DDB MNL officially announces its rebrand to 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 transition follows the global retirement of the DDB brand by Omnicom Group and forms part of the broader transformation of DDB Group Philippines into GGC Group Asia, effective July 1, 2026.
As an independent creative force, Alab MNL moves forward with a renewed vision built around helping brands capture attention, create meaningful consumer connections, and compete in an increasingly fast-moving communications landscape.
The name “Alab,” the Filipino word for “blaze” or “flame,” reflects the agency’s ambition to ignite ideas, conversations, and growth for its brand partners.
Despite the rebrand, agency leaders emphasize that continuity remains at the heart of the transition.
Alab MNL Managing Director Vina Henson shared that the same leadership, talent, and commitment to impactful work continue to guide the agency forward.
“This transition to Alab MNL is both a continuation and an evolution,” said 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 rebrand also signals a clearer positioning for the agency in a market increasingly shaped by fragmented attention, evolving platforms, and demand for measurable results.
According to Alab MNL Executive Creative Director Bia Fernandez, the agency aims to deliver globally competitive ideas and modern creative solutions that help brands stand out and shape culture.
“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.”
Alab MNL will continue operating with its existing leadership, teams, and client partnerships intact, ensuring seamless continuity while embracing a renewed vision for the future of creativity.
The agency continues to serve leading brands including PepsiCo, PLDT, RCBC, Isuzu, Cignal, and Aboitiz Power, while earning recognition from local and international award-giving bodies such as the Stevies, SMARTIES, Philippine Quill, Anvil Awards, Kidlat Awards, and other industry platforms.
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