BBDO refreshes identity with new global vision 'Do big things'

Omnicom Group's creative agency BBDO has rolled out its first global repositioning "Do big things" in nearly 30 years, emphasising "big" is not about size, but about solving big problems, delivering big results and partnering with brands with bold ambitions.

The move is understood to be spearheaded by global CEO Nancy Reyes and global chief creative officer (CCO) Chris Beresford-Hill, and aims to redefine BBDO's role in an evolving advertising landscape while staying true to its creative roots.

It comes as BBDO has been defined by its methodology "The work, the work, the work" for decades. While that foundation remains, the evolution signals a deeper cultural shift. "Do big things" represents a renewed focus on creativity that challenges expectations, sets new industry standards, and reaffirms the core purpose of advertising: to drive meaningful and big impact.

The brand refresh comes with a new visual look for its website, designed by a team led by Fabiano Tatu, head of art and design at BBDO LA, alongside chief strategy officer Emily Portnoy and CCO Matt Miller. 

Nancy Reyes, CEO, BBDO Worldwide, said: "People say advertising is dead. That being big is bad. Big is old. I believe it’s small minded to think big is bad. At BBDO, we don’t just embrace big - we own it. The world’s biggest problems need bold ideas, fearless storytelling, and brands ready to make an impact. The brands that shape the future don’t think small. They take risks, make noise, and demand creativity that doesn’t just work—but wins. That’s why we’re here. That’s why we do big things."

"Big problems demand big strategy and creativity that drive real impact. Big talent thrives in an environment where they are empowered to become their biggest selves. Big brands don’t settle for mediocrity—they challenge and innovate," Reyes added.

“This isn’t just a new direction - it’s a movement. A shift in how brands think, create, and connect. At BBDO, 'Do Big Things' is more than just a philosophy, it’s our promise. To push harder, think bigger, and transform brands into icons.”

Tze Kiat Tan, CEO, BBDO Asia, said Asia isn’t just growing, it’s transforming at a speed unmatched by the rest of the world.

"Here, creativity must move faster, smarter, and bolder - where ideas don’t just resonate, they redefine industries. 'Do big things' isn’t just about scale; it’s about fearless innovation, adaptability, and shaping the future of creativity in ways that are both deeply local and powerfully global." 

MARKETING-INTERACTIVE has reached out to BBDO for more information.

Don't miss: Omnicom initiates US$13bn deal to acquire IPG: Was the writing on the wall?

The latest move comes after Omnicom initiated a US$13.25 billion all stock deal to acquire Interpublic Group. The combined company will bring together the industry’s deepest bench of marketing talent and the broadest and most innovative services and products, driven by the most advanced sales and marketing platform.  

Together, the companies will expand their capacity to create comprehensive full-funnel solutions that deliver better outcomes for the world’s most sophisticated clients. 

Upon the acquisition, the new Omnicom will have over 100,000 expert practitioners. The company will deliver end-to-end services across media, precision marketing, CRM, data, digital commerce, advertising, healthcare, public relations and branding. 

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