BBDO Worldwide (US)

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BBDO is the biggest of the three main advertising networks in Omnicom's portfolio. The group has long held a commanding position as one of the world's most prestigious networks, with around 290 offices in more than 80 countries. It has ranked for several years as one of the top two advertising agencies in the US, and its international subsidiaries - for example the UK's AMV BBDO, Germany's BBDO Gruppe and Australia's Clemenger BBDO - are also among the leaders in their local markets. The agency is widely admired for the quality of its creative work, and regularly features among the winners in advertising festivals around the globe. In fact the network as a whole has been the most awarded worldwide every year in the annual Gunn Report since 2006. Between 1920 and the late 1940s, the guiding light for what was then Batten Barton Durstine & Osborn, was Bruce Barton. Little known now, he was at the time considered to be one of the greatest admen of his era. See also

AMV BBDO
CLM BBDO
Clemenger BBDO
I&S BBDO
BBDO Germany
BBDO Spain
DLV BBDO Italy

Selected BBDO advertising

Clients

BBDO clients and contact details from Adbrands Account Assignments

Account Gains 2018: Ford (Global $2bn+), Dunkin' Donuts (US), Asda (UK £95m), Avocados From Mexico (US), American Egg Board (US), O2 (Germany), Virgin Atlantic (UK), Samsung (UK), BMW Group (Australia), iZettle (UK) Losses: Mercedes-Benz (Global), Lowe's (US), Campbell Soup Company (Global), Auchan supermarkets (France), GE Appliances (US), National Lottery (UK £45m), Douglas (Germany), PepsiCo Beverages (Australia)

Account Gains 2017: Macy's (US $500m), Hot Wheels, Fisher-Price (US), Carphone Warehouse (UK £30m), Great Ormond Street Hospital (UK), Beyondblue (Australia) Losses: Beck's (Germany), Virgin Australia (Australia), University of Queensland (Australia)

Account Gains 2016: DirecTV (US $350m), Lidl (Germany), Generali (Germany), Tropicana (US), LG mobiles (US), MetLife (Asia Pacific), LinkedIn (US), Merisant (Global), Douglas (Germany), Deutsche Bahn (Germany), Mattel (Australia), Kiabi (France), Hiscox (UK £8m), TAB betting (Australia), Virgin Holidays (UK £5m), Emirates Airline (Japan), Iglo (Germany), La Trobe University (Australia), Dunkin' Brands (South Africa) Losses: Hewlett Packard Enterprise (Global), Sainsbury's (UK £60m), Monster.com (Global), Deutsche Bahn (Germany), Arag (Germany), Chicken Licken (South Africa), Mitsubishi Motors (Australia)

Competitors

See ranking of Leading Agency Brands Worldwide

Contact

BBDO Worldwide
1285 Avenue of the Americas
New York, NY 10019
United States
Tel: 1 212 459 5000

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 8th Nov 2018: Ads Of The Week: "The Season of Good Dog". And so it begins... Had you realised that Christmas is coming? We have been literally deluged since last Friday by Yuletide specials. Just two days into November and then the floodgates open, despite the fact there are still more than seven weeks to go. You'll find many more over on our Facebook page. The way to cut through all the seasonal dross is to do something different. This extended film for Pedigree dog food, a joint effort from Colenso BBDO in New Zealand and the BBDO New York mother ship, does just that. It features all the usual seasonal cheer stuff, but approaches it from a different angle and spices up the whole with some cool cinematic tricks. And there's no happy ending! ... Actually we're kidding, there is, but you might be getting a little worried about how this is all going to turn out at around the 1:30 mark. Anyway, what's not love about any ad with puppies?

Adbrands Social Media 6th Nov 2018: "The Wonder of Giving". Another day, another deluge of Christmas ads. We're already fed up with all the tinsel and there are still seven weeks to go! In a few years' time, we'll be having to start Christmas shopping in July. Something different is always a special treat, so thank you BBDO New York for finding an original approach for what is presumably the first of several campaigns for Macy's. I think it's fair to say that of all the Christmas ads we've ever seen we've never seen Christmas in space. (We're ignoring that awful John Lewis Man in the Moon fantasy). BBDO takes a good tug on the heart strings with a charming tale of families separated over the holidays. Not by a warzone for a change but by a space station. It's a pleasing wrinkle to what is actually a bit of an old chestnut. Snow in space! Now that's a thing. But imagine having to clean up afterwards.

