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EDITORIAL: Global players still need local identity.(Editorial)
It was bound to happen. There's no room for sentimentality in the ever-evolving world of marketing communications. DDB is to drop the BMP from its London name.
But sentimentality is only a small part of the argument against such a step. In the UK, BMP stands for something; DDB doesn't.
The names Boase Massimi Pollitt are an important part of what has been great about UK advertising over the past 35 years. BMP is intrinsically associated with some of the best advertising ever, including long-running campaigns for John Smith's and Volkswagen.
Its pioneering planning heritage, too, is another of the values packed into the BMP brand.
But times are hard and the powers-that-be at DDB are looking to their global clients to ease the pain. Their logic is that how can DDB present itself as a unified network when it has numerous sub-brands dotted around its operations in the rest of the world.
This is a serious argument. Look at McCann-Erickson. The name is the very definition of a seamless network. And one of the ways ...
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