The goal, Reyes said, is to emphasize more than just outputs in how BBDO presents itself to clients and its 7,000 global employees—and to show that the agency’s “big thinking” extends beyond final campaigns. That thinking, she added, can help shape client outcomes through consulting, strategy, brand partnerships or other ways.
“We don’t want to just focus on output,” Beresford-Hill said. “There’s just a lot more action besides that final output, and we have to draw attention to it and establish the value of it.”
The shift comes as Omnicom prepares to buy and merge Interpublic Group of Cos., and as agencies within those holding companies jockey for a prominent place in the larger entity. The move marks the first public-facing shift since Reyes and Beresford-Hill joined the shop last year.
Beresford-Hill called it an evolution of the original mantra, coined by ad legend Phil Dusenberry. “It was always about what consumers see. It was always about the stuff that was driving business,” he said. “But today [that positioning indicates] we’re talking about work that comes at the end, and we deliver so much more.”
The agency’s logo has not changed, but its website will assume a new visual identity created by a team led by Fabiano Tatu, head of art and design at BBDO LA. Reyes and Beresford-Hill also worked with a team that included BBDO New York’s Chief Strategy Officer Emily Portnoy and Matt Miller, who serves as the chief creative officer of BBDO LA and Dallas and of Omnicom's AT&T business.