Former One Green Bean CEO Carl Ratcliff Joins DDB Sydney as Chief Strategy Officer
DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer, DDB Sydney.
Ratcliff
has more than 20 years' experience in the world of building brands both
in Australia and the UK, and has run agencies in Sydney and Melbourne.
Adds Patel: "We know Carl's going to be
a great fit for the agency as we continue to build famous and effective
ideas for our client partners."
Says
Priya Patel, managing director, DDB Sydney: "We're thrilled to have
Carl join DDB. Not only is he a brilliant and creative thinker - a
classic 'big brain' - but he manages to couple this with humility,
friendliness and charm."
Says
Ratcliff: "I see my CV as a collection of experiences all of which have
made me who I am now. I certainly don't regret being a CEO as it taught
me a lot, including making me a lot more commercially-minded, however I
want to affect the primary conversations that are happening around
businesses and brands.
"Whether on client side or agency side, I've always been a
strategist at heart. Having run a P&L for the last 6-7 years I've
experienced all the stresses that come with that, and realised that my
true joy lies in strategy, brands and audiences, solving problems, and
working with creative brains and minds.
"I'm
delighted to be joining DDB Sydney for many reasons, but one is that to
me DDB is the original home of great strategy. It feels like a gift
being able to come back to strategy with such a renowned agency, and I
can't wait to get stuck into making amazing work with the team.
"I'm
keen to work with our clients and the team to offer brilliant creative
solutions that are more than just advertising - it could be a piece of
design or a wider business idea - that really grow brands and
businesses."
