‘People are highly unreasonable’: DDB unveils new business plan
DDB has announced its plans to create “unreasonable growth” for brands, arguing the advertising industry is being held back by clinging to old ideas about how people make decisions.
The agency said it had invested more than $1m into its new “thinking and tools”, which has already found success with the likes of Expedia, McDonald’s and Volkswagen.
The new positioning for the agency was pioneered by DDB Australia and New Zealand and is based on the idea that “we are living in a low to no-growth world” and the “unreasonable snowball” – where consumers act on emotions rather than logic – was gathering momentum, DDB Australia’s managing director of strategy and innovation, Leif Stromnes said.
I’m sure that all sounded great at the weekend away day, but how about they concentrate their time on getting to better work and then worry about how they market themselves
Guess the $1m investment is repurposing old case studies with the new language that ‘unreasonable yada’ was the reason for VW’s Think Small’s success.
The agency that started the creative revolution has now succumbed to buzzword selling.
There’s a time in agencies when ‘group think’ disappears so far up the nether regions that light bends and there is no way for it to get out. Having read this unfathomable babble twice, it is difficult to comprehend what point they are trying to make apart from consumers should follow their orders to buy. If ‘feelings conquer thinking’, I am looking forward to seeing no copy and just emojis in all DDB’s ads moving forward. This truly is a historic moment in advertising, when not just an agency, but a Group, has endorsed nonsense as their strategy.
Nice to hear someone talk about how to actually make better work rather than just which gender happens to make it.
Sounds to me like this have potential. This has more substance than the usual agency mumbo-jumbo and signifies a bit of a paradigm shift. Of course, it should still be taken with a grain of salt until they back it up with action. Good luck though.
Kind of sounds like BS, but no business should be faulted for trying to evolve their ways
More protectionism, developed by old school advertising thinking and nothing else. No doubt the posters are at print to plaster their offices hailing their “new thinking”. Pity DDB openly displays how far behind the industry they really are, at least people got feed dinner! Trying to position their thinking as “business” not a pitch for more “advertising revenue” is laughable. Bernbach would only shake his head at this rubbish. Clients will eventually realise and leave this dying agency for a more progressive, truly innovative agency that delivers results, not another poor attempt to win awards.
More protectionism, developed by old school advertising thinking and nothing else. No doubt the posters are at print to plaster their offices hailing their “new thinking”. Pity DDB openly displays how far behind the industry they really are, at least people got feed dinner! Trying to position their thinking as “business” not a pitch for more “advertising revenue” is laughable. Bernbach would only shake his head at this rubbish. Clients will eventually realise and leave this dying agency for a more progressive, truly innovative agency that delivers results, not another poor attempt to win awards.
One question is: is it more or less meaningful than the Initiative reposition announced in the same week?
https://staging.mumbrella.com.au/fair-say-model-may-confusing-initiative-relaunches-new-positioning-445765