DDB has today, for the first time, released details of its new thinking to create 'unreasonable growth' for brands and business.
The
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
of unreason."
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.