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Bob Scarpelli

Bob Scarpelli

Adjunct Lecturer

Bob Scarpelli co-teaches a course called Building Brands with Creative Ideas. His class focuses on the importance of creativity and the power of big ideas to build brands. Bob’s fundamental belief and the foundation of the class is that “creativity is the most powerful force in business.”  

Scarpelli is the former chairman and chief creative officer of DDB Worldwide, one of the largest, most creative and influential advertising agency networks in the world with over 200 offices in more than 90 countries. While at DDB, he helped build numerous individual brands for clients such as McDonald’s, Anheuser-Busch, State Farm, Volkswagen, Philips, General Mills, Kraft, Unilever, Johnson & Johnson, Capital One, Dell, Discover Card, Exxon Mobil, Michelin, Audi and SC Johnson among others. He spent 35 of his 37-year career at DDB, beginning as a copywriter in the Chicago office.  

Inspiring ideas that became part of popular culture were at the heart of Scarpelli’s vision for DDB and its clients. He and his teams were responsible for the iconic campaigns “Whassup” for Budweiser and “Real Men of Genius” for Bud Light.  


Awards And Honors

Scarpelli and his creative teams are among the most awarded in advertising history. He has chaired numerous awards show juries including serving as the 2007 President of the Film and Press Jury and 2011 President of the Titanium and Integrated Jury at the Cannes Lions International Festival of Creativity, the most prestigious show in the advertising industry. He has spoken at industry conferences and events around the world. 

In 2004, Scarpelli was awarded the Silver Medal by the Chicago Advertising Federation for his contributions to the industry and the community. He was inducted into the Festival of Latin American Advertising Hall of Fame in 2012.  

In 2013, he was inducted into the American Advertising Federation Hall of Fame.