Michael Goodnough Launches New James Howard Agency
The shop will operate under the James Howard name and be based in Lyndhurst, NJ. It will target New Jersey-area companies for business. New Jersey accounts for 10 of the 50 largest advertisers nationwide.
"To attract clients, the company plans on aggressively pitching ideas developed on speculation to area companies with existing agency relationships," a statement from James Howard said.
"Large agencies typically shun this type of approach unless the potential client is formally in review," the statement continued. "In formal pitches, agencies can spend upwards of $1 million to woo a client."
Goodnough was senior vice president and director of interactive at DraftWorldwide, New York. He left the agency in May 2000. DraftWorldwide is part of the Interpublic Group of Cos. Inc., New York.