DoorDash doesn't just want to stand out in the delivery industry. It also aims to have the best creative studio in the world.
That goal, outlined by Kofi Amoo-Gottfried, DoorDash’s chief marketing officer, is what convinced Mariota Essery to leave the agency side of the business in 2020 and join DoorDash as its executive creative director.
DoorDash’s in-house creative studio works on projects aimed at consumers, restaurateurs and its own delivery drivers, or Dashers. And now it has its own name, Superette, coined after the corner stores found in neighborhoods worldwide.
“You have the ability to walk into the doors of a superette and you’ll get anything that you need,” Essery said on the latest episode of Ad Age’s Marketer’s Brief podcast. “They are there to support their neighborhoods and it’s so similar to the mission of DoorDash, which is about supporting local economies and neighborhoods.”
Essery spoke about Superette before Wednesday's news that DoorDash is laying off about 1,250 people, according to a company memo from CEO Tony Xu viewed by Bloomberg.