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BBDO, the Omnicom-owned advertising giant has announced on February 20 an update to its global positioning.

For 30 years, BBDO’s motto was "The Work.The Work.The Work.", a testament to their dedication and focus on delivering creative excellence. Now, it seems they’re thinking bigger, bolder, and braver with a new mission that has recently been set --more of a mantra tagged #DoBigThings.

Something is changing at BBDO, an agency that has always been at the forefront of creativity. Now the global ad agency is obvioulsy taking things even further.

“We’re not just thinking big—we’re built to #DoBigThings. Big ideas. Big talent. Big impact. Big ambition,” read the agency’s Instagram post announcing its new philosophy. 

The BBDO website reflecting this new positioning reads: “We solve big problems with strategy and creative that make a big impact. We work with brands and marketers that have the biggest ambitions. We hire big talent and bring them big opportunities that build boundless careers. Want to Do Big Things?”

Nancy Reyes, Global CEO of Omnicom Group, and Chris Beresford-Hill, BBDO America’s Chief Creative Officer, joined forces in creating a newer and bolder vision for the agency. 

Reyes explained that BBDO’s goal goes beyond focusing solely on outputs; it seeks to emphasize that its “big thinking” extends past final campaigns, shaping client outcomes through consulting, strategy, brand partnerships, and other avenues.

The global chief officer of BBDO Worldwide asserts:“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.” 

In an industry where innovation drives success, BBDO is leaning into bold statements, as it prepares to #DoBigThings.

“Do Big Things” is certainly about making real impact, addressing big challenges, and delivering ideas that truly resonate. Does this mean it wasn’t the case so far?

“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,” said Tze Kiat Tan, CEO of BBDO Asia.

This new path from BBDO comes a few months after its parent company Omnicom announced a purchase of rival Interpublic Group (IPG) creating the world’s biggest agency holding network.

As the new entity, which retains the Omnicom name works on rebranding and redefining its strategic direction, agencies within both networks are competing for a strong position in the newly merged entity.