DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney.
Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean.
Ratcliff has more than 20 years’ experience in the world of building brands both in Australia and the UK, and has run agencies in Sydney and Melbourne.
DDB Sydney managing director Priya Patel said: “We’re thrilled to have Carl join DDB. Not only is he a brilliant and creative thinker – a classic ‘big brain’ – but he manages to couple this with humility, friendliness and charm.”
“We know Carl’s going to be a great fit for the agency as we continue to build famous and effective ideas for our client partners.”
Commenting on his appointment, Ratcliff said: “I see my CV as a collection of experiences all of which have made me who I am now.
“I certainly don’t regret being a CEO, as it taught me a lot, including making me a lot more commercially-minded. However, I want to affect the primary conversations that are happening around businesses and brands.
“Whether on client side or agency side, I’ve always been a strategist at heart. Having run a P&L for the last six years, I’ve experienced all the stresses that come with that, and realised that my true joy lies in strategy, brands and audiences, solving problems, and working with creative brains and minds.
“I’m delighted to be joining DDB Sydney for many reasons, but one is that to me DDB is the original home of great strategy. It feels like a gift being able to come back to strategy with such a renowned agency, and I can’t wait to get stuck into making amazing work with the team.”
“I’m keen to work with our clients and the team to offer brilliant creative solutions that are more than just advertising – it could be a piece of design or a wider business idea – that really grow brands and businesses.”