Sonya Ridley joins DDB NZ as head of shopper marketing; Courtney Dow promoted to retail CD

DDB Aotearoa NZ has bolstered its retail expertise through two recent appointments, adding a new dimension to its offering that will provide clients with a more holistic set of creative solutions.

Sonya Ridley (right) has been brought on as head of shopper marketing along with Courtney Dow (left) who has been promoted to help drive the agency’s retail offering as creative director.

These movements signal DDB Aotearoa’s refreshed approach to retail, providing a shopper focused lens to the creative thought process and expanding the agency’s offering for current and future e-commerce, FMCG and retail clients.

With more than 15 years of experience, Ridley specialises in integrated retail and shopper marketing and has worked on leading FMCG brands and blue chip retailers.

Formerly GM at Farrimond New Zealand, Ridley’s new appointment at DDB Aotearoa sees her working across a variety of existing retail clients, including Coca-Cola Amatil, Farmlands and New World. She will be responsible for ensuring shopper marketing is integrated within the agency and factored into the creative process from the initial conceptual stages through to implementation.

Says Ridley: “I am thrilled to be a part of DDB Aotearoa, acting as the bridge between brand and shopper to help the team deliver creative campaigns that flow through to in-store and online.

“It’s great to work with an agency that truly embraces shopper and understands the potential it has in market. Integrating retail and shopper marketing to DDB Aotearoa’s broad range of creative services will ensure shopper is considered from the get-go – this will help us really hone in to our clients objectives and deliver them across a variety of channels.”

Dow’s promotion to creative director comes in recognition of his fantastic contribution to the business over the past two years, particularly the retail space.

Having held senior positions at some of the UK’s most well-known agencies, such as VCCP and JWT, Dow will be drawing on his past experience to deliver fresh, inspiring work that drives sales for DDB Aotearoa’s retail clients.

Says Dow: “I’m looking forward to helping to guide our retail offering alongside the talented team at DDB Aotearoa to create brave, unexpected work.”

Says Priya Patel, CEO, DDB Group Aotearoa: “Our clients want to see world-class creative thinking that is truly integrated through the line. Increasingly blurring the lines between brand, retail and shopper marketing, the best work travels effortlessly across channels and these appointments are testament to our commitment to delivering on that.”