The re-imagining aligns with agency parent BBDO Worldwide's own repositioning, which saw a revitalised emphasis on driving creative excellence and impactful ideas. It is the first global repositioning in 30 years, says the agency. 

BBDO Worldwide, backed by the Omnicom Advertising Group, has announced that it has shifted its mantra from 'The Work. The Work. The Work' adopted in 1996, to 'Do Big Things,' as it harnesses the collective value of the agency's teams and celebrates breakthroughs, client marketing pivots and leaps in consumer engagement.

For Net#work BBDO, the strategic rebranding positions it as a creative-first agency, where impact, not scale, defines success, adds the agency. 

Central to Net#work BBDO's rebranding is the '#WhatIf' culture, which invites clients to imagine possibilities. Net#work BBDO says this approach is embodied in a new strategic methodology designed to build client relationships, understand their challenges and co-create innovative solutions through collaborative ideation and playful creativity.

Asking "What if?" is aimed at engaging clients in the creative process while moving beyond traditional metrics and emphasising the power of ideas. This shift is deliberate, aiming to reinforce the agency's commitment to showcasing its unique blend of independent agility and global prowess, adds the agency. 

Net#work BBDO says its visual identity has seen a subtle but meaningful update, placing new emphasis on the hashtag — an icon that's been in its name since its inception, before social media, and is at the heart of every conversation, trend and movement.

The rebranding coincides with Lodwig and Matthee's appointments, signalling a renewed energy and commitment to creative excellence, says the agency. 

Luca Gallarelli, Group CEO, says, "As the Omnicom Advertising Group in South Africa takes shape, we needed to find a leadership team that perfectly exemplifies the ambition, creativity, smarts and credibility that Net#work BBDO has always represented. Having worked with Deidre and Jacques for close to 18 months in other roles across our collective, I have no doubt they are the perfect team to lead this storied agency brand into a big, brave new future. I am delighted that they have taken up these roles with such energy and can't wait to see the big things they do with the full might of our collective in support."

"'Do Big Things' is a declaration of intent," says Nancy Reyes, Global CEO at BBDO Worldwide. "A promise to clients that BBDO, and Net#work BBDO, is ready to tackle their biggest challenges, not just with clever ads, but with innovative solutions that drive real business impact. And it's a commitment to fostering a new generation of leaders, particularly women, who will shape the future of the agency and the industry as a whole. It's with this in mind that we fully believe in the potential of everything Deidre and the Net#work BBDO team in South Africa can achieve together."

Lodwig concludes, "With '#WhatIf,' the agency bridges local ingenuity and global clout, offering clients a partner that's as nimble as it is resourceful — ready to turn imagination into measurable success, and leaving no doubt that creativity, not just efficiency, is the future of the game."

For more information, visit www.networkbbdo.co.za. You can also follow Net#work BBDO on Facebook, X or on Instagram.

*Image courtesy of contributor