David Rolfe is joining DDB Chicago, as senior VP/director of branded production, a new role at the ad shop. Rolfe comes over from Crispin Porter + Bogusky (CP+B), Miami, where he served as co-director of integrated production, along with Rupert Samuel. In the wake of Rolfe’s departure, Samuel was promoted to director of integrated production at CP+B.
While at CP+B, Rolfe produced and executive produced several high-profile integrated and branded content projects, including the Mini “Counterfeit” campaign, which scored a Titanium Lion at this year’s Cannes International Advertising Festival. The tongue-in-cheek package, which warned viewers of the danger of buying counterfeit Minis, comprised a DVD, Web elements, and TV spots. (Bryan Buckley of bicoastal/international Hungry Man directed the TV and DVD portion of the campaign; the TV spot in the package won a Gold Lion in the film competition at Cannes.) Rolfe also worked on Burger King’s “Subservient Chicken” campaign–both the Web and TV elements–as well as the fast feeder’s latest effort, “Coq Rock.” He has also worked on accounts such as the American Legacy Foundation, Coca-Cola, Molson, and Ikea.
It was Rolfe’s extensive integrated pedigree that attracted DDB, related Grant Hill, executive VP/executive production director at the agency, who noted that Rolfe’s work makes him a standout in emerging ad forms. “As I decide on how to best serve the needs of DDB, I wanted to evolve our department,” said Hill. “Clearly, what we needed to do is go beyond great commercial production, and really embrace within our department other production–what we’re calling branded production–and there’s no one in the industry who’s done it better than David.” And while Rolfe will be working and focusing on the Chicago office, Hill noted “we want his influence in the future to go beyond Chicago–clearly that’s our long-term plan.”
For his part, Rolfe was attracted to the position because of DDB’s creative reputation, as well as the shop’s willingness to think beyond TV. “They’ve taken a bold new step and invented a new position–it shows a commitment toward acknowledging that we’re moving into a different place, a different world,” said Rolfe, “and as an agency that already has applied innovative thinking to their work, I think they are being very proactive about where they want to go, and I’m just very pleased to be a part of the solution to that.”
DDB is no stranger to experimenting with ad forms–in addition to its prolific TV work for Budweiser, the agency has dabbled in online films and tie-ins in the past for the brewer. Hill related that he envisions Rolfe ” producing commercials and other production related to the campaign. I think that’s the real opportunity for someone who can really look at a campaign, and see it from so many different points of view, beyond the traditional broadcast and radio production that we do, and do it as cohesive and compelling advertising.” He also related that “we want David to inspire [the production department], including myself, to realize more possibilities in current and future media.”
Both Hill and Rolfe noted that the new position is one that will take time to establish. “They understand that I can’t just go in there, and sort of immediately install change,” explained Rolfe. “I’m going to go there and learn about DDB, and its culture and its people and I’m going to find my place there. Other people will help me invent it as well. I think there’s a lot of opportunity, and there’s going to be a degree of patience, so we can create this and do it very, very well–and do it in a way that’s a model for other agencies as well.”
Rolfe, who will start at DDB in early September, noted that the client base at the agency was also appealing. “I’m very motivated by all their clients,” he explained. “I know that they are [at DDB] because of the of the creative and the success of the work for all their clients. I really hope we can go in there and do work for an unexpected client–there is such a great client roster, and no one knows where we can hit a home run with nontraditional work and with an integrated campaign.”
DDB Chicago’s accounts include Anheuser-Busch, McDonald’s, Dell, OfficeMax, JC Penney, Capital One, The Home Depot and Midas.
