With Brain Cell, DDB Tries to Elevate Planning

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DDB New York is launching a new unit this week that aims to incorporate advances in fields such as neuroscience and anthro pol ogy into strategic planning.

Dubbed DDB Brain Cell, the four-person unit will be run by Paul Parton, the shop’s director of planning. Brain Cell also includes Rich Notarianni, director of communications strategies; Dr. Bob Deutsch, DDB’s in-house communications consultant and a cognitive anthropologist; and an academic yet to be hired.

The agency is merging its account and media planning departments into one 20-person division, with Brain Cell directing the unified department.



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