DDB Gives Women the Opportunity to Embrace Risk and Embrace Equity Together

A 2022 study of over two thousand men and women titled, 'The Gendered Consequences of Risk-Taking at Work' found that women are less likely to take a risk, especially at work. While studies have shown that women aren’t inherently risk-averse, they face less rewarding consequences when they take risks, thus making them less likely to do it again. This ultimately affects their jobs, as women often get left behind professionally, while their male counterparts typically do not. 

In the spirit of Embracing Equity - this year’s International Women’s Day theme - DDB chose to spotlight the women of the network who embrace risk and feel the freedom to do so. Not just at DDB, but at any point throughout their professional life.  

Nikki Lamba, global chief diversity, equity, and inclusion officer at DDB Worldwide said, “We recognise that our employees have different circumstances which call for a variety of support systems from their teams. DDB’s core values, the Four Freedoms, foster an equitable environment, giving our employees the psychological safety to take everyday risks without fear of failure or repercussion. Creating the conditions for employees to go after what they want and embrace risk-taking, we believe, is key to their development and professional growth.” 

Challenging the status quo has always been part of DDB’s DNA. Dating back to when Doyle, Dane Bernbach opened its doors in 1949 and hired Phyllis Robinson as its first female copy chief – a first in US history. Phyllis was free to set her own rules and fostered an atmosphere where any person or idea, was welcomed and considered. She ultimately helped build the most creative and diverse agency of the Mad Men era, which broke all the rules for both men and women alike. 

In 1987, the introduction of the DDB Four Freedoms (Freedom from Fear, Freedom to Fail, Freedom to Be, and Freedom from Chaos) by then-CEO, Keith Reinhard, fortified these core beliefs which were reimagined in 2022 to reflect the shifts in culture and how exceptional creative work is produced. 

Roisin Rooney, global chief people officer at DDB Worldwide said, “Through the positive framing of risk, our ambition is to foster an atmosphere everyone feels empowered to take calculated risks – and reap the rewards. Our founders paved a clear path marked by integrity, experience, openness, mutual respect and of course, freedom. It’s through these qualities and our foundations of freedom that DDB remains a place where talent can learn, grow, thrive, and take calculated risks more confidently. Organisations that embrace risk will find an untapped competitive advantage.” 

To learn more about this initiative and to view their stories, please visit here.