DDB MNL becomes Alab MNL as agency bets on creativity-led future

DDB MNL is entering a new chapter as Alab MNL, adopting a new identity that reflects a broader transformation within its parent organisation.

The rebrand follows Omnicom Group's global retirement of the DDB brand and coincides with the transition of DDB Group Philippines into GGC Group Asia, which takes effect on 1 July 2026.

For the agency, the change represents more than a new name. It marks a strategic repositioning around world-class creativity, integrated capabilities and business-driven solutions, while maintaining continuity across its leadership, talent and client relationships.

Don't miss: DDB Group Philippines begins new chapter as GGC Group Asia

The new name, Alab - the Filipino word for "blaze" or "flame" - reflects the agency's ambition to spark ideas, conversations and growth for brands in an increasingly competitive marketplace.

"This transition to Alab MNL is both a continuation and an evolution," said managing director Vina Henson. "What remains unchanged is our commitment to creative bravery and effectiveness, strategic partnership, and meaningful collaboration with our clients. What's evolving is how we respond to today's realities - becoming more agile, more integrated, and more solutions-driven in the way we help brands grow and connect with consumers."

The repositioning comes as agencies face growing pressure to deliver work that cuts through increasingly fragmented media environments while demonstrating tangible commercial outcomes. Rather than simply producing campaigns, Alab MNL said it aims to combine creativity, strategy and technology to help brands build stronger consumer relationships and cultural relevance.

Executive creative director Bia Fernandez said the agency's focus is on creating globally competitive ideas that resonate both commercially and culturally.

"Alab MNL is excited to help our clients to not only capture people's attention but also to help them build impactful solutions that will shape both their market performance and their cultural impact," said Fernandez. "We combine creativity, human insight and integrated tech-forward capabilities to produce work that is emotionally and commercially meaningful."

Despite the change in branding, Alab MNL said it will continue operating with its existing leadership team, employees and client partnerships, providing continuity for brands while pursuing its renewed creative vision.

The agency's client roster includes PepsiCo, PLDT, RCBC, Isuzu, Cignal and Aboitiz Power.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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