Arnold: DuckDuckGo names agency creative partner


With the demand for online privacy protection at an all-time high, DuckDuckGo, already a leader in the space, has set an ambitious goal to become a household name for “Privacy, simplified.” After a competitive pitch, Arnold was appointed as DuckDuckGo’s creative partner for a new advertising campaign to help meet this goal.

DuckDuckGo is an all-in-one privacy app making it simple to use the Internet more privately. With one download you get a private web browser, private search engine, top-of-the-line tracker blocking, and more.

While DuckDuckGo has historically grown organically at roughly 50% YOY, due in large part to its passionate userbase and the dramatic increase in privacy awareness around the world, the company sees the next few years as breakout period.

DuckDuckGo selected Arnold based on the agency’s inspired creative that takes the generic ‘inspirational’ big tech ad campaign and flips it to celebrate privacy by declaring people’s online activity, their searches, browsing and purchases, are “none of our business.” 

George Sargent, CEO, Arnold+Havas Media Boston expressed his excitement, “We love collaborating with challenger brands, and it doesn’t get much more exciting than working with a brand like DuckDuckGo—continuing its positive momentum and upward trajectory. DuckDuckGo is taking on one of the industry’s most important issues today helping people protect their privacy with their free simple all-in-one privacy protection for any platform.” 

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Cristina Stanley, VP, Marketing, DuckDuckGo, added, “DuckDuckGo is the “easy button” for online privacy. Fueled by consumer demand for online privacy protection, over the last 12 months our apps have been downloaded more than 50M times, our search traffic increased 55%, and we became the #2 search engine on mobile in the U.S. Over the last month, we rolled out this new ad creative developed in partnership with Arnold in 175 metro areas across the U.S., accelerating our progress towards becoming a household name for simple privacy protection.”

As of May 2021, DuckDuckGo users search an average of 95 million times per day and 2.9 billion times per month.