Marketing Featured South Asia

DDB and Stabilo Boss gives Phyllis Robinson her flowers for IWD

India — Stabilo Boss and DDB continue their highly-awarded ‘Highlight the Remarkable’ campaign by featuring one of their own – DDB’s first copy chief Phyllis Robinson whose legacy and trailblazing spirit lives through employees everywhere today.

The campaign tells the story of Phyllis Robinson, a remarkable woman who pioneered a number of things, not only for women but for the creative advertising revolution that she helped ignite in the 1940s. Being one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States, her ideas changed the creative industry forever.

Another such story of Robinson’s triumph is her strength during a time when men dominated the industry. While DDB founder Bill Bernbach is often credited for sparking the creative revolution, it was Robinson whose influence and contributions created DDB’s iconic works in Orbach’s, Volkswagen and Polaroid.

This year’s International Women’s Day, Stabilo Boss and DDB rightfully gives Phyllis Robinson her flowers and commemorate her spirit by continuing to ignite the empowerment of women in the workforce and their trailblazing contribution.

Roisin Rooney, chief people officer of DDB Global, said, “We’ve all heard the phrase, “Behind every great man is a great woman.” Throughout history, women have been upstaged, their actions and successes overshadowed by the men that surround them. We’re proud to partner with Stabilo Boss, using the campaign concept created by DDB Group Germany, to highlight further Phyllis’ impact on not only DDB but the advertising industry today.”

Vanaja Pillai, the project lead of the Phyllis India Project from DDB Mudra Group, says that what better way to celebrate Phyllis and her work than to create an environment that instils her spirit and her fearlessness on the ground? Pillai adds that it has been an exhilarating journey for us in India as we saw the creation and execution of the Phyllis India Project in the last two years.

“We have had a good representation of women in advertising for over a decade now, but that hasn’t translated to an equal representation in leadership. Inspired by icons like Phyllis Robinson, our efforts in the program were directed towards making sure that there are many more women who are enabled and empowered to rise to leadership, successfully. In fact, this International Women’s Day we are celebrating our first batch of graduates from this intense program, and we are so proud of them!” Pillai said.

The campaign is supported by a worldwide social campaign featuring the female leaders of the DDB network sharing what #BreakTheBias means to them.

Created by DDB Germany, the Stabilo Boss campaign has been widely celebrated with the initial campaign platform created in 2019 highlighting three remarkable women in NASA: mathematician Katherine Johnson, US First Lady Edith Wilson, and Austrian-Sweden physicist Meitner.

Marketing Featured Global

DDB shows off how effective ‘unexpected’ works are by launching a brand revamp–on a sheep farm

Auckland, New Zealand – Global advertising agency DDB has recently unveiled its latest brand positioning in demonstrating its mantra of ‘unexpected works’. The catch? The campaign is launched via a billboard which is placed on an isolated sheep farm in New Zealand.

The billboard is located in the small town of Garston, where the human population is about 100 and the sheep population amounting to about 40,000. The billboard features the web address, which leads users to the homepage of DDB toshowcasesome of their best-known campaigns globally.

Despite the ‘antithetical’ nature of the campaign launch, DDB aims to drive the message of creativity as being the most powerful when it is unexpected. This is evident in the rich plethora of campaigns the agency has worked with, from creating a broadway musical for their client Skittles, to working alongside Reporters Without Borders and sandbox game Minecraft to creating a censor-free library for journalists.

“We took this opportunity to evolve the DDB Network and refine what makes us special, relevant, and successful in this new world. Unexpected Works is our commitment to doing the best work of our lives and I’m confident it will carry us into the future while staying committed to our legacy. I’m excited to see our network come together to bring Unexpected Works to life,” said Marty O’Halloran, CEO at DDB Worldwide.

Meanwhile, Ari Weiss, chief creative officer at DDB Worldwide, commented that the formula for creating breakthrough creative work that drives business results is timeless.

“It’s how we bring that formula to life that changes on a daily basis. We’re not reinventing the wheel here. We’re simply putting more focused language around a truth that anyone who has ever worked at DDB can feel in their bones: Unexpected Works,” Weiss added.

The campaign was first unveiled to DDB Worldwide’s 10,000-strong staff around the world during their first-ever all-staff conference held virtually.

For Aditya Kanthy, CEO and MD at DDB Mudra Group, the term ‘Unexpected Works’ is not just merely a tagline but rather a promise to their clients, culture, and colleagues in a world that has been altered by the pandemic.

“Two words that mean, the best idea is the one you never saw coming and is effective. So, whether it’s a billboard in the middle of a sheep paddock in New Zealand or work like Stayfree’s Project Free Period which triggered conversations at scale around two taboo topics – sex work and menstruation, creativity is most powerful when it’s unexpected,” Kanthy concluded.

Marketing Featured ANZ

DDB Group’s Tribal Australia welcomes first-ever chief strategy officer

Australia – DDB Group’s interactive agency Tribal Australia has recently appointed Colin Jowell, former director of innovation agency KPMG UDKU in Australia, to be its first-ever chief strategy officer, to strengthen the agency’s strategic capabilities and credentials. 

Jowell brings with him over 20 years of experience in the industry. He has previously worked in management consulting firm KPMG in 2018 following its acquisition of UDKU, an innovation agency he co-founded in 2013. UDKU is one of the early pioneers of brand-led customer experience design, notably launching Airtasker in its first major campaign, 

Jowell has also led the strategy department at media company M&C Saatchi for several years in South Africa, Malaysia, and Australia. He has also worked with blue-chip clients, such as health insurance agency Medibank, financial services companies AMP and Commonwealth Bank, and The Star and David Jones on CX innovation projects

Commenting on his appointment, Jowell said, “I’ve been a long-time admirer of the DDB group – their work, their talented people, and most importantly, their culture. Tribal has been behind some of the best recent examples of brands that not only deliver their promise through customer experience but deliver exceptional commercial results for their clients. To join an agency as they are expanding their already impressive track record of growth, creativity and impact are incredibly exciting.” 

Meanwhile, David Rennie, the managing director of Tribal Australia, also shared, “Tribal has gone through enormous change over the last couple of years. We’re focused on creativity, and we have some stellar work to show for it. Now, as we get closer to our partners and solve further upstream, we are adding serious credentials to our strategic offering. Colin brings a wealth of brand and experience knowledge, and will be the key to unlocking Total Experience in Australia and the Asia Pacific.”

The agency has also announced that it has turned its attention to rolling out a new global delivery model this year, known as Total Experience, which is made up of five expert practices that can stand apart or snap together, including customer experience, spark innovation, and technical engineering, as well as create, and business consultancy.