Sdyney--DDB

DDB is a marketing communication agency we visited in Sydney on the third day. Honestly, I don’t like their office very much. It’s a bit dark for me. However, once I know what they do is selling ideas and creativity, I feel so exciting and can’t wait attending to their presentation. Nicole Taylor and Claire Salvetti are two super nice ladies who gave us the presentation.

From the presentation, I noticed that creativity is the most power force in business. It has strong

influence and compelling force on consumer action, attitudes and behavior toward the brand. DDB’s

aim is to influence consumers by their ads or advertising strategies. Time, confidence, leadership,

resource, dynamic are some of the factors that make advertisements successfully achieve

organizational goals. Innovation and channels selection are two other factors that marketers in DDB

should consider. Therefore, social media should not be underestimated. The evolution from mass

media to social media and digital media, which all depends on the Internet and wireless technology.

As a result, applications, competitions, games, location based service help move away from

communication towards experiences.

Nicole shown us case study about Telstra advertising campaigns: CabbieOke, Party Catchers and Sushi Plane. It run successfully with highly involvement with young people. The case study emphases the importance of digital and social media and how to use them in a manner to achieve consistency which is one goal, one message of Telstra: change young people’s attitudes towards Telstra.

At last, we took picture in front of DDB building!