Wendy Clark, DDB's global CEO spoke at Spikes Asia 2018 about the three B’s that have served her career, her agency and brand clients well:
Bravery – as evidenced by Stayfree’s #ProjectFreePeriod initiative for women in India’s sex trade conceptualised by DDB Mudra. The brand braved the stigma around prostitution to help train sex workers on their period days, their only days free from work. “We cannot afford to accept the status quo,” said Clark.
Being underestimated – no one expected McDonald’s to flip it’s iconic golden arches into a W in recognition of International Women’s Day. “Use being underestimated as fuel. In those moments it’s game on!” said Clark, who is helping McDonald’s celebrate its Spikes Asia 2018 advertiser of the year award.
Belief – like Adam & Eve/DDB client Marmite, which doubled-down on the idea that those who loved its product would really love it despite others who hated it in their Marmite Gene Project campaign that allowed haters to bash the product and lovers to laud it.
Likewise Clark says creative work goes further when everyone is fully invested. “When a group of people have a singular focus, no one has a corner on smarts”