Dubroy to lead Shopper DDB, a “vital part” of agency’s 2012 plans
DDB Canada lost a “major piece of business” last year, according to its president David Leonard, because it couldn’t demonstrate strong shopper marketing expertise. As a result, a “significant” product launch for an existing client went to a competitor.
Leonard vowed that will never happen again.
Wednesday marked the soft launch of Shopper DDB, the DDB network’s first shopper marketing-dedicated operation. Shopper DDB is a one-person operation for now, helmed by Jason Dubroy, formerly of Spider Marketing Solutions.
“I looked around at what was going on here and in the U.S. in terms of marketing dollars and thought ‘We better get in the game and make a commitment [in shopper marketing] or we’re going to get beat,'” Leonard told Marketing. “The question was whether to buy a company or hire the top talent. Jason stood out like a sore thumb. Another client actually told me to chat with him before someone else scooped him up.”
Dubroy, who has also worked at CIM and currently co-chairs the Canadian Shopper Marketing Forum conference, will be based in Toronto, reporting to Leonard.
“We’re late in the fiscal year,” Leonard said. “[Dubroy] is a vital part of our growth strategy for 2012. Client budgets are already committed for this year, but we’re cracking into new opportunities for 2012. He’s already had many conversations with current clients and those we don’t yet do business with. It opens up a bunch of doors for us.”
Dubroy said the last few years have seen a trend emerge whereby advertsiing must pull double-duty: raising brand awareness and purchase intent.
“Very few network agencies are integrating this into their offer, and fewer still are doing it well,” he said. “With DDB’s reputation of creative excellence and forward-thinking solutions, this seemed like a natural fit for me to help expand their communications mix to the next level.”
Dubroy will be staffing the new unit through both internal and external hires to develop what he sees as Shopper DDB’s three main offerings.
“The first is a pure-play shopper marketing practice, including everything from shopper insights to path-to-purchase activation. The second will service promotional marketing, and the third will activate insights specifically pertaining to youth and mom shoppers.”
Leonard added that a client announcement will be forthcoming “soon.”
