Amir Kassaei
Born in Iran. Grew up in Austria. Studied in France. Lived in Germany. Working globally. Chief Creative Officer DDB Worldwide
NYC, Shanghai, Berlin, Ibiza
Create relevance, not awareness
Lemon2020
Issue 04: Relevance Not Awareness
Issue 4: Relevance Not Awareness
We are not in the ad business. We’ve never really been. We are in the business of creating relevance. Our job is not to produce funky ads. It’s about solving problems, giving meaning to something, making it relevant.
Bill Bernbach said, “Getting a product known isn’t the answer. Getting it wanted is the answer.” Awareness won’t solve our clients’ problems. Though now, we need to strive even further, beyond desire, to create real relevance. It’s even more important for us today to work with our clients to bring value to people’s lives.
The Alma DDB Miami team gives a behind-the-scenes look into their inventive Glad Tent idea that earned a Gold Project Isaac Award for one of the year’s coolest, smartest, most inventive ideas.
Volkswagen “Suite” DDB Argentina
Getting a product known isn’t the answer. Getting it wanted is the answer.
Bill Bernbach
McDonald’s “Staying Up” DDB New Zealand
YWCA “Demand Equal Pay” RAPP Tribal New Zealand
Volkswagen “Number Plates Press Campaign” Adam&Eve DDB London
Diesel “Bling for Good” DDB Tribal Germany
Wall’s “Stories You Can Taste” DDB Singapore