DDB global creative chief Amir Kassaei: Stop categorising ideas by discipline

The global creative chief of ad agency DDB criticised the way advertising awards shows recognise the industry’s best work today.

Speaking at the Spikes Asia advertising festival, Amir Kassaei, the global chief creative officer of DDB Worldwide, said that the industry needed to stop pigeonholing ideas by communications discipline.

“Stop categorising ideas,” he said. “It’s not about a traditional, digital, direct or experiential, but the most innovative marketing solution.”

“If we refocus on the main purpose of the industry we’ll have a future,” he said, referring to the need for agencies to prove themselves in the “art of salesmanship.”