In a change driven by the marketplace, Goodby, Silverstein & Partners in just a few years has transformed itself from a shop known for its innovative TV and print work to one helping lead the way with new media. "We're talking about going out and winning more awards for interactive than anything else they do," said Paul Venables, an ex-Goodby CD who is founder of Venables Bell & Partners, San Francisco. "That's a true transformation."

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