Key Highlights:
- Strategic Shift: BBDO transitions from its longstanding mantra, “The Work. The Work. The Work.,” to a new global positioning: “Do Big Things.”
- Leadership Vision: This change is spearheaded by Global CEO Nancy Reyes and Global CCO Chris Beresford-Hill, both of whom joined BBDO in 2024.
- Agency Ambition: The new philosophy emphasizes tackling significant challenges with bold ideas, aiming for substantial impact and fostering ambitious talent.
Summary: BBDO, the renowned advertising agency under the Omnicom umbrella, has announced a significant evolution in its global positioning. Departing from its decades-old mantra, “The Work. The Work. The Work.,” the agency is embracing a new philosophy: “Do Big Things.” This strategic shift reflects BBDO’s commitment to addressing substantial challenges through innovative ideas and impactful solutions.
The initiative is led by Global CEO Nancy Reyes and Global Chief Creative Officer Chris Beresford-Hill, both of whom assumed their roles in 2024. Reyes articulated the agency’s renewed focus, stating, “We aim to channel our creative energy and strategic insight toward solving the most pressing problems, moving from tactical executions to upstream solutions that drive significant impact.”
Beresford-Hill emphasized the agency’s broadened scope, noting, “While delivering exceptional consumer experiences remains paramount, we are also dedicating efforts to initiatives that generate meaningful action and value.” This repositioning aligns with recent developments within Omnicom, which recently acquired Interpublic Group (IPG), forming the largest agency holding network globally. In this dynamic landscape, BBDO’s “Do Big Things” ethos underscores its dedication to leading with purpose and ambition.
