Through this agreement, Omnicom will lead a new omnichannel advertising model (\u2018Casa BBVA\u2019), 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 \u2014 from creative development to media planning and execution, both traditional and digital.<\/p>\n
In addition, the model leverages artificial intelligence and automation to deliver more relevant, personalized and measurable communications.<\/p>\n
Sof\u00eda Rodr\u00edguez-Sahag\u00fan, Global Head of Digital Sales, Marketing, Design and Behavioral Economics at BBVA, underscored the value of Omnicom\u2019s proposal under the \u2018Casa BBVA\u2019 concept: \u201cThis is not just an evolution. It\u2019s 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\u2019s 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.\u201d<\/p>\n
The decision reflects BBVA\u2019s 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.<\/p>\n
A distinctive model with a collaborative structure<\/p>\n
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.<\/p>\n
One of the distinguishing features of the model is its collaborative structure. Omnicom will work in an integrated manner with BBVA\u2019s 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.<\/p>\n
John Wren, CEO of Omnicom and global sponsor of Casa BBVA, stated: \u201cThis 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\u2019s ambitions to life, we will combine our leading connected capabilities in strategy and creative content, media, sales and AI-powered marketing technology to build \u2018Casa BBVA:\u2019 a smart ecosystem that learns, evolves and optimizes in real time to drive sustainable growth.\u201d<\/p>\n
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.<\/p>\n
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.<\/p>\n
Omnicom\u2019s 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, T\u00fcrkiye and Uruguay.<\/p>\n
Purpose-driven marketing and technology serving the customer<\/p>\n