Chief Executive Officer
Paul Gunning did not advance through the traditional path to become an agency CEO. Instead, a background in sales and technology enabled him to see the agency model in a different light. He says, “I would not argue it is better, but simply different, and I think that is benefiting our clients and our people.”
Already considered a change agent, his thoughts on innovation are highly colored by his digital experience: “As we consider what innovation is to us, we are inherently thinking about speed. How can we at DDB produce content faster, deploy it more broadly and measure the impact on sales? That formula will never be complete, but rather an ongoing optimization path enabled through unique innovations.”
Prior to being named as CEO of DDB Chicago last year, he served as CEO of Tribal DDB Worldwide with responsibility for 60 offices and a hands-on reputation with senior clients who he helped guide on the changing dynamics of the digital world. He describes himself as a “client guy” whose digital experience underscores that agencies need to be flexible to the needs of their clients, while they find ways to empower their employees to think and innovate.
Paul has deployed a strategy called DDBx. He explains: “The ‘x’ represents 10x. We are reimagining the entire agency to produce 10x more content for our clients without adding to their costs. No part of the agency is untouched. No role or responsibility remains the same.”
He adds, “Technology as a broad term is the driver of this need to innovate the agency model. Consumers have changed how content is consumed and thus forcing us to expand our product beyond the traditional channels. Programmatic advances in media buying have advanced to a point where we must change our processes to reflect pinpoint targeting. Finally, advancements in ROI methodologies have impacted the depth and style of our client relationships to improve value.”
He believes that data and analytics are increasingly influencing marketers’ decisions on a minute by minute basis, and are becoming as important as creative and the big idea. Paul’s seen how digital shops and media agencies have grown comfortable with speed and cost-efficiency.
“Change,” he says, “can be threatening if the vision is not understood. And that vision does not always remain in perfect focus week in and week out. That’s why constant communication is key. I want DDB Chicago to be a place where people are proud to work and see as their future.”
An Ohio-native, he cites DDB chairman emeritus Keith Reinhard as his inspiration—largely for his devotion to the agency while embracing change and long-term vision. No doubt, Paul Gunning is cut from the same cloth.