Dive Brief:
- After a 2015 of being buffeted by the reviewageddon winds like its agency competitors, BBDO has been named Adweek’s Agency of the Year.
- BBDO’s U.S. office won 24 Cannes Lions and 20 Clio awards this year.
- After the reviewageddon shakeout, BBDO lost the Bud Light account, but gained Subway, Toys-R-Us, Priceline, Baccardi and number of other prominent brands.
Dive Insight:
BBDO Global Creative Chief David Lubars told Adweek the agency world is changing and BBDO’s philosophy is, “Good, fast and cheap.”
He added, "The era of four 13-week media periods is over. There will always be tent-pole projects like the one we did for Snickers for the Super Bowl, but the constant stream of content has to be just as good but cheaper. It's like organized chaos ... it's messy and sloppy, but that's how the magic happens."
BBDO made several hires this year as part of an increased focus on data to test and optimize messaging and concepts, instead of optimizing media spends.
In a recent interview with Bloomberg, Andrew Robertson, BBDO Worldwide president and CEO, described the major change in marketing, particularly in bidding for ads on social media platforms, saying, “The big shift now is that we are moving from buying a demo(graphic) in which we hope to find an audience to buying an audience that we build up one individual at a time.”
Robertson said he believes digital marketing makes this approach to targeted marketing possible.
