Building brand influence with relevance: Six thoughts from DDB

This event report looks at six ways of building brand influence outlined by the chief creative officer at the DDB Worldwide agency, in all of which he stresses the importance of relevance.

Building brand influence with relevance: six thoughts from DDB

Low Lai Chow

"Creativity at DDB is not about doing funky ads," according to DDB Worldwide global chief creative officer Amir Kassaei. "It's about coming up with the most stimulating solutions for marketing."

He told the Spikes Asia conference, an event held in Singapore in September 2014, that DDB was not in the advertising business, but rather "in the business of making things relevant". Building influence for brands, he said, boiled down to three things: humanity, creativity and technology.

Thought #1: Get into the intersection of influence

"We believe that...

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