DDB Strategic Manifesto Defines ‘Influence’

By Patrick Coffee Comment

What is “influence?”

According to this internal DDB Worldwide manifesto, the word represents both the simple task of convincing consumers to trade money for goods and services and the nearly incomprehensible essence underlying all things–whatever their size and/or buying power.

Here, with a little help from 90’s-era Massive Attack, DDB explains the thinking behind its own strategic approach: serving the client by focusing on the big picture rather than quibbling over the details; delivering real value┬ávia the familiar “truth in advertising” maxim; changing consumers’ lives rather than just convincing them to click “like.”

It’s sleek, bold and minimal.

But did it make you reconsider the reason you wake up every morning?