Leif Stromnes on the DDB rebrand: Humans aren't robots

By Chris Pash | 25 March 2019
Leif Stromnes of DDB

DDB's rebrand is rooted in an "emotional advantage in the marketplace", says local managing director, strategy and innovation, Leif Stromnes.

The global rebrand, announced at the weekend, reverts the company's name to its founders' full moniker, Doyle Dane Bernbach.

Stromnes says it's about being true to what "we've always believed" and positioning creativity as the most powerful force in business.

"Doyle Dane Bernbach is recommitting to everything that made us absolutely brilliant, and always has, which is creativity and humanity," Stromnes told AdNews.

"I personally think it's an absolutely genius move. While the rest of the world is embarrassed by advertising, it's still massively, massively relevant.

"If humans were robots, we wouldn't need advertising, we wouldn't need brands. Market share would be an outcome of supply, demand and price.

"Unfortunately, we humans aren't robots. We are thoroughly unreasonable, emotional creatures."

"What we're saying is human beings are driven by emotion, driven by the passions. That's what Bill Bernbach (one of our founders) taught us in 1949 and nothing's changed: people are still driven by emotion, driven by the passions," Stromnes states.

DDBThe new DDB logo

"Clearly we have to be cognizant of the changing world and that's what we do, we attach the unchanging human to the changing world."

He says it's all about giving businesses an "emotional advantage in the marketplace".

"Emotional advantage talks to humans and humans make decisions emotionally," he says.

"So that is our unequivocal, unashamed view on the world. We are very good at stimulating consumer demand, and we do that through appealing to emotions."

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