'It's never been a better time': BBDO's global leaders bet big on creativity and a fresh start

"BBDO has, globally, carried a lot of weight in this industry," says Nancy Reyes, the agency's new global president and CEO. And she's right. For decades, the name BBDO has been synonymous with advertising excellence, a creative engine built on 'The Work, The Work, The Work.' But the industry is changing at warp speed, and even legacy shops need to adapt.

BBDO has decided it is time for a reinvention, a fresh start, and a whole new way of thinking. So, 'Do Big Things,' its new global vision, is a rallying cry for a network determined to reclaim its creative crown.

As Reyes, who joined BBDO from TBWA in 2023, puts it, "We feel like we have a responsibility to help the industry get over this identity crisis that it has. For us, it starts with restoring the notion that creativity is everything."

She says this isn't just a new slogan; it's a declaration of intent. A promise to clients that BBDO is ready to tackle their biggest challenges, not just with clever ads, but with innovative solutions that drive real business impact. And it's a commitment to fostering a new generation of leaders, particularly women, who will shape the future of the agency and the industry as a whole.

During a recent trip to China, Reyes and chief creative officer Chris Beresford-Hill sat down with Campaign Asia-Pacific to talk about their ambitious vision. 

A creative philosophy for a new era

Reyes and Beresford-Hill have been travelling extensively, introducing this vision to teams worldwide and reinforcing the agency's commitment to strategic innovation.

Explaining the rationale behind the shift, Reyes states, "Whenever clients talk about why they work with BBDO, because 'you have such a long history of clients, long relationships, big incredible brands.' They always say because BBDO helps me do something big. And that big wasn't about a piece of advertising or content, but maybe it was a different way to look at their business. These are big business issues that creativity was applied to."

With this new approach, BBDO aims to bring global teams together through initiatives such as the formation of a creative council and the redesign of an innovation and AI operations council to help clients navigate their business challenges through creative solutions.

Beresford-Hill sees this as an opportunity to rethink traditional industry practices. "When we say we ‘Do Big Things’, we have the liberty to take a step back and ask, is there an even bigger problem or opportunity here? It's about real partnership with clients and applying our big brains to the biggest possible challenge every time. Hopefully, the work will have a bigger impact and do a lot more."

Reyes also discusses how this new vision will be implemented across the network. "To achieve this [vision], we sometimes need to shift from a network approach to a community-driven one. We must unveil this new positioning, equip our people with the right training and skills, and ensure they can have these conversations with our clients. Additionally, we need to sit with our clients and reaffirm our commitment to them. The challenge is taking an agency that has thrived for 20 years and ensuring it remains strong for another 20."

Reyes also acknowledges the weight of leading BBDO’s global team, stepping into the shoes of industry veterans Andrew Robertson and David Lubars. Under Robertson’s guidance as chairman, Reyes has brought new perspectives to the agency’s leadership.

"When you come in fresh you can just see things more quickly. You can say this is where we want to make some change before you become reluctant to change, which is a normal thing that happens. I do want us to move faster. I'm a person committed to speed," she shares.

She also recognises BBDO’s broader responsibility in the industry’s ongoing transformation. "BBDO has, globally, carried a lot of weight in this industry. So, we feel like we have a responsibility to help the industry get over this identity crisis that it has. For us, it starts with restoring the notion that creativity is everything."

Championing female leadership

Reyes has long been an advocate for female leadership in the industry, previously spearheading executive coaching programmes like Circle of Women at TBWA to support women in building confidence and articulating their ideas effectively.

Within BBDO, female CEOs are now a significant part of the leadership team alongside Reyes. "It never works until you see the change at the top. For us, it has always been critical that we have diversity and women in leadership. We have some amazing female CEOs. Here in China, we have Tze Kiat Tan, in New York, we have Jiah Choi. In Australia, we have Lee Leggett. And in New Zealand, Angela Watson. We have to be able to show women coming into this business that there is a path ahead."

The network is also formalising mentorship opportunities, enabling young women to connect with senior leadership. Beresford-Hill adds that BBDO is establishing a council of leading female creative talents worldwide, including Bridget Alkema (creative chair of the Clemenger Group), Nadja Lossgott (co-chief creative officer of AMV London), and Lock Sin Chong (executive creative director in Beijing).

"The plan is to gather leading female talent and let that group decide what we want to build—what kind of mentorship programmes, what kind of support and what kind of community. And then Nancy and I will back what they decide to do 100%," he says.

'It's never been a better time for advertising and creativity' 

Addressing the broader industry conversation about advertising’s future, Reyes rejects the notion that the industry is in decline. "People have said we will go away because of Web3, or the Metaverse, or the big holding companies—now it’s AI taking our jobs. But it’s our opinion that it's never been a better time for advertising and for creativity. We just have to bring the confidence back. And this feels like a pretty global issue, even if things are different market by market. That's one thing that is true overall."

Reyes also highlights the growing influence of Chinese brands and BBDO’s role in collaborating with them. "There is a desire to create agencies, big networks and small local shops. To be honest, it's good to have a lot of competition because competition grows the category and competition helps everybody work to just be better and better."

Beresford-Hill weighs in on BBDO’s approach to technology, particularly generative AI. "When it comes to new technology, we want to be the very best at applying it to creative problems and doing things that have never been seen before." He cites Colenso BBDO’s Grand Prix-winning campaign "Adoptable" for Pedigree at Cannes Lions 2024 as an example of innovation in action.

As the interview draws to an end, we can't help but feel that the agency is standing at a crossroads. The weight of legacy is undeniable, and the energy of its new leadership is palpable. The question isn't whether BBDO can change – it's whether it can change fast enough to meet the demands of a hyper-evolving industry.

And perhaps that's why Beresford-Hill's parting remark hits deep. While reflecting on some of BBDO’s recent work, such as AMV London’s work for the Mercedes AMG Petronas F1 Team, BBDO New York’s 2024 Halloween zombie film for Snickers, its ‘Pepsi Chase Cars’ campaign, and India’s famous #ShareTheLoad work for Ariel, we ask about his favourite work.

He offers a straightforward take: "The real answer is the next one."

There's something quite profound about this: not recounting any trophies or reminiscing past glory and instead gunning for what's coming next. It's a bold challenge, a declaration of intent. Quite frankly, we can't wait to see what the next 'Big Thing' is.