Three offices merge to establish West BBDO partnership

Three offices merge to establish West BBDO partnership

Fusing Forces: BBDO Unveils West BBDO, Merging LA, SF, and Dallas Offices

In a bold move ripe with fresh opportunities, BBDO has announced the amalgamation of its Los Angeles, San Francisco, and Dallas offices, christening the new entity as West BBDO. Matt Miller, currently the chief creative officer of Omnicom's team AT&T, will steer West BBDO as both CEO and CCO, with operations continuing in LA as his base.

According to Miller, the idea behind this significant shake-up was a collective realization that "we have to do things differently." He explained that the strengths of each of these locations—Los Angeles' famous optimism, San Francisco's tech-savvy innovation, and Dallas' unyielding grit—are complementary, forming a potent concoction for success.

West BBDO's genesis dates back to 2017, when the Los Angeles and Dallas offices were established to cater to the flagship AT&T account. BBDO San Francisco's roots extend to 2010. Today, these agencies boast an impressive roster of clients, including Meta's WhatsApp, MegaMex Foods, WaterWipes, Thinx, AAA, and Genentech.

Fear not, for the merger didn't lead to layoffs. Instead, it seeks to blend the cultures and expertise of these three offices, with Miller envisioning a broader perspective for the agency. The tantalizing offering is already gaining traction with clients like AAA and Genentech, both of which appointed West BBDO as their creative agency of record this year.

Positioning BBDO more firmly in Texas is a tactical decision, given the state's burgeoning status as a new economic hub. The hope is that Texas will become a pitch hub for West BBDO, as more businesses set up shop there.

As for the agency's leadership, Fabiano Tatu, head of art and design at BBDO, will head a design team servicing BBDO's clients across the U.S., while the roles for each office head are still under consideration.

West BBDO's formation marks the latest development in Omnicom's creative network following its global positioning rebrand, "Do Big Things," unveiled in February—a tagline that serves as a beacon for the agency’s ambitions.

While employees have shown curiosity about the new structure, Miller has reassured them that West BBDO is thriving. Revenue figures remain undisclosed.

Industry consolidation continues apace, with Omnicom's recent acquisition of rival holding company IPG taking center stage, alongside the formation of Leo at Publicis Groupe and the consolidation of VML at WPP.

In summary, the merger of BBDO's LA, SF, and Dallas offices into West BBDO signals a bold, regional play to create a more efficient, competitive, and creatively vibrant organization that leverages the unique strengths of each city. This move promises fresh opportunities for both the agency and its clients as BBDO embarks on an exciting new chapter.

1. Matt Miller, previously the chief creative officer of Omnicom's team AT&T, is now steering West BBDO, a newly amalgamated entity formed by the merger of BBDO's Los Angeles, San Francisco, and Dallas offices.
2. According to Miller, the strategy behind this merger was to leverage the complementary strengths of each city, including Los Angeles' optimism, San Francisco's tech-savvy innovation, and Dallas' grit.
3. BBDO's West entity already has a substantial client roster, including Meta's WhatsApp, MegaMex Foods, WaterWipes, Thinx, AAA, and Genentech.
4. Positioning BBDO more firmly in Texas is a strategic decision, as the state is emerging as a new economic hub, potentially becoming a pitch hub for West BBDO as more businesses set up shop there.

Read also: