Bob Scarpelli is the former Chairman and Chief Creative Officer of DDB Worldwide, where he spent 35 of his 37-year career.
While at DDB, he was a tenacious champion of DDB’s defining values: Creativity and Humanity. And of DDB’s core belief that creativity is the most powerful force in business. As leader of one of the world’s great agency brands, Bob embodied Bill Bernbach’s mantra that "word of mouth is the best medium of all." Bob is such a passionate believer in "Talk Value" that he trademarked the term which informed and guided DDB’s evolution to "Share Value", the power of transformative ideas that people want to participate in, play with and pass along.
Inspiring ideas that become part of popular culture and connect communities, such as "Whassup" for Budweiser and "Real Men of Genius" for Bud Light, was at the heart of Bob’s vision for his clients and for DDB.
Under Bob’s leadership, year and year out, DDB ranked as one of the worlds most awarded agency networks. Its agencies won Agency of the Year awards in various countries 35 times. Bob has served as Jury President of several international shows, including President of the 2007 Film and Press Jury and 2011 Titanium and Integrated Jury in Cannes.
In 2004, Bob was awarded the Silver Medal by the Chicago Advertising Federation for service to the advertising business and the community. In 2012, he was inducted into the Festival of Latin American Advertising Hall of Fame.
In 2013, he was elected to the Advertising Hall of Fame.
Bob now teaches a class on the power of ideas to build brands in the Northwestern University graduate program in Integrated Marketing Communications. He also serves on the board of the Chicago International Film Festival, Off the Street Club and the advisory board of the Virginia Commonwealth University Brand Center. In addition, in his retirement, he’s just trying (unsuccessfully) to rest.