Home  › Marketing › Strategies
peter-mcguinness

New DDB CEO Hints at 'Ground Up' Digital Strategy

  |  July 26, 2011   |  Comments

Peter McGuinness talks marketing and wraps up Gotham run.

peter-mcguinnessIf you want clues on how new DDB Chicago CEO Peter McGuinness will run his company, he says to take a look at the "ground up" work his Gotham team has recently done with Denny's "Always Open" and Chobani Yogurt's "Real Love Stories" campaigns. In both cases, the creative veteran said, digital and social marketing were irreplaceable in driving the brands to new heights, particularly with younger consumers.

"Chobani sold out of product and asked us to quit advertising [three weeks early]," he told ClickZ News. "If there are holes to fill [at DDB Chicago], we are going to fill them and fill them quickly. Digital is no longer a nice-to-do. It's a have-to-do."

On how his new agency's digital/social campaigns may change after he gets to DDB Chicago, McGuiness added, "I haven't gotten there to assess things or [develop] a vision just yet. With evolution in digital, there's always work to be done. You do what's needed in order to be first-rate and competitive. I also don't want to have a digital practice just for the sake of having a digital practice. I want a credible digital case we can explode our clients' business with, as well as use to win a ton of new business."

He was announced this morning to replace Rick Carpenter, who was asked to step down as DDB Chicago CEO in December after 22 years with the company. Following three years serving as chairman-CEO at Interpublic Group-owned Gotham in New York and several other years stationed abroad, McGuinness spoke about taking on the advertising scene in the Windy City, where he was born, before moving to New Jersey as a child.

"I think it will round me out," he explained. "If you are going to make a move, you should make one that is totally and completely different. It will be interesting. While some of the challenges are similar to Gotham, in terms of what DDB Chicago needs, there's a lot that's very different about it."

While details are not final, he said, the transition into his DDB executive role would occur in around a month. "I've spent three years of blood, sweat, and tears on this place," McGuiness said, addressing his time at Gotham. "And I quite like it as an agency. I will stay as long as I'm needed."

After landing in Chicago, the CEO will work with the agency's chief creative officer Ewan Paterson and recently appointed chief digital officer Jonathan Sackett.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...