Global ad agency Wieden+Kennedy Amsterdam has launched its first digital agency, The Dam Armada. This new unit will sit within W+K Amsterdam and comprises developers and designers who will develop digital products and run digital campaigns.

The Dam Armada team was created and will be led by Jordi Martinez, W+K creative technology director.

It’s about proactively developing digital opportunities for brands, working beyond the scope of the briefs we’re given. We are crafters, so we create unique, tailor-made, interactive experiences.

– Jordi Martinez

Lee Newman, managing director of W+K Amsterdam, believes that they have the latitude to experiment as an independent agency and it is their aim to foster a spirit of entrepreneurialism. Newman then claims that The Dam Armada is a perfect example of it.

Furthermore, he explains that this new digital agency requires a different mindset than the ad agency. Rather than answering client briefs, the Dam Armada will have the freedom to dream up digital ideas, and bringing those ideas to life will be the main goal.