Workbook Radio

In 2023, Goodby Silverstein & Partners created the Doritos Super Bowl spot featuring Jack Harlow, Missy Elliott, and Elton John.

On this episode, I sat down with GS&P’s Chief Creative Officer and Partner, Margaret Johnson, to talk all things Super Bowl. It’s a behind the scenes into what it takes to get from concept to the big game, and beyond.

About Margaret Johnson:

Margaret is a 25-year veteran of GS&P and leads the agency’s Creative department, a position she assumed in 2015 after being named a partner in 2012. In 2016 she was named the agency’s first Chief Creative Officer.

Under her leadership, GS&P was named the “Most Innovative Advertising Agency” and the 36th “Most Innovative Company” in the world by Fast Company in 2021, “Agency of the Year” by Campaign and Forbes with Ad Age picking the agency as a runner-up to “Agency of the Year” in 2019 and 2020. In 2021 Ad Age crowned Margaret “Chief Creative Officer of the Year” and Campaign named Margaret “Creative Person of the Year.” Over the years, she has been recognized as one of the industry’s top chief creative officers by Forbes, Business Insider, Adweek and The Drum.

Margaret serves on the board of the One Show, was a founding member of the 3% conference and co-founded non-profit Daughters of the Evolution with her daughter, Vivian, who was nine years-old at the time. In 2019, the non-profit created Lessons in HerStory, an app that was launched at SXSW and uses augmented reality to celebrate stories of women typically omitted from history textbooks. Over the past year, the app won every coveted creative award, including Gold Cannes Lions and the prestigious White Pencil at D&AD.

About GS&P:

We are a creative company that puts people at the center of everything we do. We work with both clients and consumers in an atmosphere of honesty and truth, wiping away preconceptions and learning together.  

Our mission is to create experiences that reach millions and even billions, but seem to speak only to you. We call this effect mass intimacy.

The smarter, braver work that results from this approach brings people closer to our clients’ businesses, gets them to care, and urges them to take action. Because great work is only great if it reaps results.

On this episode, The Martin Agency's first ever Chief Revenue Officer Tasha Dean talks about the The 50/50 Initiative, a pledge made by the agency to hire, "a minimum of 50% creative talent from underrepresented groups with regards to gender, race, ethnicity, ability and LGBTQI+ for all video content production."

In part 2, Tasha talks about the search for diverse talent, what’s ahead for Martin, how commercial artists can embrace the “beyond the reel” mentality, and leaning into risk.

About Tasha Dean:

Tasha’s a human springboard. She never backs down and always finds a way—and you can’t help but want to do the unimaginable with her. As Chief Revenue Officer (and former EVP and Head of Production) at The Martin Agency, Tasha’s fingerprints and tenacity are etched in how they create content at the speed of culture in partnership with SuperJoy—a 360 creative playground for all sorts of makers and bright minds. Her client roster over the years includes global brand such as: Nissan, Visa, Apple, Gatorade, McDonald’s, Michelin, Kraft, Johnson & Johnson, H&M, Travelers and Accenture. She has also received accolades from Cannes Lions, One Show, Webbys, Clios, ADDYs and the London International Awards.

On this episode, The Martin Agency's first ever Chief Revenue Officer Tasha Dean talks about the The 50/50 Initiative, a pledge made by the agency to hire, "a minimum of 50% creative talent from underrepresented groups with regards to gender, race, ethnicity, ability and LGBTQI+ for all video content production."

In this part 1, Tasha talks about how the Initiative came about, striving to, “see beyond the reel,” and the fine line between ticking boxes and true accountability.  

About Tasha Dean:

Tasha’s a human springboard. She never backs down and always finds a way—and you can’t help but want to do the unimaginable with her. As Chief Revenue Officer (and former EVP and Head of Production) at The Martin Agency, Tasha’s fingerprints and tenacity are etched in how they create content at the speed of culture in partnership with SuperJoy—a 360 creative playground for all sorts of makers and bright minds. Her client roster over the years includes global brand such as: Nissan, Visa, Apple, Gatorade, McDonald’s, Michelin, Kraft, Johnson & Johnson, H&M, Travelers and Accenture. She has also received accolades from Cannes Lions, One Show, Webbys, Clios, ADDYs and the London International Awards.

On this episode, The Martin Agency's first ever Chief Revenue Officer Tasha Dean talks about the The 50/50 Initiative, a pledge made by the agency to hire, "a minimum of 50% creative talent from underrepresented groups with regards to gender, race, ethnicity, ability and LGBTQI+ for all video content production."

In this part 1, Tasha talks about how the Initiative came about, striving to, “see beyond the reel,” and the fine line between ticking boxes and true accountability.  

About Tasha Dean:

Tasha’s a human springboard. She never backs down and always finds a way—and you can’t help but want to do the unimaginable with her. As Chief Revenue Officer (and former EVP and Head of Production) at The Martin Agency, Tasha’s fingerprints and tenacity are etched in how they create content at the speed of culture in partnership with SuperJoy—a 360 creative playground for all sorts of makers and bright minds. Her client roster over the years includes global brand such as: Nissan, Visa, Apple, Gatorade, McDonald’s, Michelin, Kraft, Johnson & Johnson, H&M, Travelers and Accenture. She has also received accolades from Cannes Lions, One Show, Webbys, Clios, ADDYs and the London International Awards.

