DDB has today, for the first time, released details of its new thinking to create 'unreasonable growth' for brands and business.
thinking is significant because it challenges the long-standing
business premise that growth is anchored to a consumer who makes
reasonable and logical decisions to advance their lifestyle.
Pioneered by DDB Australia and New Zealand, the thinking is based on the
power of unchanging human emotions in a rapidly changing modern world.
The central thesis is that we are now, more than ever, living in an "age
There used to be three golden rules to grow your
business - 1. Win Your Category, 2. Win The Mind of Your Consumer, and
3. Win Today.
Instead, DDB Australia proposes three new rules -
1. Culture Dwarfs Category, 2. Feelings Conquer Thinking, and 3. Long
Term Beats Short Term.
DDB Australia CEO Andrew Little said this
represents a paradigm shift in theories of business management, and DDB
has been rolling this thinking out with multiple clients, including
Expedia, McDonald's and Volkswagen, with huge success.