The Return of The Prodigal Son
The first time I heard Guy Bommarito’s voice was in 1992. He was just named the new ECD of a regional agency with about 100 employees in Austin, TX — GSD&M. They were Longhorns long on ambition to become a great creative agency. They were good — but Guy wanted them to be great. Like Bogusky, his commitment to attracting top talent from the best agencies in America was unwavering.
GSD&M’s creative goal was to do the best broadcast of any agency outside of NY or Chicago. At the time, great print advertising was coming out of Minneapolis and Richmond — both cities had thriving, robust ad communities. So for the first time, great work was being heavily awarded and highly recognized from outside of the major hub cities. But, the big broadcast was still being created in NY and Chicago (and to some degree, San Francisco). There were few agencies doing national TV in the regions — and what little there was didn’t match the creative level of the Print coming out of Minneapolis and Richmond.
GSD&M changed that. And Guy Bommarito was the force behind it, with the courage to act upon the vision of recruiting top talent to Austin — a fertile creative Petri dish of a city (State Capitol, State University, thriving music scene). A lot of guys talked about doing this, and a few (like Doner) were able to produce good broadcast sporadically. But, This Guy was In Love With You if you had a great reel and skin thick enough to be a creative cowboy — you were hired. So in the ensuing years, dozens of Palma people loaded up the Bekins moving van and sought gold (pencils) in them hills of the land of the Longhorns. And memorable TV campaigns followed.
Recently, Guy addressed his native Houston’s Ad Club. Here’s the video from the speech, the return of the prodigal son:
Guy Bommarito is a free-lance writer/creative director living in the San Francisco Bay Area. He is probably best known for his tenure at GSD&M where, as executive creative director, he was named to Adweek’s Creative All-Star teams twice, and Graphis magazine named GSD&M one of the top ten most creative agencies in the world. He can be reached at firstname.lastname@example.org.