How DDB won Diageo account

Doyle Dane Bernbach (DDB) Lagos, recently emerged winner in the competitive pitching for an advertising agency to handle Diageo Nigeria’s account.

The pitching process which started early this year saw DDB Lagos emerging ahead of other leading advertising agencies.

MARKETING EDGE gathered the process for selecting the agencies was done in a transparent manner that was in line with global standards which was clearly reflected in the qualities of professionals that accessed the agencies who bided for the plum job,

It was leant that a team of young professionals led by Diageo’s Business Development and Creative Director coordinated the ideation, strategy development and planning stages of the pitching process.

And to ensure transparency, the biding process was eventually uploaded on the Guinness e-sourcing online platform ahead of the presentation date.

However, for undisclosed reasons, one of the leading advertising firms in the bid pulled out shortly after the clarification stage.

While expressing his delight for winning the Diageo account, Chairman of DDB, Lagos, Mr. Enyi Odigbo said he was elated over the achievement, stressing that DDB was a resilient advertising firm that never gives up on its pursuits.

Odigbo said:“It is hard to find the right words about this news. I think the words are best summed up by the legendary Bob Scarpelli, former Chief Creative Officer of DDB Worldwide in a note he once wrote ‘…Win or lose, we always learn something about ourselves from a pitch.”

“What I’ve learned through all my years here is that we are a proud, resilient group. We are winners. We are fighters. We don’t give up. And we always have the attitude that when we don’t win one, we’re going to win the next one. Most of the time, we do…”he added.


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