UMVA has learned that a major rebranding effort has taken place in the Philippines, as DDB Group Philippines has transformed into GGC Group Asia, marking a significant shift in the local advertising landscape.
This transformation comes after the parent company, Omnicom Group, Inc., decided to retire the DDB brand globally, following its acquisition of The Interpublic Group of Companies, Inc. The move signals a new chapter for the advertising group, as it adopts a fresh identity and begins to operate independently.
According to information obtained by UMVA, the rebranding is a direct result of Omnicom Group's completion of its acquisition of The Interpublic Group of Companies, Inc. last year. This acquisition led to the phasing out of long-running agency brands, including DDB, FCB, and MullenLowe, as the US-listed marketing and sales company sought to consolidate its operations.
GGC Group Asia Chairman and Chief Executive Officer Gil G. Chua expressed his enthusiasm for the new chapter, stating, "We are entering a defining chapter not by leaving something behind, but by fully coming into our own. We are embracing our future with full independence, full responsibility, and a renewed commitment to shared prosperity."
The rebranding effort extends beyond the flagship company, with several affiliated companies adopting fresh brand identities. DDB Philippines has been renamed Velocity+, while DDB MNL is now Alab MNL. Tribal Worldwide Philippines has rebranded as The Tribe, and other affiliated companies, including Optimax Communications, Agile Intelligence, Ripple8, Touch XDA, and Bent and Buzz, will continue operating under their existing names.
Despite the brand transition, GGC Group Asia has assured clients that it will continue working with the Omnicom group to provide access to global marketing communication tools and resources. This move aims to ensure seamless continuity of service and maintain the high standard of creative and strategic excellence that has defined the organization from the start.
Sources have confirmed to UMVA that sister companies from the FCT Group will also be integrated into GGC Group Asia, including Field OutSource Asia, Inc., Caishen, Track MNL Inc., Xpress Move Inc., Strawberry Jam Creative Services, Inc., and PhilMovers. This integration is expected to further strengthen GGC Group Asia's position in the market.
GGC Group Asia's history dates back to 1992, when DDB Group Philippines was established through a partnership between New York-based DDB Worldwide and local agency Advertising Marketing and Associates. The rebranding marks a significant milestone in the company's journey, as it looks to the future with a renewed sense of purpose and commitment to its clients and partners.
