DDB Chicago has been awarded the global creative and strategy assignment for the Bimbo masterbrand, following a highly competitive pitch. The agency will lead efforts to elevate Bimbo’s presence across key international markets, amplifying brand loyalty, awareness, positive associations, and perceived quality.
The assignment brings together all of Grupo Bimbo’s corporate activation pillars under a unified global platform, with DDB tasked with creatively connecting these initiatives back to the flagship brand. The agency will also help bring to life the company’s “People. Passions. Planet.” framework—supporting community empowerment, celebrating athletes’ passions, and reinforcing sustainability commitments across every major consumer and cultural touchpoint.
“We’re thrilled to partner with Bimbo on the global stage,” said Jaime McGill, Head of Strategy at DDB Chicago. “By giving brands an emotional advantage, we tap into what truly moves people. Our team is excited to bring the power and warmth of this extraordinary brand to life—nourishing what people love, in every way they experience it.”
This global assignment expands on Bimbo Brands USA’s decision in 2024 to consolidate its creative strategy, social, influencers, PR, commerce, production, and media business with Omnicom, signaling a cohesive and ambitious brand future.
With this win, DDB Chicago further cements its role as a key player in shaping culturally resonant, purpose-driven campaigns for legacy global brands.
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