News Advertising Marketing Creativity
Vinita Bhatia
Feb 24, 2025

Creativity isn’t just about storytelling—it’s about impact: Josy Paul on BBDO’s bold new chapter

As BBDO launches Do Big Things, its first global repositioning in nearly three decades, the chairman and chief creative officer of India unpacks how the agency’s new direction champions purpose-driven creativity, cultural relevance, and ideas that spark real-world change.

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