DM9DDB explores the mindset of creative professionals from the network



The new generation of creative professional looks at the same things as everyone else but sees something different.

They are constantly searching for answers – even if a question hasn’t been asked.

They want to bring that extra something to the client. To merely come up with a TV ad or radio spot without real content, does not make them happy.

They want their idea to add something to the consumer’s life – usefulness, entertainment – they want to add value to the brand at all times.

According to Maria Tender, Director of Brand Planning at DDB New York, “they are on the front lines of tumultuous conditions and thrive on being expert improvisers. They quickly make sense of the swirl, identify opportunities proactively, and devise creative ways to efficiently take advantage of them. They don’t plan far ahead. They interact and try to understand and curate from consumers who carry devices in their hands ten times more powerful than the computers of ten years ago.”

They always work as a team and the more people on it the better. They have an entrepreneurial vision and are often times, not even aware of it.

This new generation is so active that they can’t sit still, and they don’t limit their skills only to advertising. They practice other activities and hobbies that enhance their daily work life.

This concept is very familiar to us at DM9DDB. We have been focused on broadening the agency’s mindset, to expand everyone’s way of thinking throughout the office.

The new generation of creative professionals has nothing to do with age or experience in the creative field. They are minds that recognize the unlimited possibilities and use that to their advantage. Minds that, instead of being nostalgic, face the “new” as an enormous universe that’s yet to be explored. To us the “new generation” means focus, not status. This spirit unites us all across DDB and is the essence of our network’s Four Freedoms.

Our challenge is to open new paths for advertising. The ideas can be digital, innovative, branded content or even projects that use traditional formats in new or different ways. The most important thing to us is that they have the potential to take over a relevant space in people’s lives.

Marco Versolato, Creative Vice President and Marcelo Páscoa, Creative Director of DM9DDB in Brazil.