BBVA selects Omnicom as its global partner for its creative and media agency model
Omnicom will become BBVA’s full-funnel agency, a comprehensive approach that spans from creative strategy to media activation. Omnicom will work to strengthen the brand’s global consistency, elevate client experience across all touchpoints and advance its commercial transformation focused on personalization.
Through this agreement, Omnicom will lead a new omnichannel advertising model (‘Casa BBVA’), enabling the bank to connect all stages of marketing in a coherent way. The model will be implemented across all the countries where BBVA operates, integrating strategy, creativity, media and data management under a global vision with local execution. With a focus on value creation, the model will ensure effective integration across every customer touchpoint — from creative development to media planning and execution, both traditional and digital.
In addition, the model leverages artificial intelligence and automation to deliver more relevant, personalized and measurable communications.
Sofía Rodríguez-Sahagún, Global Head of Digital Sales, Marketing, Design and Behavioral Economics at BBVA, underscored the value of Omnicom’s proposal under the ‘Casa BBVA’ concept: “This is not just an evolution. It’s the transformation of our entire approach to marketing, moving toward a model that integrates the most advanced innovation in strategy, creativity, media and data. It’s a privilege to rely on the talent and resources of a global partner like Omnicom, which will undoubtedly help us strengthen our leadership and position ourselves as a benchmark in all the markets where we operate.”
The decision reflects BBVA’s ambition to build an integrated marketing strategy applied across the entire organization, supported by a collaborative ecosystem of agencies and internal teams. The new model will enhance the global positioning of the brand while adapting to the cultural nuances and particularities of each geography where the bank operates, while driving business growth.
A distinctive model with a collaborative structure
The new approach, the result of an international tender involving multiple areas of the bank (Digital Sales and Marketing, Data, Technology, Procurement and Communications), consolidates into a single partner an operation that was previously distributed across multiple providers by country and discipline.
One of the distinguishing features of the model is its collaborative structure. Omnicom will work in an integrated manner with BBVA’s ecosystem of partners, including Accenture (which maintains leadership in digital capabilities) Alegre Roca and the in-house agency BBVA Creative. The goal is to achieve maximum operational efficiency while ensuring brand consistency and fostering innovation in every market.
John Wren, CEO of Omnicom and global sponsor of Casa BBVA, stated: “This agreement with BBVA fills us with pride, as BBVA is an organization that shares our vision of true integration across creativity, media and data. To help bring BBVA’s ambitions to life, we will combine our leading connected capabilities in strategy and creative content, media, sales and AI-powered marketing technology to build ‘Casa BBVA:’ a smart ecosystem that learns, evolves and optimizes in real time to drive sustainable growth.”
The selection process, conducted between October 2024 and November 2025, included participation from the leading creative and media holdings, assessing strategic vision, global-local capability, service integration and technological approach.
It was a long and rigorous process supported by the strategic advice and methodology of SCOPEN, an independent external consultancy specializing in industry analysis and evaluation.
Omnicom’s proposal stood out for its comprehensive, flexible and client-centric model, which BBVA will implement in ten countries: Germany, Argentina, Colombia, Spain, Italy, Mexico, Peru, Portugal, Türkiye and Uruguay.
Purpose-driven marketing and technology serving the customer
The decision to partner with Omnicom aligns with the launch of BBVA’s new 2025–2029 strategic cycle. The bank aims to strengthen its positioning as an institution that supports individuals and businesses in their decision-making. “This deeply customer-centric approach aims to put into practice our dedication to supporting clients in their drive to go further, while reinforcing our commitment to empowering people to achieve their goals and move toward a better future,” Rodríguez-Sahagún added.