• by Fern Siegel , February 13, 2023

DDB Fresh has been rebranded as Imminent and spun off as an independent agency.

Theformer Omnicom unit, part of DDB Europe, debut in September 2022, billed as "the world’s first fashion-innovation agency for non-fashion brands." Darko Silajdi is leaving DDB, where he previously served as CEO and for the past year as Executive Group Chairman, to lead Imminent.

The agency remains focused on fashion and design and the production of “objects of culture.”

“It just proves that the DDB Unexpected Works philosophy really works." said Silajdi. “It will continue to work closely with DDB, both on ongoing projects and on acquiring new orders.”

The current DDB Fresh team will transfer to the new agency, which is based in Prague.

Veronika Babkovová has been named project director and Magdaléna Mohelová is business director.