In a market where standing out has become one of the biggest challenges, the international branding agency CBA stands out by offering a remedy to what it calls the “distinction crisis.” Under the leadership of Cécile Ayed, CEO of the CBA network, the company combines global scale with a deeply human approach.
Credit : Cécile Ayed, CEO of the CBA network, featured in Forbes
With 320 experts across 9 studios in Europe, the U.S., Asia, and Latin America, CBA brings together the strengths of a big agency, including tech and data muscle via WPP, with the flexibility and personal touch of a smaller, entrepreneurial structure. As Cécile Ayed explains: “After more than 30 years in branding, having the chance to write the next chapter of CBA, with this entrepreneurial spirit and backing from a group like WPP, was immediately appealing.” This setup ensures strong senior involvement and a tailor-made service for each client.
As AI becomes more prevalent, CBA emphasizes the primacy of human creativity.
“What people buy are ideas that move them, surprise them, and leave a mark,” Ayed says. CBA refers to its work as “Unordinary Ideas” – for instance, their concept for Nescafé Espresso Concentrate: identifying that a third of young people’s coffee consumption happens as iced coffee outside the home, they designed a “barista & mixology house,” transforming coffee into a social experience.
Their “AI-E” approach (which combines synthetic research with insights from ethnographers) refines their understanding of consumers and speeds up the identification of differentiating signals – freeing up the team to focus on where they add real value: bold, strategic creativity. As Ayed puts it, “At CBA, we are strategic in our creativity, and creative in our strategy.”
CBA’s recent integration with Coley Porter Bell in 2025 strengthened its foothold in mature markets like the UK and USA, building on its already solid presence in Latin America and Asia – regions that continue to grow rapidly. In a context where 80% of large brands struggle to maintain differentiation, Ayed gives a clear piece of advice to business leaders: “To succeed, a brand must dare. Not daring is today’s biggest risk.” This bold mindset underpins CBA’s “Unordinary Ideas,” which aim to emotionally engage audiences and drive lasting growth.
Since Covid, 80% of leading brands have lost their edge in differentiation. Today, brands have no choice but to surprise, and to co-create with their audiences.
To succeed, a brand has to dare. Playing it safe is now the biggest risk of all.
People expect brands to take action.
First, a brand needs the legitimacy to stand for a cause.
Then, it must have the means to act on it consistently over time.
In a constantly changing world, the ability to reinvent oneself is essential for long-term success.
The brands that thrive today don’t just follow – they inspire and resonate. They dare to break conventions, define their own rules, and express a unique and authentic identity.
At CBA, we see ourselves as catalysts of this transformation. We encourage brands to trust themselves, embrace boldness, and use innovation as a real driver of impact. We don’t just listen to cultures and communities; we aim to transcend them. Guided by this philosophy, every act of communication can become a defining, meaningful, and coherent moment.
The future belongs to the brands that dare.
If you’re ready to bring your brand vision to life, get in touch with us.
We’d love to spark Unordinary Ideas together.