DDB Group Melbourne has promoted deputy executive creative director, Giles Watson, to executive creative director, effective immediately.

Watson will lead DDB Group Melbourne’s creative direction with his distinctive brand thinking, working closely with chief creative officer, Psembi Kinstan.

Watson joined DDB Group Melbourne in 2021 as a creative director. He built out the creative leadership team quickly, boosting the agency’s creative thinking and craft. In April last year, he was promoted to deputy executive creative director, bringing his generous leadership style and ambition to help grow the agency’s headcount to more than 100 and produce award-winning work for clients.

Watson has enhanced DDB Group Melbourne’s commitment to creating enduring ideas and distinctive brand worlds. He was the driving force behind many of the agency’s highly awarded and effective campaigns such as Movember’s Mancestry and the Mo is Calling, Porsche’s Taycan Arcade, NGV’s Creative Index, and most recently the global launch of the University of Dyslexic Thinking. His campaigns have been integral in DDB Group Melbourne being named The Work’s #2 Agency of the Year in 2023 and 2024.

Prior to joining DDB Group Melbourne, Watson worked at Clemenger BBDO and Howatson+Company, delivering campaigns such as Matilda Bay’s Rejected Ales and Snickers’ Hunger Insurance, which are still among the most awarded work for their respective agencies.

Psembi Kinstan, DDB Group Melbourne chief creative officer, stated, “Giles is the best in the business. He is the epitome of the modern creative that champions every medium and understands the power of a big idea. No-one works harder to get to the most original and effective work – every part of our business is improved by his leadership. He’s superbly strategic, an incredible role model and a deeply trusted partner to our clients.”

Khia Croy, DDB Group Melbourne general manager, added, “From our first moments working together  – many moons ago – I have always had a great amount of respect for Giles, both professionally and personally. He is, and always has been, the embodiment of DDB’s Talented and Nice philosophy – there is simply no greater partner for our clients, or leader for our team.”

Giles Watson commented, “I was lucky enough to have joined a collection of incredibly ambitious minds here at DDB Melbourne – people who inspire me every day. I couldn’t be more excited (or intimidated) to now have this opportunity to join them in shaping our next chapter.”