She Took Over BBDO Worldwide and Changed Everything in 18 Months
"Somewhere along the line, some asshole said advertising equals television. It’s not at all what we do."
Nancy Reyes, Global CEO of BBDO, has no interest in running an agency that just makes ads. She’s rebuilding one of the most famous agencies in the world to solve bigger business problems, unite its global offices, and deliver work that matters.
In this conversation, she explains exactly how she’s doing it and what aspiring creatives can learn from the transformation.
The Fixer-Upper Mindset
When Reyes took over BBDO a year and a half ago, she called it a "fixer-upper." That didn’t scare her. She thrives on turnarounds. If there’s a strong foundation and a hint of greatness, she wants to uncover it and grow it.
The foundation at BBDO was solid. The problem? The industry had started thinking of advertising as “content at the tail end” instead of applied creativity aimed at solving core business problems. Reyes’s mission has been to move thinking upstream—back to the big challenges where agencies can make the biggest impact.
"Do Big Things" Is More Than a Tagline
BBDO’s new positioning, “Do Big Things,” is a rallying cry for both the agency and its clients. It’s not about making the biggest ad. It’s about applying creativity to the biggest business challenge in front of you.
That shift has already paid off. BBDO New York brought Pepsi back. London continued its award-winning Bodyform work. Brazil took home Titanium at Cannes for Pedigree’s “Caramello.” And in the US, Neutrogena work for Kenview is setting a new bar.
Siloed Offices to One Global Community
For years, BBDO’s offices operated like independent powerhouses, each inspiring the others through their own wins. That model isn’t built for today’s pace. Reyes has been bringing offices together, encouraging knowledge sharing and collaboration across regions.
If Brazil is strong in one capability, New York can learn from it. If London cracks a new approach, Shanghai can apply it. It’s about using the full weight of the network to win.
Why Creatives Should Care
If you’re an aspiring art director or copywriter, this isn’t just about business strategy. It’s about understanding the kind of environment where you’ll thrive. BBDO is prioritizing big, strategic problem-solving. If you can think beyond the brief and connect ideas to core business challenges, you’ll stand out.
Her Advice for Breaking In
Reyes didn’t plan on advertising. She entered the industry through Prep for Prep, a program for high-achieving students from under-resourced communities. Her first choice was copywriting, but she was placed in account management. Instead of rejecting the offer, she ran with it and built her career from there.
Her advice is clear: take the job you can get, stay curious, and learn the business from the inside. Don’t wait for the perfect role. Build your portfolio of skills and relationships now.
The Three Traits She Hires For
Reyes believes three qualities will future-proof your career:
Optimism – Bring energy and solutions to the table. People want to work with those who believe great work is possible.
Curiosity – Be a student of the business. Study campaigns, brands, and strategies like it’s your job—because it is.
AI Literacy – AI won’t replace humans, but it will replace the humans who don’t use it. Learn how to integrate it into your process now.
Final Takeaway
Reyes is proving that an agency can reinvent itself by thinking bigger, working together, and focusing on the challenges that matter. For creatives trying to break in, the lesson is simple: don’t just make ads. Solve problems. Understand the business behind the work. And when you get the chance—do big things.
Listen to the full conversation with Nancy Reyes on the Breaking and Entering Advertising Podcast for more insights on breaking in, building a career, and leading at the highest level.
Listen to the Full Episode:
Watch on Spotify: https://open.spotify.com/show/0mlC7OWM5dTb3O8XmdzHSd
Watch on YouTube: https://www.youtube.com/@breakingenteringadvertisin6816
Listen and Leave a Review on Apple: https://podcasts.apple.com/us/podcast/breaking-and-entering-advertising-podcast/id1506434104
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