Retail creative muscle joins DDB

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AUCKLAND, Friday: DDB Aotearoa NZ has bolstered its retail expertise through two recent appointments, adding (says DDB Group ceo Priya Patel) “a new dimension to our offering that will provide clients with a more holistic set of creative solutions”.

Sonya Ridley has been brought on as head of shopper marketing along with Courtney Dow who has been promoted to help drive the agency’s retail offering as creative director. 

Patel: These movements signal DDB’s refreshed approach to retail, providing a shopper focused lens to the creative thought process and expanding the agency’s offering for current and future e-commerce, FMCG and retail clients.”

With 15 years’ experience, Ridley specialises in integrated retail and shopper marketing and has worked on leading FMCG brands and blue chip retailers.

Formerly GM at Farrimond NZ, her appointment at DDB Aotearoa sees her working across a variety of existing retail clients, including Coca-Cola Amatil, Farmlands and New World. She will be responsible for ensuring shopper marketing is integrated within the agency and factored into the creative process from the initial conceptual stages through to implementation.


“Our clients want to see world-class creative thinking that is truly integrated through the line.”

“It’s great to work with an agency that truly embraces shopper and understands the potential it has in market,” she said. “Integrating retail and shopper marketing to DDB’s broad range of creative services will ensure shopper is considered from the get-go – this will help us really hone in to our clients objectives and deliver them across a variety of channels.”

Dow’s promotion to CD comes in recognition of his contribution to the business over the past two years, particularly the retail space, says Patel.

He’s previously held senior positions at UK agencies VCCP and JWT.

DDB Group Aotearoa CEO Priya Patel says: “Our clients want to see world-class creative thinking that is truly integrated through the line.

“Increasingly blurring the lines between brand, retail and shopper marketing, the best work travels effortlessly across channels and these appointments are testiment to our commitment to delivering on that.”


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