For four decades, Ellis Verdi, Founder and President of DeVito/Verdi, has helped shape some of the most talked-about — and often controversial — campaigns in retail advertising. From launching Daffy’s with bold, conceptual creative to working with Macy’s, Kohl’s, Men’s Wearhouse and Meijer, Verdi has built a career on one philosophy: tell the truth, even if it ruffles feathers.
Retail Remix host Nicole Silberstein sits down with Ellis to discuss what’s changed (and what hasn’t) about connecting with consumers, the ongoing tension between brand and performance marketing, and why controversy isn’t always a bad thing — if it comes from an honest idea.
Ellis shares the stories behind some of his favorite campaigns, including the infamous “straightjacket” Duffy’s ad that sparked protests, and how ads for Macy’s I.N.C. brand and Meijer’s private label spinach redefined how retailers communicate value. He also weighs in on recent campaigns — like Levi’s x Beyoncé and of course, Sydney Sweeney x American Eagle — that signal a welcome return to upper-funnel brand storytelling.
Key Takeaways:
- Why conceptual advertising still matters in today’s performance-driven landscape;
- How controversy can serve a campaign — when it’s rooted in truth; and
- The importance of balancing top-of-funnel branding with down-funnel ROI.
Related Links
- Explore DeVito/Verdi Advertising’s creative work and legacy
- Watch the Macy’s I.N.C. ad featuring Heidi Klum
- Watch the Meijer spinach ad
- Related reading: The Top 10 Best-Performing Retail Ads from the First Half of 2025
- Catch up on all episodes of Retail Remix
- Get more insights from retail industry leaders on Retail TouchPoints
