Brymer Signifies DDB's Desire To Move 'Upstream'

Chuck Brymer's last agency job was at BBDO in 1985—a long time ago, in a rapidly changing industry. But he's been higher on the marketing communications food chain since then, as global CEO of Omnicom-owned branding consultancy Interbrand, with clients ranging from Johnson & Johnson to ExxonMobil. Last week, the 46-year-old moved back into the traditional ad world, as he was named global CEO for DDB Worldwide. Though Omnicom CEO John Wren and DDB Worldwide CCO Bob Scarpelli, who was named chairman of the agency at the same time, both downplayed Brymer's DDB outsider status, his experience away from the traditional ad world is something executives are counting on to propel DDB into the future.He also has experience building a global business, which Wren cited as a factor in the hire. "Chuck is a true global leader who has a deep understanding of brands and the importance of our people, our product and how we serve clients," he wrote in a statement. "He has successfully built a network of over 30 offices around the world which have successfully served clients in more than 80 countries. He is a perfect complement to Bob."And by naming Scarpelli chairman, the agency will have a way to maintain its culture and identity. "What I'm good at is working with creativity and people and the spirit of the agency," said Scarpelli, who succeeds Keith Reinhard, who is now chairman emeritus. "I hope to be the spiritual and cultural steward of the agency." At Interbrand, Brymer's connections occurred earlier in the process and at a higher level than those of traditional agencies, he said. Engaging a client at such a level is something the agency will need as it moves forward, Scarpelli said. "We want to get further upstream [on a client's business]," he said. "Our industry is not going to survive if we're just 'the ad guys.' I think Chuck can help us do that."Colleagues describe Brymer as "a thoughtful, consummate professional" and "really collaborative," and DDB insiders praised the move. "He sees the marketing issue very quickly and the way big teams need to work together," said Paul Price, director of network operations for DDB Worldwide, who encountered Brymer on work for ExxonMobil. "He's a great choice for DDB."Cleve Langdon, head of new business for DDB Worldwide, has known Brymer for about eight years through Omnicom circles. "[The decision] says it's not 'business as usual.' It says, 'a total business perspective,'" he said. "It's as simple as that. I think it will set us apart." Wendy Clark, vp of advertising at AT&T, worked with Brymer on strategy after the company merged with SBC. "As a client, we're always trying to bring all those [marketing communications pieces] together," she said. "The fact that he can bring that knowledge from Interbrand into [DDB] is something we haven't seen from a traditional shop."Brymer admitted that in the near term he'll be working to get up to speed on his new agency, meeting people in the various worldwide offices. While he's familiar with some of the shop's clients from his time at Interbrand, he'll spend some time getting to know the others.But it's not as if Brymer is coming in completely cold. For the past few months—while his predecessor Ken Kaess was battling cancer—Wren and DDB executives were working behind the scenes to put the succession plan together. (Kaess also had a role in picking his successor.) "It's going to be a learning curve for him," Scarpelli said. "But he's been studying us. He probably knows more about us than I do."

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Brymer Signifies DDB's Desire To Move 'Upstream'

Aaron Baar

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Aaron Baar