DDB is marking International Women's Day by adding the name of the agency's first female copy chief -- Phyllis Robinson -- to its door globally.
For today, DDB will become DDB&R, with the change affecting DDB Worldwide's physical signage, email signatures, meeting rooms and the agency's website. This will be supported by a social campaign in which it celebrates Robinson's career success by altering the copy on some of the agency's most famous ads, which were written by women.
For example, in a famous Polaroid ad, the original copy "it's like opening a present" is changed to "it's like revealing a woman wrote one of your favorite ads." A 1976 TV ad from the campaign, featuring Candice Bergen, will also be changed via lip-synching.
A classic print ad for Orbach's, which read "We regret to inform you your school stuff is ready at Orbach's" becomes "we regret to inform you that not all advertising classics were written by men" while a line for Levy's Jewish Rye -- "You don't have to be Jewish to love Levy's" -- is changed to "You don't have to be male, to change advertising."
While the agency name change is temporary, DDB will add permanent quotes from Phyllis Robinson to the meetings rooms in each North American office -- examples include "Do the kind of work nobody else is doing."
The idea is somewhat reminisicent of fellow DDB shop Adam&Eve/DDB's move last year, when it rechristened its own name to Eve&Adam.