CHICAGO, May 20, 2025 /PRNewswire/ — DDB Chicago has secured the global creative and strategic mandate for Grupo Bimbo’s flagship brand, positioning itself as a key partner for the world’s largest baking company following a competitive review. The agency will oversee the integration of corporate initiatives under Bimbo’s brand identity, aiming to strengthen consumer connections while advancing the company’s sustainability and community-driven mission.
The partnership will focus on unifying Grupo Bimbo’s global activation strategies — including its “People. Passions. Planet.” framework — across markets to elevate brand equity and loyalty. DDB Chicago will leverage its creative expertise to amplify Bimbo’s sustainability commitments, athlete sponsorships, and community engagement programs, ensuring alignment with the brand’s core values at every consumer touchpoint.
“This collaboration is about creating emotional resonance at scale,” said Jaime McGill, Head of Strategy at DDB Chicago. “Bimbo isn’t just nourishing bodies; it’s fueling passions from morning toast to marathon finish lines. Our challenge is to translate that universal warmth into creative work that deepens consumer relationships while driving measurable growth.”
The win builds on Bimbo Bakeries USA’s 2024 consolidation of marketing services under Omnicom, reflecting broader industry trends toward integrated agency partnerships. Analysts suggest the move could streamline Grupo Bimbo’s $800M+ global marketing efforts as it competes in the evolving baked goods sector.
About DDB Worldwide
DDB, ranked the #1 Most Awarded Agency Network in the 2024 Effie Global Index, operates across 140 offices in over 60 countries. The Omnicom-owned network combines data-driven strategy with creative storytelling for clients including Volkswagen, McDonald’s, and Adidas. Its recent accolades include Cannes Lions’ Global Network of the Year (2023) and three consecutive D&AD Network of the Year titles (2021–2023).
The agency’s “Emotional Advantage” methodology — which ties brand sentiment to commercial outcomes — will be central to shaping Bimbo’s global narrative. DDB’s track record spans cultural movements like Volkswagen’s “Drive Bigger” campaign and M&M’s purpose-driven reinvention, suggesting potential parallels for Bimbo’s evolution.
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SOURCE DDB Worldwide
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