Manila, Philippines – DDB MNL has officially rebranded as Alab MNL, marking a new chapter for the agency as it sharpens its focus on world-class creativity, strategic innovation, and business-driving solutions.
The rebrand follows Omnicom Group’s global retirement of the DDB brand and forms part of the broader transformation of DDB Group Philippines into GGC Group Asia, which takes effect on 1 July 2026.
Moving forward as an independent creative agency, Alab MNL said it will continue helping brands navigate an increasingly fragmented communications landscape through creative, integrated, and technology-enabled solutions.
The agency’s new name, derived from the Filipino word “alab” meaning “blaze” or “flame,” reflects its ambition to ignite ideas, conversations, and business growth for its clients.
While the identity has changed, the agency emphasized that its leadership, talent, and client relationships remain intact.
“This transition to Alab MNL is both a continuation and an evolution,” said Vina Henson, Managing Director of Alab MNL.
“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 rebrand also signals a renewed positioning as brands contend with shifting consumer behavior, platform fragmentation, and growing demand for measurable marketing outcomes.
According to Executive Creative Director Bia Fernandez, Alab MNL aims to combine creativity, human insight, and integrated capabilities to deliver ideas that generate both cultural and commercial impact.
“Alab MNL is excited to help our clients not only capture people’s attention but also build impactful solutions that will shape both their market performance and their cultural impact,” Fernandez said.
Despite the new identity, the agency will continue operating with its existing teams and leadership while maintaining partnerships with clients including PepsiCo, PLDT, RCBC, Isuzu, Cignal, and Aboitiz Power.
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