Adbrands Weekly Update 11th Oct 2018: Ford announced the results of its global marketing review. All worldwide marketing has for years been handled by WPP agencies, latterly through a dedicated unit Global Team Blue. WPP will retain (for now?) media, direct and digital and activation, and its Hudson Rouge entity will continue to support secondary brand Lincoln. However worldwide creative for Ford transfers to BBDO, while Wieden & Kennedy will be "creative and innovation partner" for select projects. That marks a triumph for BBDO, which has been without a global car account since the loss of Mercedes to Publicis last year. "We accept this difficult decision with our heads held high," GTB CEO Satish Korde told his team. "WPP is assessing the impact and implications of this decision, which cannot be fully determined until more detail is known." Analysts estimate that Ford accounted for around 5% of WPP's revenues last year, of which creative contributed between 1% and 1.5%.

Adbrands Weekly Update 20th Sep 2018: BBDO New York's ad 'The Talk', highlighting Procter & Gamble's ethnic hair and skincare range, was winner of the Emmy award for Outstanding Commercial, beating another P&G nomination - Saatchi's Super Bowl 'It's A Tide Ad' - as well as Lucky Generals' 'Alexa Lost Her Voice' for Amazon and Apple and TBWA's 'Earth'.

Adbrands Weekly Update 19th Jul 2018: Ads of the Week "Surprise". BBDO New York's latest campaign for AT&T neatly skewers multiple movie genres and clichés, all to support the company's broad entertainment offering. A second spot blends cliffhanger action thrills with movie musicals, but this one tackles two other genres. We'll let you enjoy the transition for yourselves without giving the game away. Surprise indeed!

More from Adbrands Weekly Update

Brands & Activities

BBDO is among the top two or three worldwide advertising networks in terms of creativity, geographic spread and general reputation, and has delivered consistently high performance for many years. It is generally among the top tier of agencies in each market in which it operates, and offers a broad range of marketing services in most countries, sometimes through locally acquired and separately branded specialist subsidiaries or affiliates. The agency's consistent performance is due in no small part to a long-serving senior management team, and the handover to the latest generation of leaders has been handled skillfully and smoothly.

BBDO positions itself as the leading global creative network, highlighting an obsessive focus on "The Work, The Work, The Work." In Gunn Report rankings, which tally up the prizes in all the world's leading creative awards schemes, BBDO was the world's most awarded network in 2016 for the eleventh consecutive year, and it has taken first place 14 times in the 18 years since the ranking was launched. Big Won creative rankings, which use a different marking system, placed it as the #1 network in 2016, for the 12th time in 13 years.

Traditionally, the star performer in this area tends to be AlmapBBDO of Brazil, the single most awarded agency in 2010, Agency of the Year at the Cannes Lions Festival in both 2010 and 2011, and #3 in the Gunn top five for 2013, equal 2nd in 2015 and #3 in 2016. AlmapBBDO was Big Won's #5 agency for 2016, and it almost always features among the Top Ten. In 2016, however, New Zealand's Colenso BBDO was not only the network's top performer but also the world's most awarded agency, according to The Big Won, primarily as a result of its "Brewtroleum" campaign for DB Breweries, although other campaigns were also recognised internationally. BBDO had no less than six agencies among the Big Won's Top Ten. Others were AlmapBBDO, BBDO NY, Clemenger BBDO Melbourne, AMV BBDO London and Dubai's Impact BBDO.

The network now claims a footprint of 289 offices in 81 countries. According to Advertising Age, the BBDO network generated worldwide revenues of $1.78bn in 2015. Including marketing services subsidiaries, Ad Age estimated total revenues of $2.48bn. The network's strength is underpinned by a hard core of global clients, most notably PepsiCo (for both drinks and snacks), Mars, Mercedes-Benz and Bayer healthcare. The group operates several partnership arrangements with local agencies around the world. These include Clemenger BBDO in Australia (BBDO increased its holding from 46% to just under 74% in 2011). In 2009, it acquired full control of another former joint venture, the Impact BBDO network spread across seven countries in the Middle East.

