Darla Price pushed DDB New York to be more diverse and modern

In 2021, Darla Price became the first Black female president of DDB New York. In her first eight months at the helm, Price revamped her leadership team, increasing its diversity numbers from 12% to 45%. The agency’s overall diversity also grew by 18%, with 40% of new hires being diverse. See all of Ad Age's 2022 Leading Women here. “As a female African American leader, it's a part of my DNA to bring people along on the journey, and when I walked in this industry for decades I would look up and there was nobody who looked like me in the more senior roles,” said Price, who charged herself and her leadership to hire diverse talent. Another focus for Price was transforming DDB New York's image from a “traditional agency” to one that goes beyond a TV spot. An example of this was Kroger’s “Double Dinnerware” which saw its unique twin-sized dinnerware placed in the International Museum of Dinnerware Design. The agency has seen 20% top-line growth since Price joined, launched work for Aflac and Persil and won new business from Kroger, Merck and other clients. What advice would you give your younger self? Whatever you do, don’t be invisible. Your voice is more powerful than you think, even as a young person. In our industry, it’s important to surround yourself with people who invite that voice in. What’s the biggest risk you’ve ever taken? Moving to Singapore for two years, sight unseen and on my first passport book! It was hard to often be the only African American as well as the only American in the room, but it was such a rewarding and life-changing experience. And luckily, I was a “celeb” there and was asked more than once if I was related to Beyoncé. If you weren’t doing your current job, what would you be doing and why? I’ve always had a real soft spot for helping the homeless because I can’t figure out why we haven’t cracked the issue in America. I also love interior design as a hobby, so I’d probably be running Airbnbs for the disadvantaged and designing the homes to make them nice and comfy to help people get back on their feet. What should the industry do to encourage more women and people of color into its ranks? We have to look at DE&I as a sandwich recruitment strategy. That means starting at the top and not just the bottom. We exist, we’re qualified, we’re here. So many companies just focus on young talent starting out in their careers, and it’s just not enough. We have to see ourselves in those who inspire us from above. We also have to work hard to dismantle “micro-aggressions,” which are really macro-oppressions. In today’s world, the industry has to be much more conscious, human and vocal about the things that aren’t said that create cultures of exclusion for women and BIPOC if we want to create real cultural change on a mass level. See all of Ad Age's 2022 Leading Women here. What is the biggest lesson you have taken away from the pandemic? I’m not in control! These beautiful young people have taken the wheel, and the shift of power within all organizations is employee-led vs. employer-led—and that’s a good thing. So, I listen even more because the future of work and our industry is not me, it’s all of you.

Darla Price pushed DDB New York to be more diverse and modern

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