Emotional Advantage methodology

DDB Chicago has been appointed as Grupo Bimbo’s global creative and strategic partner following a competitive review. The agency will unify the baking giant’s brand initiatives, including sustainability efforts under its “People. Passions. Planet.” framework, athlete sponsorships, and community engagement programs, aiming to strengthen consumer connections and brand loyalty. Jaime McGill, DDB Chicago’s Head of Strategy, emphasized creating emotional resonance by aligning Bimbo’s mission with creative storytelling. The partnership builds on Bimbo’s 2024 consolidation of marketing services under Omnicom, potentially streamlining its $800M+ global strategy. DDB, ranked #1 in Effie’s 2024 Global Index, will apply its award-winning, data-driven “Emotional Advantage” approach to elevate Bimbo’s narrative.