How BBDO plans to rewrite the rules of creativity with ‘Do Big Things’

Omnicom Group’s creative agency BBDO has introduced Do Big Things, its first global repositioning in nearly 30 years. The new platform shifts the focus from sheer scale to tackling major challenges, delivering tangible results, and collaborating with brands that aspire to make a meaningful impact.

This strategic move is led by BBDO Worldwide’s global CEO Nancy Reyes and global chief creative officer Chris Beresford-Hill. It signals a new direction for the agency as it adapts to the changing demands of the advertising industry.

Reyes describes the repositioning as more than just a new tagline. “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,” she said. The shift reflects BBDO’s ambition to go beyond traditional advertising and establish itself as a creative partner that drives change at a cultural and industry level.

A movement, not just a mantra

In a conversation with Campaign India, Josy Paul, chairman and chief creative officer of BBDO India, shared insights into why the agency chose this moment for a global repositioning. “BBDO has always been about great work, but Do Big Things is a natural evolution of that legacy. Creativity today isn’t just about storytelling—it’s about impact. The best ideas change industries, culture, and even lives. Now, more than ever, brands need creative partners who think beyond ads and build platforms that move people,” he stated.

For decades, BBDO has been synonymous with the philosophy of The Work, The Work, The Work. While that ethos remains integral to the agency, Do Big Things marks a deeper cultural and operational transformation. The repositioning acknowledges that creativity today must transcend traditional advertising and embrace new ways of engaging audiences, integrating technology, and driving business impact.

Paul pointed to campaigns like #ShareTheLoad, which reshaped conversations around gender roles, and Pedigree Adoptable Ads, which used data-driven creativity to help real shelter dogs find homes, as examples of how BBDO’s work has already embodied this philosophy. “Thinking big isn’t just about scale but about creating real-world change. This shift reflects where we believe creativity must go—bold, meaningful, and transformative,” he explained.

BBDO India wants to ensure that creativity isn’t just a marketing tool but a business accelerator.

Reyes reinforced the idea that advertising is far from obsolete. “People say advertising is dead, that being big is bad or outdated. But 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,” she stated.

Measuring success beyond awards

The shift to Do Big Things is particularly significant for dynamic and diverse markets like Asia Pacific and India, where creativity flourishes in many forms. Paul highlighted that the repositioning is not just a global mantra but a call to action at a local level. “We’re implementing more cross-office collaboration, empowering teams to take bigger creative risks, and integrating technology, culture, and commerce more seamlessly,” he said.

This approach aligns with the evolving expectations of brands operating in highly competitive and fragmented markets. The ability to leverage cultural nuances while driving large-scale transformation is crucial for agencies aiming to stay relevant in these regions.

BBDO Worldwide’s global CEO Nancy Reyes

A key aspect of bringing Do Big Things to life in BBDO’s daily operations involves rethinking how success is measured. Rather than focusing solely on industry accolades, the agency is looking at broader metrics, such as business impact, cultural relevance, and long-term brand growth.

Paul elaborated on this shift in mindset. “Do Big Things isn’t just about headline-grabbing campaigns; it’s about ideas that matter. Whether it’s a smart UX tweak that reshapes customer experience, a cultural insight that redefines brand perception, or an activation that shifts behaviour—every creative decision should aim to create impact. Sometimes, the smallest moves lead to the biggest change,” he said.

This emphasis on purpose-driven creativity underscores BBDO’s commitment to producing work that is both commercially effective and culturally resonant. The shift is a response to changing client demands, where marketing effectiveness is increasingly judged by tangible outcomes rather than just creativity for creativity’s sake.

A comeback or an evolution?

In recent years, some industry observers have suggested that BBDO had become quieter in the creative landscape. Does Do Big Things signal an attempt to reclaim its dominance, or is it a natural evolution of its creative ethos?

Paul dismissed any notion of a creative lull, maintaining that BBDO has always let its work speak for itself. “We’ve always been about making work that matters. Work that influences industry and adds value to brands. Do Big Things is a statement of intent: we’re here to do the most ambitious, culture-moving work in the world. Whether you call it a comeback or an evolution, one thing is clear—BBDO is thinking bigger than ever,” he asserted.

While some may view Do Big Things as a return to BBDO’s risk-taking roots, Paul positioned it as a blend of ambition and pragmatism. He noted that while creativity has always thrived on boldness, the best ideas today are also strategic, data-driven, and deeply connected to cultural shifts.

“Do Big Things pushes us to be bolder in our thinking while also ensuring that what we create delivers tangible, lasting results for brands. It’s about creativity with purpose—big ideas that don’t just disrupt, but drive real change,” he added.

Ultimately, Do Big Things is not just an internal transformation—it is a commitment to BBDO’s clients. The agency aims to translate this philosophy into meaningful changes in client relationships, consumer engagement, and problem-solving strategies.

Paul explained that the repositioning will influence the way BBDO approaches every client brief. “We’re fostering deeper partnerships with clients, prioritising bold ideas, and ensuring creativity isn’t just a marketing tool but a business accelerator. The shift will be felt in the work, the results, and ultimately, the way brands engage with the world,” he concluded.

With Do Big Things, BBDO is making a definitive statement about the role of advertising in today’s world. By championing bold creativity with purpose, the agency is not just keeping pace with industry changes—it is actively shaping the future of brand communication.