DDB Group Asia Pacific advance Richard Morewood to Regional Business Director

In his new role, Morewood will work to facilitate greater connectivity between DDB’s offices – enhancing creative solutions across the region – inspiring excellence in both local and regional business solutions for McDonald’s. Reinforcing the skillsets accessible at DDB Group’s Global Creative Hub, Morewood will be based in DDB’s Shanghai office.

John Zeigler Chairman and CEO of DDB Group Asia Pacific, India & Japan said, “Richard will be based in Shanghai, which complements the strategic focus McDonald’s has on China, and the depth of our strategic capabilities and insights we offer at our Shanghai agency.”

Morewood was previously Managing Partner of DDB Group Australia with a particular focus on the McDonald’s account across DDB Group Australia and New Zealand (ANZ). Over the last two years he has overseen a refresh of the DDB ANZ team, leading to a strengthened relationship with the client, and a significant improvement to the agency’s creative product.

Zeigler added, “Richard has done an incredible job leading the McDonald’s business in Australia and New Zealand; helping to transform the quality of the work, which was so well recognised at Cannes Lions this year. I know he will now use this experience to build creative and strategic excellence for McDonald’s across the entire region.”

DDB Group Asia Pacific has grown its McDonald’s business significantly in the region. Six years ago the agency worked with the brand in only three countries in the region, today it works with them in eight countries, including Australia, New Zealand, Hong Kong, China, Japan, Singapore, India and Korea.

Morewood said, “I am enormously excited to be taking on a regional role with DDB and McDonald’s. The move clearly demonstrates the mobility opportunities and regional network capabilities the group provides.”

During his time leading the account in Australia and New Zealand, Richard was behind key creative highlights, including the naming and launching of the McDonald’s ‘Loose Change Menu’, the groundbreaking ‘Track My Maccas’ provenance app and the multi-award winning ‘Australia Day’ campaign.

Peter Rodenbeck, Vice President Regional Director, who works on DDB Group Asia Pacific’s key accounts, including McDonald’s, will continue to be involved in the business, however Richard’s appointment allows Peter to pursue interests outside of the industry.

Andrew Hipsley, McDonald’s Chief Brand Officer in APMEA said, “The partnership that Peter has led for DDB in the region has been strong and productive for the development of our brand over many years and we are very grateful to him. At the same time, it’s a testament to DDB that someone with the experience and caliber of Richard is stepping in and we look forward to continuing the great partnership.”

Under Rodenbeck’s management, DDB grew its McDonald’s business with a focus on digital and data AOR partnerships, while elevating the profile of its integrated work at key industry awards. Most recently, DDB Group Hong Kong’s ‘I’m Amazing’ and ‘Share the Blessings’ campaigns won the Grand Effie in 2013 and 2012 respectively – an achievement unheard of in the McDonald’s world. McDonald’s has also won Effie awards for campaigns created by DDB in Singapore, Australia, New Zealand and China – all of which contributed to the brand being crowned as the Most Effective Global Brand in both 2011 and 2012.

Prior to joining DDB, Morewood spent six years at M&C Saatchi where he initially led the Woolworths team and then extended his responsibilities to include the Freedom, Westfield, David Jones and ING accounts. He was also a member of the senior leadership team of the agency with responsibility for people and training.

Morewood has also worked for a number of world-class agencies in London, spending time at Saatchi & Saatchi, Bates and agency start-up hot shop Mother.