Basic Info

Core Competencies: Packaging/Design

Parent Company:

Clients: 5


Contact Information

Waversesteenweg 1509, Chaussée de Wavre
Bruxelles 1160
Belgium
Phone: (+32) 02 676 19 99

Contact this company

BBDO Business Communications

Waversesteenweg 1509, Chaussée de Wavre
Bruxelles 1160
Belgium
Phone: (+32) 02 676 19 99

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About BBDO Business Communications

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Languages

English, French
Philosophy & Competitive Advantages
These are the basic operating principles that BBDO has established for the conduct of our business around the world. In conjunction with the statements of our purpose, our difference, our culture and our business, these beliefs define what BBDO stands for everywhere we work. All of us within BBDO should expect one another to behave according to these precepts, and all our clients should hold us accountable for adhering to them.

BBDO Believes Our People Are Our Assets.

We think our people, not our structures or systems, are what make us successful. Their thinking is our only competitive product. We seek to satisfy our people in human as well as material terms because only by treating them with understanding and dignity can we ensure that we will have the best talent to work on our clients' problems.

BBDO Believes Creativity Is Our Reason for Being.

Creativity in advertising remains the only agency service clients have never successfully provided for themselves. It is the one virtually universal requirement they have of an agency. However, we define creativity as the innovative quality of our ideas, not just in the advertising we do but equally in the disciplines of media, research and account management. It is ultimately our creativity in all areas of service which our clients should expect of us and which distinguishes us from our competition.

BBDO Believes in Treating Clients with Respect.

Our relationships with our clients must be built on mutual respect. In expecting our clients to appreciate us, we must treat them with equal enthusiasm. We therefore view our clients at all levels of interaction as people deserving of our professional dedication, intellectual honesty and social courtesy.

BBDO Believes Clients Should Be Involved in Their Advertising.

We believe we should be recognized as offering expertise in advertising significantly greater than clients can provide for themselves. But we encourage client involvement in both the strategic and executional development of their advertising programs. We believe the more such involvement we have, especially at the highest corporate levels, the better we can understand a client's needs and therefore the more effective our advertising becomes.

BBDO Believes in Loyalty to Clients.

We recognize the right of any client to service free of conflict, having the full resources of the agency dedicated to their brand to the exclusion of any competitive brand. We believe, however, that clients should respect our need for growth by not imposing arbitrary or unrealistic definitions of what constitutes a conflict.

BBDO Believes Successful Advertising Requires Sound Strategy.

We believe all advertising executions must communicate a viable strategic position for the client's brand. However, we do not believe that strategy and execution are separate elements of the advertising development process. We think they are inextricably intertwined, and in fact we accept that an intuitive executional idea can often be rationalized as an effective brand strategy.

BBDO Believes in Developing a Client's Brand Personality, Not an Agency's Advertising Style.

Our advertising must promote an appropriate, competitive and memorable brand personality for any client in any category of goods or service. Thus, we do not favor or typify any particular style of advertising. We believe in both rational and emotional advertising, the choice or balance depending on producing the most effective communication of the strategic positioning of the brand.

BBDO Believes in Respecting the Consumer's Intelligence.

We believe the advertising we do for a client is actually a form of customer experience with their brand. Thus, advertising should be a positive experience for its audience. It should be at least relevant and hopefully important in substance. It should be at minimum likeable and, if possible, inspirational in style. It must always be memorable but not at the sacrifice of appropriate content or form. In all cases, advertising must treat consumers with intelligence and sensitivity.

BBDO Believes in Getting Bigger.

We think that greater size can enable us to provide more stable and higher quality resources but that bigger is by definition neither better nor worse. Good people producing good work is not the exclusive province of either larger or smaller organizations. It is rather the result of a culture that encourages and celebrates excellence. We will always try to serve more clients as long as no client is deprived of the best we can do.

BBDO Believes in Being a Global Network.

As a major agency, we must provide clients with complete marketing communications services on a global basis, supported by the ability to manage worldwide resources in a consistent and coordinated fashion. However, we will not sacrifice our commitment to market-by-market advertising excellence in the name of globalization, centralization or networking.

BBDO Believes in Taking Calculated Risks.

We encourage ourselves and our clients to take risks to achieve advertising effectiveness through innovation and originality. But we also believe risk must be tempered by strategic relevance and fiscal responsibility. Absence of risk leads to creative stagnation. Absence of restraint produces bad advertising.

BBDO Believes in Winning Awards.

While we recognize that awards are more a measure of what our own profession thinks of our work than of its effectiveness in the marketplace, we seek to win awards because they enhance our reputation and our ability to attract and retain the highest quality clients and people.

BBDO Believes That Client Advertising Budgets Are Investments, Not Expenses.

The purpose of advertising is to increase sales. Client budgets are therefore investments intended to generate revenue. We must have a clear understanding of how our work will help achieve that return. If we cannot relate an assignment to how a client can specifically benefit from it, we must question the validity of the project.

BBDO Believes Advertising Effectiveness Is Related to Agency Compensation.

Whatever a client spends in media to deliver an advertising message, only a small fraction is spent with an agency to create, produce and place that advertising. Nevertheless, the impact of the entire budget is largely dependent on the quality of the agency's work. Thus, BBDO believes we should be compensated at a level sufficient to provide the most talented people and best resources so that a client's media budget is fully leveraged by the effectiveness of the message. We think it is shortsighted for clients to reduce agency compensation and/or production budgets with the possible result of reducing the impact of their advertising.


BBDO Believes Every Account Should Be Profitable.

If we do not make money on an account, it is because the client does not value our services enough or because we do not provide our services efficiently enough. Either should be unacceptable to the client and agency alike.
Network Description
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