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DDB New York Contacts
|Chuck B.||Chairman - DDB Worldwide||NY|
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|Ari W.||Global Chief Creative Officer||NY|
|Justin T.||President & Chief Executive Officer - North America||NY|
|Keith B.||Chief Financial Officer - DDB Worldwide||NY|
|Britt H.||Chief People Officer - North America||NY|
Campaign Imminent: National Wildlife Federation taps creative, strategic AOR to raise awareness (Score 68)
National Wildlife Federation (NWF)'s creative and strategic AOR to fuel brand awareness. NWF rolled out its latest brand activations on August 1 in partnership with AMC Network's Planet Earth: A Celebration.
As factors such as climate change contribute to an increased extinction risk for many species, the organization is under a severe amount of urgency to bring awareness to its cause. The US now has 60% less wildlife than 40 years ago, and 1/3 of wildlife species are at increased extinction risks.
In January, NWF promoted Dawn Rodney, its VP and CMO of two years, to chief innovation and growth officer; she still leads the support of brand awareness, engagement and action via marketing and multi-platform storytelling. In August, the company appointed digital marketing manager Jason Galliger.
According to iSpot's approximations, the aforementioned Planet Earth commercial, which aired on September 1, marked NWF's return to national TV after several years of not investing in it. Around $19.9k went toward this initiative, and the company will likely invest in additional, similar ones in the future.
Similarly, Adbeat reports NWF invested in digital display for the first time within the past two years in September 2019; since then, an estimated $4.3k has primarily gone toward programmatic ads placed via Google DV360 ($3k) onto politico.com ($2.9k).
NWF is trying to reach consumers of all ages, but Gen-Z and millennials, who tend to drive environmentally friendly efforts more than other generations (more here), will likely respond the most positively; the company's foray into digital display reinforces its goal of reaching these relatively young consumers. To do so, it will likely invest in additional digital channels such as OTT and/or paid social. Kantar data reports NWF also utilizes local magazine and broadcast media but, at least as of Q1 2020, hasn't allocated budget toward OOH or radio since 2019.
Agency & martech readers - Since agency reviews often follow one another, reach out soon for potentail digital analytics and/or social media management; strategic remits, which DDB is now handling, often include media duties.