DDB South Africa and its digital affiliate agency, Tribal DDB, are merging to form a single multi-disciplinary creative and strategic agency – in so doing, breaching the ‘digital divide’ that has forced too many clients to separate their ‘traditional’ communications from their ‘new media’ strategies.

The merge not only positions the agency as one of the very few in South Africa able to offer clients a full 360 degree communications solution, but also further capitalises on the skills sets of the agencies’ joint management team and a new appointee Stephan Zimelka.

In the newly-merged entity, Lomas will take on the role of Executive Chairman of the DDB Group South Africa, and also Vice President of DDB Africa. Emmet O’Hanlon will continue as MD, while Mike Udell, current MD of Tribal DDB SA will fill the role as Deputy MD of DDB SA.

Matt Ross has been appointed chief creative officer of DDB South Africa, and Zimelka will fill the position of digital creative director DDB South Africa. Both will be working closely alongside existing executive creative director Grant Jacobsen and head of strategy Stuart Walsh. The creative team has also grown by the appointment of Nicola Wielopolski (ex. Metropolitan), Matt Berge (ex. Lowe Bull) and Coenie Sutton (ex. Trigger).  Account management will be led by Louise Johnston.

‘The idea of separating advertising channels is simply ludicrous. Consumers consume content, advertising included. Brands are either talking or interacting with them at particular times, and it is either relevant or it is not. The more relevant, the more effective,’ says Ross.

‘At DDB a single creative team, with a single methodology, will sculpt ideas around consumer behaviours, not dated media templates. These ideas are then communicated via the most relevant channels. The DDB creative department is being built around this vision and we are bringing in a number of top through-the-line creatives to ensure our vision is achieved.’