Development Dimensions International (DDI) is a global leadership consulting firm that helps you hire, promote, and develop exceptional leaders. From first-time managers to C-suite executives, their commitment is to be by your side to help you make every moment of leadership count.
Role: Associate Creative Director
Background
DDI came to Intelligent Demand having run account based programs in house and wanted to expand their knowledge and capabilities by partnering with an expert agency. We worked closely with their teams to align on the right insight, strategy, sales orchestration, and high value offer that would resonate strongly with their target account list.
DDI has been in the market for decades and in that time a few larger competitors had entered the space. DDI needed to make a bold, immediate impact with their creative so they could elevate above the noise and stand out in a competitive market.
Client: Development Dimensions International (DDI)
Agency: Intelligent Demand
Copywriter: Abbey Love
Art Director: Leslie Pineda
ECD: Jamie Capozzi
The creative concept was built around the idea that if you aren’t constantly improving your leadership development tactics, you are way behind the times. We did this by using comically outdated imagery to illustrate this feeling and connect with an accounts that are in desperate need of up-to-date leadership development tactics.
One of the goals of the campaign was to appeal to a younger leadership audience (millennials). One that is increasingly elevating in the workforce. We used images of pay phones, Walkmen, Tomagatchi’s, and old computers to connect and resonate with this audience.
