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Back at our Social Media - The Sex & Sizzle event that we held in January 2007, I was surprised to see the number of public relations attendees in the room, as I’ve thought that advertising agencies would be the first to embrace this new area of business. Fast forward the clock a few months and communications agency DDB Canada has announced they too have jumped into the social media space with their latest division, Radar DDB. The new practice is said to be a “hybrid resource that reinvents the agency model by combining the skill sets of a news gathering organization, a Hollywood publicity agent, an advertising agency, a guerrilla event company and a digital programming expert. ”

With the rise of Web 2.0 and the explosive use of social media, DDB Canada needed to find new, impactful and immediate ways to engage consumers and create meaningful relationships between them and our clients’ brands,” says Frank Palmer, Chairman and CEO of DDB Canada. “Representing a new way of speed-to-market thinking, a bold new model and interdisciplinary approach to marketing, Radar DDB utilizes social media as well as other mediums to generate “talk value” and a measurable return on investment for clients.

The new service is being lauched from DDB Canada’s Vancouver office with Yvonne van Dinther as the Managing Director. No word yet on which clients Radar DDB is offering the new service to, but we’ve been promised a follow up announcement will be coming soon. If DDB Canada does things right they could offer a very unique service by leveraging their other divisions that touch on other channels such as online and offline through such as their DDB Kid Think (youth marketing), Tribal DDB (online and interactive), Rapp Collins (direct) divisions.

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