Dion Appel steps into MD role at DDB Melbourne as the Group acquires Lifelounge business

DDB Group Melbourne has announced the appointment of Dion Appel into the role of managing director, DDB Melbourne, as the Group also confirms the acquisition of Appel’s Lifelounge Agency.

Appel, a co-founder of Lifelounge Agency, has nurtured and successfully grown the business into a multi award-winning specialist marketing business since launching in 1999. The agency and Dion have become synonymous with leading edge youth communication and marketing.

Says Andrew Little, DDB Group Australia, CEO: “Dion is a brilliant modern mind in addition to an outstanding business leader and passionate entrepreneur. He has been at the forefront of creative communications within one of the toughest market sectors – youth and millennial – harnessing insights, data, media and technology to impressive effect.

“Whilst Dion steps into the role of Managing Director DDB Melbourne, we will also perpetuate the Lifelounge brand combining it with the creative force and scale of DDB Group Melbourne. This is the perfect combination in terms of our skillset and the requirements of our clients today and we have no doubt that the partnership of Darren Spiller, Dave Brown and Dion Appel will prove a formidable and dynamic force.”

Says David Brown, managing director, DDB Group Melbourne: “We’re really looking forward to having a talent of Dion’s calibre leading the DDB team. I’m certain that he’ll bring truly innovative thinking and a whole lot of passion to DDB Melbourne.”

Says Darren Spiller, chief creative officer, DDB Group Melbourne: “I’m delighted to have Dion and his entrepreneurial spirit on board. He brings an infectious energy that permeates everything he does.”

Appel is a board member and director of The Melbourne International Comedy Festival, sits on an RMIT Advertising course industry advisory committee and is a member of the Victorian committee for The Communications Council.

Says Appel: “I’m thrilled about the opportunity to take what I have created with Lifelounge since its inception onto a bigger platform – continuing to have all the positive elements of the Lifelounge Agency, now combined with the clout and resources of a global network. Our ability to credibly deliver on ‘Big Boutique’ will provide DDB clients with a real competitive edge in the market.”

Says Little: “In a world where customer knowledge is the greatest asset to deliver growth we believe building deeper segment understanding and connecting this to our insights and creative ideas, will deliver superior client growth opportunities. Lifelounge and Dion both move us along this continuum significantly, and enable DDB to deliver segmentation and integration in a way other agencies cannot.”