In this extended episode, we wrap up our 2022 standing out in a saturated market panel. Workbook’s Heidi Goverman ends on the subjects of social media and portfolio reviews with Senior Art Dir Jason Gan, CD Jana Jarosz, and EP Dir. of Production Michael Kaminski. 

About the Panelists:

Jason Gan is a 2021 Adweek Creative 100. He started his career as an intern while still in school at space150, Mistress, WFT Creative and The Fantastical. After graduating he quickly moved into an Art Director role at Arnold Worldwide working with companies Progressive, Carnival, Avocados From Mexico, Santander Bank, National Association of Realtors.

Jason then moved to Goodby Silverstein & Partners working on Adobe, BMW, Doritos, Pepsi and HP before landing in his current role as Senior Art Director with Droga5.

Jana Jarosz is a hybrid creative thinker, maker, designer.

Whether working to shift the boundaries of inclusivity, diversity, and cultural standards to build a brand with a social impact point of view across all platforms or creating content by hand and by pixel, Jana’s working process celebrates the agility of design thinking applied to ideas, a disciplined curiosity, and the joyful spirit of endless innovation—from the post-it with the big idea to the social posts.

After content creation hours, Jarosz spends her time sharing her creative expertise with students at CUNY’s City Tech, Manhattan’s only full-time night high school, and with creative-preneurs at the New Museum’s tech incubator, New Inc.

Michael Kaminski is the EP, Director of Production at JUICE Pharma Worldwide, and leads the agency’s internal B12 Studio.

Well versed in creating content while making an impact, it’s no surprise that you can find him mentoring students in the NYC SALT program or teaching photo & video workflow at SVA when he’s not busy meeting client deadlines.

About the Panelists:

Jason Gan is a 2021 Adweek Creative 100. He started his career as an intern while still in school at space150, Mistress, WFT Creative and The Fantastical. After graduating he quickly moved into an Art Director role at Arnold Worldwide working with companies Progressive, Carnival, Avocados From Mexico, Santander Bank, National Association of Realtors.

Jason then moved to Goodby Silverstein & Partners working on Adobe, BMW, Doritos, Pepsi and HP before landing in his current role as Senior Art Director with Droga5.

Jana Jarosz is a hybrid creative thinker, maker, designer.

Whether working to shift the boundaries of inclusivity, diversity, and cultural standards to build a brand with a social impact point of view across all platforms or creating content by hand and by pixel, Jana's working process celebrates the agility of design thinking applied to ideas, a disciplined curiosity, and the joyful spirit of endless innovation—from the post-it with the big idea to the social posts.

After content creation hours, Jarosz spends her time sharing her creative expertise with students at CUNY’s City Tech, Manhattan’s only full-time night high school, and with creative-preneurs at the New Museum’s tech incubator, New Inc.

Michael Kaminski is the EP, Director of Production at JUICE Pharma Worldwide, and leads the agency's internal B12 Studio.

Well versed in creating content while making an impact, it's no surprise that you can find him mentoring students in the NYC SALT program or teaching photo & video workflow at SVA when he's not busy meeting client deadlines.

Back in October, Workbook SVP Heidi Goverman hosted a panel with APA New York to ask Creatives: How can commercial artists stand out to creative buyers to get work seen, recognized and ultimately get hired in 2022? 

In first part, Heidi talks website dos and don'ts with panelists Jason Gan (SAD, Droga 5) Jana Jarosz (CD, FCB Health), and Michael Kaminski (EP, Dir. of Production, JUICE Pharma Worldwide). 

About the Panelists:

Jason Gan is a 2021 Adweek Creative 100. He started his career as an intern while still in school at space150, Mistress, WFT Creative and The Fantastical. After graduating he quickly moved into an Art Director role at Arnold Worldwide working with companies Progressive, Carnival, Avocados From Mexico, Santander Bank, National Association of Realtors.

Jason then moved to Goodby Silverstein & Partners working on Adobe, BMW, Doritos, Pepsi and HP before landing in his current role as Senior Art Director with Droga5.

Jana Jarosz is a hybrid creative thinker, maker, designer.

Whether working to shift the boundaries of inclusivity, diversity, and cultural standards to build a brand with a social impact point of view across all platforms or creating content by hand and by pixel, Jana's working process celebrates the agility of design thinking applied to ideas, a disciplined curiosity, and the joyful spirit of endless innovation—from the post-it with the big idea to the social posts.

After content creation hours, Jarosz spends her time sharing her creative expertise with students at CUNY’s City Tech, Manhattan’s only full-time night high school, and with creative-preneurs at the New Museum’s tech incubator, New Inc.

Michael Kaminski is the EP, Director of Production at JUICE Pharma Worldwide, and leads the agency's internal B12 Studio.

Well versed in creating content while making an impact, it's no surprise that you can find him mentoring students in the NYC SALT program or teaching photo & video workflow at SVA when he's not busy meeting client deadlines.

About the Moderator:

Heidi Goverman began her tenure with Workbook in 2014 as the West Coast Regional Representative and is now Senior VP of Development and Client Relations. At Workbook Heidi introduced the popular FaceTime (now ScreenTime) portfolio events, produces panel events as well as the Workbook webinars Where Are We Now series and Minding Your Own Business. Heidi is a talker but also a good listener who likes to solve problems and connect people.

About APA NYC:

APA is a non-profit trade organization built by photographers for photographers. Now in our fourth decade, APA exists to provide business tools and creative inspiration which help photographic artists of all levels run a smarter, more creative, and profitable business.