DDB Worldwide has named its first-ever chief partnership officer to help clients access its marketing services agencies, including TracyLocke and Tribal DDB.
The network promoted Paul Price to the new post, effective immediately. Price had been DDB’s director of operations, and global business director for DDB’s work for ExxonMobil Fuels Marketing Co. He’ll continue to run the Exxon business for DDB, coordinating additional work from sister shops Rapp Collins, Tribal DDB and OMD.
In his new role, Price’s mandate is to “align the agency’s marketing services with the needs of its clients,” according to a statement from DDB.
Price’s experience with Exxon and his work developing DDB’s “co-creativity” methodology, a framework for clients to collaborate with the agency, put him in a good position to pitch DDB’s marketing services to clients. Co-creativity starts with a team of reps from DDB’s account, planning and creative departments, who work with the client to set strategy and access divisions across DDB’s network to execute the strategy.
DDB used the system for OfficeMax’s 2006 “School’d” campaign that tricked a class of eighth graders into taking a bogus test to prove they were ready for high school. OfficeMax filmed the prank, then aired a one-hour TV show about it, including the Jesse McCartney concert that OfficeMax hosted at the middle school (PROMO Xtra, Aug. 22, 2006). DDB also used co-creativity to create Bud.tv for Anheuser-Busch.
DDB’s marketing services shops include DDB Healthcare, DDB Matrix, dRMDDB, SpikeDDB and FiRe, as well as TracyLocke and Tribal DDB.
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