"Whether DDB truly disappears or just gets renamed into something like Omnicom Global Buzzword Collective, the outcome feels the same. The brand as we knew it (the one that made "lemon so sweet" it became a metaphor for excellence) may be reaching the pantheon of famous names that once defined an industry - until we find some of Bernbach's DNA captured in a mosquito, at least."
"Let's be honest: DDB isn't the only name in this position. Most of the storied agencies we grew up admiring were built for a market that no longer exists. They were intimate, creative cultures that thrived on craft and reputation, not on integration decks and procurement metrics. In the grand scheme of things, DDB is small, like most of the agencies we grew up idolizing. Lovely names, rich history, no leverage."
DDB faces potential elimination, merger, or rebranding by its holding company as agency identities lose leverage in a market driven by scale. Public reaction mixes shock and nostalgia and echoes a recurring pattern of consolidation across advertising. Many storied agencies were built as intimate creative cultures that prized craft and reputation instead of procurement metrics and integration decks. Holding companies now prioritize integrated platforms, client-centric structures, and scale, which favor aggregated services and efficiency over independent craftsmanship and celebrated brand identities.
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