DDB Chicago has been selected to lead the global creative and strategy assignment for the Bimbo masterbrand, part of Grupo Bimbo, the world’s largest baking company. This follows a competitive pitch and marks a significant global partnership.
Key Responsibilities and Strategic Focus
- Global Role
- Connect all Grupo Bimbo’s corporate activation pillars with the flagship Bimbo brand
- Amplify brand loyalty, awareness, associations, and perceived quality across international platforms
- Brand Framework
- Bring to life Grupo Bimbo’s “People. Passions. Planet.” framework
- Empower communities, celebrate athletes’ passions, and reinforce sustainability commitments
- Partnership Stewardship
- Manage and nurture existing partnerships to strengthen brand presence and impact
- Strategic Vision
- Create emotional connections that resonate with consumers
- Emphasize the warmth and power of the Bimbo brand in every customer experience
- Leadership Quote
Jaime McGill, Head of Strategy at DDB Chicago, expressed excitement about the partnership, highlighting the agency’s focus on giving brands an emotional advantage.
Industry Context
- This appointment comes after Bimbo Bakeries USA consolidated multiple functions including creative strategy, social media, influencers, PR, commerce, production, and media under Omnicom in 2024.
- Reflects Grupo Bimbo’s commitment to a unified and strategic global brand approach.
The partnership between DDB Chicago and Grupo Bimbo marks a new chapter in enhancing the Bimbo masterbrand globally, focusing on emotional engagement, sustainability, and community empowerment across key markets.
