Darla Price has joined DDB New York as president while Auro Trini Castelli comes aboard as chief strategy officer.
Price has more than two decades experience running brands across technology, CPG, retail, beauty and B2B, both domestically and internationally. Most recently president of 215 McCann, Price has spent the last seven years in executive roles at McCann New York. Price is a creative-first leader who brings growth and big brand experience to her role, in addition to her background as an Executive Coach and DE&I champion. Her approach to culture-driving creativity has resulted in award-winning success for tech giants like Microsoft. Price’s style is a fusion of ideas and a barrier breaking energy that drives growth for both the client and agency.
CSO Trini Castelli will report to Price on all strategic functions for DDB NY clients, playing an instrumental role in fortifying the agency’s strategy, digital and design capabilities. He joins from agency Elephant where he oversaw strategic development for offices in the U.S. and internationally. Trini Castelli brings over two decades of design and marketing experience in both Europe and North America to his role. He has worked for some of the world’s most noted B2B and B2C brands including Apple, Beats by Dre, Goldman Sachs, HP, Morgan Stanley and OREO across a vast range of markets, categories and disciplines.
“Darla and Auro join DDB at such a pivotal time for the New York office,” said North America CEO Justin Thomas-Copeland. “These leaders have the pedigree to continue the work of marketers like Bill Bernbach and Phyllis Robinson where they had their start, in New York City. Darla is a deeply respected executive leader who has helped build iconic global brands through award-winning creativity. Auro’s strategic expertise spans design thinking, technology and data to build business and brands through progressive creativity and purposeful experiences. Combined they will form an unstoppable force. These leaders will bring a fusion of progressive and connected thinking, creativity and world class making to grow our clients’ business. This will revolutionize the office.”
Price said, “I was drawn to DDB because of what the agency is famous for–creativity. Creativity has the ability to unlock new consumer connections, deeper brand engagement, and bring forward unexpected solutions to drive growth for our clients. The new energy and capabilities at DDB New York will allow us to build what we see as the agency model of the future, while staying true to the high-caliber creative the business was founded on. I’m honored to be a part of such a great legacy.”
Trini Castelli added, “I am looking forward to constantly redefine what creativity means and demonstrate the value that it will bring to our clients, to their stakeholders, and to all of society.”
Both leaders join DDB New York during a time of change, having recently left its iconic Madison Avenue offices for a building in New York’s Financial District where it and DDB Worldwide are headquartered. DDB Worldwide has also shifted its approach to business with an evolved brand positioning entitled “Unexpected Works.” The positioning was presented to DDB’s global workforce with the agency’s first virtual conference and announced with an unexpected billboard. The agency’s history of tapping into the unexpected dates back to the iconic Volkswagen “Lemon” campaign, an advertisement with a history firmly planted in New York.
“Auro and Darla are a force of nature and will inspire a new chapter in DDB New York’s legacy,” said Thomas-Copeland. “We are excited to have such creatively minded and connected leaders shake up our flagship office.”
