign,” said Kay.
Kay begins work at Goodby on Monday.