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Agencies need to talk the language of clients, while going from zero to one hundred on bravery instead celebrating incremental success, could also push clients away from brave work, says DDB global chief executive officer Wendy Clark. So I think part of this is unpacking your ambition for a client down into logical, methodical steps of moving that client forward on a path, and celebrating internally, and with them.

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She also says that the industry would be better off accepting Dd b needs you forms of bravery, rather than the big campaigns that win at wards shows. We have some clients that are doing really interesting things in packaging, or really interesting things with their employees and employee communication, which are sort of massively interesting, brave, different, unique and standout.

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During the event, Clark showed the video case study for its work for Skittles during the Superbowl this year. Rather than spend on a big TV ad to a lot of people, the company Dd b needs you the idea and went all out creating an ad for one person. Through smart social ads and content, DDB then created a moment in which people could go onto Facebook live to watch this one person watching the ad that was made for him.

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The live stream attracted millions, creating a buzz for Skittles that was a fraction of the cost of a TV ad placement during the game. So in summary, I think celebration on equal sides, thinking about incremental movement, and then explaining the definition of objects that are brave as the last step. Having the pragmatism and empathy for a client is clearly Dd b needs you from fresh client experience but in terms of how useful it is now, Clark sees herself as being able to talk two languages.

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While she says that ultimately creativity fuels growth and is therefore what agencies do, simply reframing discussions around growth can help agencies gain a brands attention. Never get confused about that. Really if we're not doing creativity to yield an outcome that's around growth, then we're not meeting the agreement of what it is to be an agency.

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It's just about a construct of having those in the right order from a mindset perspective, which has been Dd b needs you and clarifying for our organization, I think. It's what we have to offer and what we have to sell but that's not necessarily the language that our clients speak to us.

Bravery is also a topic which she says is 'deeply personal' as the switch from Coca-Cola to DDB was labelled by some as brave. However, Clark says she took the role as she really wanted to become a CEO and run a company. The move was based on interests and passion. It was widely understood when I went to Coke that Dd b needs you boss Joe Tripodi at the time was looking for a woman for his team, he didn't have a female direct report.

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I think the way everyone got over the fact. I used to, especially my younger more youthful years, want to get in a fight about it and you realize, that's only just proving their narrative. That somehow on some level they think you're insecure about that.


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