BBDO launches new global vision to focus on bolder creativity & impact

BBDO Worldwide has launched a new global vision, 'Do Big Things, to signal that the agency is doubling down on bolder creativity and impactful results. The agency network, known for its long-standing emphasis on 'The Work, The Work, The Work,' says this evolution represents a deeper cultural shift.

According to BBDO, 'Do Big Things' emphasises creativity that challenges expectations, sets new industry standards, and drives meaningful impact.

"People say advertising is dead... I believe it’s small-minded to think big is bad," said Nancy Reyes, CEO of BBDO Worldwide. "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, " Nancy Reyes, CEO of BBDO Worldwide, explained the philosophy behind the company's new global vision.

Reyes joined BBDO from TBWA in 2023 and became the worldwide CEO in 2024, is leading the charge on the shop's new vision.

Tze Kiat Tan, CEO of BBDO Asia, spoke to Campaign Asia-Pacific about the importance of this shift in the Asian market. "Asia isn’t just growing—it’s transforming at a speed unmatched by the rest of the world," Tan said. "'Do Big Things' isn’t just about scale; it’s about fearless innovation... in ways that are both deeply local and powerfully global."

Tan was promoted to lead the Asia business in 2022 after previously serving as Greater China CEO.

BBDO outlined three key perspectives that underpin the new vision:

• Expanding the definition of great work: BBDO will now measure success beyond execution, focusing on ideas that create real impact, challenge norms, and drive innovation.
• Encouraging bold, impactful thinking: Leadership will foster an environment where teams are empowered to take bigger creative risks.
• Refining success measurement: The agency will introduce a new checklist to evaluate creativity, focusing on 'Acts, Not Ads,' 'Big Ambition,' 'Big Purpose,' and 'Big Results.'

The agency said that effectiveness and awards will continue to hold value, but the focus of the new mantra will be on scale and significance.