Lifelounge to be DDB’s ‘secret weapon’ to help brands get greater foothold in youth markets

DDB Group Melbourne has completed its acquisition of youth-focussed agency Lifelounge in an effort to boosts its youth and millennial skill set.

Mumbrella revealed the acquisition in March with Lifelounge co-founder Dion Appel taking over the MD role for DDB Melbourne from Lorenzo Bresciani, who departed to launch his own specialist brand consultancy.

Appel told Mumbrella Lifelounge would become the “secret weapon” for DDB, taking the lead on youth marketing challenges for clients including Telstra, Westpac and Devondale.

“There’s going to be opportunities where brands really have challenges with the youth market, they’re going to want it to be Lifelounge led,” he said. “And then we’re looking at brands who we’re working with and who are doing great work with DDB but want to establish a greater foothold with the young market and grow their audiences.”