Advertising Age estimated US revenues for the BBDO advertising network as $603m (or 34% of worldwide revenues) in 2015. There are five main agencies, located in New York, Atlanta (primarily to service key client AT&T), Minneapolis (primarily for Hormel Foods), San Francisco and Chicago. The latter changed its name in 2005 from plain old BBDO Chicago to Energy BBDO in a bid to differentiate it from the New York office. Several other offices have been closed or restructured. Los Angeles shuttered in 2009, followed in 2010 by the outpost in Detroit, after the loss of the Chrysler account. That unit was originally established in 2000 under the name Pentamark following the capture of the Chrysler, Dodge and Jeep accounts from FCB. Pentamark had rebranded as BBDO Detroit in 2002.

BBDO operates offices in Canada in Toronto and Montreal. (The latter was until 2015 known as Nolin BBDO). Until the 1970s, BBDO was represented in Canada by part-owned affiliate Baker BBDO. It steadily increased in size over the next few years as a result of a string of acquisitions, with James Lovick in 1971 to form Baker Lovick BBDO, and then in 1992 with the country's oldest agency McKim Advertising (established in 1899). The resulting agency took the name BBDO Canada.

The network has an extensive footprint across Europe, including leading positions in several major Western markets including the UK, Germany and France. It is also a leading player in Russia, where it operates through three separate advertising brands: BBDO Russia, Instinct and Contrapunto, as well as a host of affiliated marketing services units. It was among the first Western agencies into Russia, establishing a presence in 1989 to manage local advertising for Pepsi, and now claims to be the biggest advertising and communications group in the country.

It has a presence in 18 countries in Latin America, including cornerstone AlmapBBDO in Brazil, which is considered one of the world's most creative agencies, as well as the local #3 by billings in 2016. The network operates in 14 markets in the Asia Pacific region, including major presences in Australia and New Zealand (Clemenger BBDO), Japan (I&S/BBDO) and India (through two separate networks - wholly owned BBDO India and minority-owned RK Swamy BBDO). Of the few world markets of any significance where BBDO has no direct branded presence, one is Switzerland, where it is represented by local shop Wirz; another is Ireland, where it operates through Irish International.

The network operates a number of local satellites in different markets. Proximity Worldwide was traditionally the network's global integrated marketing network. However, several outposts have gradually been absorbed into local offices of BBDO. In 2017, the remaining standalone outposts of Proximity were transferred out into a newly created Omnicom Precision Marketing division, and direct reporting links with BBDO were terminated. BBDO also works closely with Omnicom-owned Organic while Healthwork is a joint venture with Omnicom stablemate CDM. In several markets, business communications agency Doremus is affiliated to the BBDO group through a minority holding, although it is not a formal part of the network. In 2010, the agency established what was previously an inhouse brand consultancy team in New York as an autonomous unit under the name Batten & Co, a nod to George Batten, founder of the oldest agency in the group's family tree. The group's German consultancy business BBDO Consulting also adopted the Batten & Co name. BBDO is closely aligned with OMD and PHD for media planning and buying.

Management

Allen Rosenshine retired as chairman of BBDO Worldwide at the end of 2006, handing over that role to British-born Andrew Robertson, already CEO. Trained at AMV BBDO in London during the late 1990s, Robertson was previously president and CEO of BBDO North America, before becoming worldwide president in 2002.

David Lubars is chairman & chief creative officer, North America; Mark Cadman is EVP & managing director, North America, and account lead for AT&T. Matt MacDonald is EVP & chief creative officer for AT&T. Paul Roebuck rejoined the agency in 2014 as EVP & senior business director for worldwide Johnson & Johnson business.

At the flagship New York office, Kirsten Flanik was promoted to president in May 2016, and then succeeded John Osborn as CEO in 2017. Greg Hahn is chief creative officer.. Other senior managers include Crystal Rix (chief strategy officer) and Tara DeVeaux (chief marketing officer). Tonise Paul is president & CEO of Energy BBDO in Chicago, with Andres Ordonez as CCO. BBDO Atlanta is led by managing director Peter Bunarek. Robin Fitzgerald became chief creative officer in 2016, the first female creative chief at a US BBDO agency. Jim Lesser is CEO, San Francisco with Matt Miller & Steve Rutter as CEDs.

Regional chiefs include St John Walshe (chief executive, BBDO Americas), Jim Moser (chairman, Europe), Jean-Paul Burge (CEO, Asia) and Dani Richa (CEO, Middle East & Africa).

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