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May 2008 - Strategy Magazine
Upfront

DDB gets social

by Carey Toane
page 8

DDB Canada has joined forces with sustainability consultancy Junxion Strategy to form DDB Echology, which will work with clients to green their brands, take on causes, develop strategic messaging, engage and educate employees and bring about positive change.

Based in Vancouver, the new national unit will coordinate the efforts of "senior echologists" in Victoria, Edmonton, Toronto and Montreal. It is jointly led by DDB managing director Steve Kennedy and Junxion Strategy strategic counsel and client lead Peter ter Weeme.

The Echology initiative will also turn its eye inwards to ensure that the agency is itself a sustainable organization. The name, er, echoes the agency's internal ECHO program, through which DDB is measuring and reducing its carbon footprint, reducing waste, developing sustainability-based procurement policies and improving the employee experience and the company's community investment programs. The two companies first worked together on this program last fall.

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