BBDO Asia Helps Brands Think Big and Act Hyper-Local

‘Big’ is not about size. ‘Big’ is about mindset. This is the idea behind BDDO’s bold new positioning: ‘Do Big Things’. An evolution from the company’s ‘The Work. The Work. The Work.’ philosophy, ‘Do Big Things’ brings the ethos into the modern day, representing a renewed focus on creativity that challenges expectations, sets new industry standards, and reaffirms the core purpose of advertising: to make a meaningful, big impact.  

In Asia, where each market holds its own cultural nuance, it's this deeper level of creativity and strategic thinking that breaks through barriers. “Asia is a region of reinvention – home to 60% of the world’s population, a booming digital economy, and socially conscious, hyper-informed consumers,” says Tze Kiat Tan, CEO at BBDO Asia. “The challenge for brands isn’t just visibility; it’s cultural relevance and sustained impact.”

One of the biggest hurdles, she tells LBB, is breaking through a fragmented, hyper-competitive digital landscape. “With billions of internet users and mobile-first behaviours, platforms like Douyin (China), LINE (Japan and Thailand), and TikTok and Shopee Live (Southeast Asia) are reshaping engagement, forcing brands to rethink how and where they connect.”

Asia is also emerging as a global creative force, she says. “From K-pop and anime to brands like SHEIN and ByteDance, Asia is no longer following trends – it’s setting them. Winning brands must think big but act hyper-local, embedding themselves in cultural and digital ecosystems while maintaining global influence. Our vision is clear: to make BBDO Asia the creative epicenter for bold, culturally resonant, business-defining ideas that set new global standards.”

Over at BBDO India, chairman and CCO Josy Paul notes that “a problem is just an opportunity in disguise. ‘Do Big Things’ is about seizing the moment and creating impact, influence, and significance. It is built on the foundation of ‘The Work. The Work. The Work.’ but it expands what we mean by ‘work’. It acknowledges that creativity today is broader than ever – activations, experiences, partnerships, innovations. The industry is shifting, and so is BBDO. But at its core, this is about staying true to what has always made us great: the relentless pursuit of impactful, unforgettable BIG ideas. With ‘Do Big Things’, we are committing to a bigger role for creativity – towards tackling some of the biggest problems.”

Asia’s role in the global creative industry is bigger than ever before. “This is the region where global brands must act local, and local brands are scaling to global influence,” Josy shares. “So today, creativity isn’t just about advertising, it’s about cultural participation. It’s people-powered storytelling, where consumers don’t just want to watch – they want to participate, shape, and drive the narrative. Campaigns like Whisper #TouchThePickle weren’t just ads; they sparked meaningful conversations that took on a life of their own. Brands must embrace this shift – leveraging participation to engage audiences in fresh, unexpected ways. And that’s both the big challenge and opportunity for brands today.

“The most ambitious brands in Asia right now are the ones that aren’t afraid to take risks. They understand that success is measured beyond sales. Some of the most powerful work we’ve done in recent years has come from brands that ask the bigger questions: What role do we play in society? How do we solve problems that go beyond just our category? How do we create conversations that truly matter?”

On this point, Tze stresses that “creativity must be problem-solving, not just storytelling. ‘Do Big Things’ means using creativity to drive real business and cultural impact – whether breaking stereotypes like we do with #ShareTheLoad for Ariel, or rethinking how brands engage with communities. Winning brands don’t just run campaigns – they build communities, spark conversations, and shape culture. At BBDO Asia, we unite strategists, creatives, and technologists to help brands lead the conversation. We unapologetically champion big ideas, big ambition, and big impact, because that’s what makes brands matter today. 

“But big doesn’t mean old-school. ‘Do Big Things’ is about agility, innovation, and bold thinking – always anchored in a big idea.”

For Josy, the way forward is through “big, fearless, unexpected human ideas. It’s not just about a point of view but a point of do,” he says. “Now more than ever, brands need creative partners who don’t just advertise but truly innovate, whether that’s a smart UX tweak that reshapes customer experience, a cultural insight that redefines brand perception, or an activation that shifts behaviour. Winning ideas aren’t just disruptive – they’re game-changers.

“With ‘Do Big Things’, we’re implementing more cross-office collaboration, empowering teams to take bigger creative risks, and integrating technology, culture, and commerce more seamlessly. We’re also refining how we measure success – not just through awards and industry recognition but through business impact, cultural relevance, and long-term brand growth.”

This is clearly demonstrated through BBDO Asia’s most defining campaigns in recent years that haven’t just won awards but driven real cultural, social, and business impact. From #ShareTheLoad for Ariel (BBDO India) which sparked a national movement on gender equality, to the award-winning product design for ‘The Dissolving Bottle’ (BBDO Guerrero) that went global in helping eliminate plastic waste, the ‘My Parent Is A TikToker’ campaign for Five Star Chicken (BBDO Bangkok) that brought families together by bridging the generation gap, and #ScamSeBacho for WhatsApp (BBDO India) that empowered millions to stay safe online through a reimagined Bollywood song.

“Creativity has always thrived on risk, but the best ideas today are also smart, strategic, and deeply connected to culture,” Josy summarises. “Our ‘Do Big Things’ positioning pushes us to be bolder in our thinking, while also ensuring that what we create delivers tangible, lasting results for brands. It’s about creativity and ideas that can ‘Do Big Things’.”

Tze concludes that ‘Do Big Things’ isn’t just a tagline – it’s a call to action. “It’s a cultural shift. A challenge to ourselves, our clients, and our industry to think beyond limits, push boundaries, and redefine what’s possible. And this is just the beginning. In the coming months, ‘Do Big Things’ will shape everything we do, from how we pitch to how we create and how we show up as an agency. We’re making a bold commitment: to push creativity further, challenge the status quo, and partner with brands that are ready to do the same.”