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DDB slashes awards budget by 30 per cent

Zeigler: XXXX

Zeigler: Keep winning with fewer entries

DDB, one of the region’s most awarded creative agency networks, is cutting the amount it spends on awards entries by 30 per cent next year.

The Omnicom-owned agency, which is currently Campaign Asia Pacific’s regional creative agency of the year, is to invest the funds not spent on awards on improving creative work and in creative talent instead, the network’s APAC boss John Zeigler said today.

“Our philosophy is not to produce one piece of work that wins in multiple countries. We don’t want to play that sort of awards game,” he told Mumbrella.

“We want to improve the quality of creative work in all markets and keep on winning awards – just with fewer entries,” he said.

“We want our network to be consistently good across the region, not rely on a few markets to keep winning awards.”

“And we want to use the money not spent on awards to invest in creative talent with specialist skills,” he said.

Zeigler was at today’s Mumbrella 360 conference to pitch his network’s case for APAC Creative Agency of the Year at the Mumbrella Awards.

DDB are competing against Saatchi & Saatchi and Y&R for the award. The winners will be revealed tomorrow night.

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