DDB Chicago has been appointed 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 step in unifying the brand’s global presence.

Responsibilities and Strategy:

• Connect Grupo Bimbo’s corporate activation pillars to its flagship brand globally

• Amplify brand loyalty, awareness, associations, and perceived quality across key international platforms

• Manage stewardship of existing partnerships

• Bring to life the "People. Passions. Planet." framework, which:

  • Empowers communities

  • Celebrates athletes’ passions

  • Reinforces the brand’s sustainability commitments at every major touchpoint

Statements from Leadership:

• Jaime McGill, Head of Strategy at DDB Chicago, emphasized the emotional connection strategy:

  • "By giving brands an emotional advantage, we tap into what truly moves people."

  • The team is excited to showcase the warmth of the Bimbo brand across all consumer experiences.

Context and Background:

• This announcement comes after Bimbo Bakeries USA’s 2024 consolidation of its creative strategy, social, influencer, PR, commerce, production, and media business under Omnicom.

• The move signifies a stronger, unified global approach to marketing and brand engagement for Grupo Bimbo.

DDB Chicago’s leadership on this global creative and strategic assignment will drive deeper consumer engagement and reinforce Grupo Bimbo’s position as a leading global brand through authentic storytelling and sustainability efforts.