DDB Worldwide

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Agency rating: 3


Need we say more? The Chicago office of DDB Worldwide swept awards shows with this hip campaign for Budweiser, proving again the New York-based Omnicom Group shop is capable of strokes of brilliance. Unfortunately, the work can also fall flat, as happened with its campaign for retailer J.C. Penney & Co., the agency's first since winning the $200 million account.

In addition to Penney, other notable wins include: the estimated $300 million Philips Electronics consumer electronics account, the $100 million Exxon Mobil account, the $100 million Hasbro account and the $50 million BestBuy.com account. The agency's biggest loss, an early year blow, was the departure of the estimated $350 million Compaq Computer Corp. business.

DDB transisitioned to the next generation of leaders. In October, Chairman-CEO Keith Reinhard anointed DDB Worldwide Pres-ident Ken Kaess his successor (the move took effect Jan. 1). John Berg, brought in last January to be chief operating officer in New York, was promoted to president.


Industry watchers are waiting to see if the departure of Penney's Chief Marketing Executive Stephen Farley endangers DDB's relationship with the retailer. Observers also want to see who will replace New York's Co-Chief Creative Officers David Nathanson and Steve Landsberg.

Last year's rating: 3

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