DDB North America’s approach to creativity is guided by a simple standard: unexpected works. The agency believes the best idea is the one you never saw coming, and intentionally pushes itself to make work that falls outside of the box.

“We’re trying to make the brands that we work for standout,” said chief creative officer Rodrigo Jatene. “If there’s one thing that’s continued to be true before and after COVID, it’s that you have to move people, create an emotion, make them laugh, make them cry. Use all the tools and all the channels that we have learned at our disposal to convey a message that is compelling.”

Last year, that ethos paid off, as DDB was named the Effies’ most effective agency network, winning 10 awards total at the show. Alma DDB’s Better with Pepsi was the most awarded campaign of the year, and it inserted the brand into a relevant conversation within its category by posing the question: Does fast-food taste better with Coke or Pepsi?

For DDB, creative impact translated to business growth. The agency won more than 26 accounts in 2022, including NBA 2K, CarGurus, PepsiCo North America and Espolon Tequila. It also doubled its pitch activity and expanded remits with existing clients.

As for 2023, DDB hopes to continue the momentum by keeping consumers on their toes.

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