Rich Guest speaks at SXSW 2017

March 15th, 2017

This past weekend brought SXSW Interactive to Austin in a flurry of events, panels, and tacos. Among these activities, Tribal North America’s own Rich Guest made a very special appearance on a panel entitled Is Authenticity in Advertising Possible?“ hosted by BazaarVoice. Oh, and among the other panelists: Ja Rule.

During the panel, Ja Rule and Rich along with the other panelists bantered about how brands are now held accountable for their messaging, and Ja Rule discussed his brand Fyre and how he’s taken his adult life to transition from hip-hop artist to mentor and business professional. On the other end of the panel, Rich talked about how brands in 2017 have to live up to their messaging because they can’t hide anything from their audiences anymore; they have to operate under the assumption that everything they do is visible to their consumer. He also discussed how the message from Tribal’s recent #ThrowShine campaign for 3 Musketeers was so successful that a local high school independently created a ‘Throw Shine Day’ where they actually put together a whole program using the brand’s messaging.

Great job to Rich Guest – we hope to see more of you at SXSW in the future!

To read more about Rich’s panel, visit the Austin Business Journal here.

Laura Chiavone Joins Tribal Worldwide’s New York Office as Chief Strategy Officer

March 2nd, 2017

Laura Chiavone Cropped


Tribal Worldwide announced today that Laura Chiavone will join the agency as Chief Strategy Officer for its New York Office. An international strategist from DM9DDB in Brazil, Chiavone played a key role in the development of award-winning campaigns that went on to earn a total of 15 Lions at the Cannes Lions International Festival of Creativity, along with Jay Chiat and Effie Awards. The position of Chief Strategy Officer in New York has been vacant at Tribal Worldwide since 2015.

In Chiavone’s new role, she will oversee the agency’s strategic disciplines and staff, including digital strategy, social strategy, SEO strategy, and account planning. She will report to Richard Guest, President of Tribal Worldwide North America.

Richard Guest stated, “Anyone would – rightfully – be impressed by Laura’s body of work and her contributions to DM9DDB.  She is a rare strategic talent.  Her unique abilities to build collaborative and multidisciplinary teams while cultivating senior-level client relationships, make her a perfect fit for this important role at Tribal New York. Laura is an important addition to that office’s leadership team.”

At DM9DDB Chiavone most recently served as Senior Vice President and Head of Strategy. The award-winning campaigns she worked on at the shop include “Hello, My Name Means” for J&J Baby and Pinlist for Tok&Stok with Pinterest, as well as participating in the launch of Guaraná Antartica Black for Ambev AB InBev, among others. Prior to joining DM9DDB, Laura founded Limo Inc., one of the most recognized research and trendspotting boutiques in the market, working for Heineken, Nike and Mondelez, among other brands. Chiavone also held leadership roles at Y&R and AlmapBBDO. She was named “Planner of the Year” by both Brazil’s Association of Advertising Practitioners and the Brazilian Advertising Association. In 2004 she won the Young Lions Brazil planning competition—an annual contest in which the highly promising leaders of the Brazilian market are selected by top senior judges to represent the country at the International Festival of Creativity.

In addition to leading strategy departments at world-class advertising organizations, Chiavone is a highly coveted keynote speaker and a teacher at Miami Ad School Sao Paulo. She is a graduate of the University of Sao Paulo and is currently in the EMBA program at the Berlin School of Creative Leadership in Germany. In addition, she gave three speeches in Cannes, including a leadership lecture for the Berlin School for See It, Be It participants, the program for young female talent.

“I’m deeply honored to be part of Tribal Worldwide’s New York team and very excited by the challenge. The CSO challenge is about putting together people interested in the zeitgeist, terrific data translators and strategy designers working together with no boundaries. The reality is that collaboration and multidisciplinary groups are the keys to creating agile processes and effective ideas. Disciplines rely on each other to create seamless conversations and effectiveness.”

Chiavone is the newest executive to join the Tribal New York leadership team. In 2016, Jennifer Catherall was brought on as Chief Talent Officer, Phil Pessaro was hired as Head of Client Services & Production, and Kevin O’Connor was promoted to Head of Business Development. Additionally, Tribal Worldwide’s New York Office has expanded its client roster. Most recently, Tribal was named agency of record for ERA Real Estate, and was selected by Boys & Girls Clubs of America to develop a comprehensive social media strategy for the national youth serving non-profit.

Tribal Worldwide opens in Brazil

February 8th, 2017


Agencies LDC and Salve, which are part of Grupo ABC and Omnicom Group, have merged to form SalveTribal Worldwide. The merger will bring Tribal Worldwide to Brazil, one of the most relevant digital companies in the world with presence in more than 42 countries. The arrival of Tribal Worldwide represents the first impact of Grupo ABC and Omnicom’s joint relationship.

SalveTribal Worldwide starts operations on March 1st and will work as a global digital-centric agency. It opens with over 200 team members and 30 clients. Alcir Gomes Leite will be the company’s President and Carlos Pitchu the CEO.

“We are extremely happy to have Tribal Worldwide in Brazil. We brought together two strongholds of Grupo ABC: LDC – one of the most relevant agencies in Brazil and Salve – a local native digital agency. We’ll have a digital and strategic integrated operation,” says Juan Carlos Ortiz, President and CEO of Tribal Latina.

Guga Valente, CEO of Grupo ABC, highlights that this new agency is the first big step since their association with Omnicom Group. “This achievement is a clear result of our partnership with Omnicom. By bringing these two relevant agencies together, we give birth to one of the major digital integrated agencies in Brazil, with a local perspective and access to the latest/best industry capabilities in the world.”

Alcir Gomes Leite, President of SalveTribal Worldwide says, “LDC is one of the best agencies in Brazil, a huge brand with plenty of clients, it has a strong creative tradition, and from now on, not only creative but modern.”

Carlos Pitchu, fromer CEO at Salve, continues to ascend in his professional path as CEO of SalveTribal Worldwide. “This union makes all of us stronger. SalveTribal Worldwide is not an online agency that works offline, nor the other way around. We are post-digital. A contemporary agency, totally focused in bringing the best and most strategic results to our clients.”

Tribal Worldwide Canada Bolsters Its Brand Experience & Storytelling Expertise

November 22nd, 2016


Investing in diverse new talent to elevate Tribal Worldwide Canada’s brand experience and brand storytelling expertise, the agency is pleased to welcome Duri Alajrami and Erin Kawalecki to its Toronto office.

Duri Alajrami has been appointed to the recently established role of VP, brand experience, responsible for evolving and growing the Toronto office’s key digital practices; including technology, search/performance marketing, user experience, and social media under one unified practice to ensure ideas are delivered in the user-centric, effective manner.

Erin Kawalecki joins the agency as creative director, helping to cultivate the creative department’s modern-day storytelling expertise.  Erin will report into executive creative director Marketa Krivy and collaborate with creative director Diego Bertagni to lead day-to-day creative.  Previously, Duri and Erin worked with Tribal Worldwide on a contract basis.

Over the course of Duri’s 19-year career, he established and managed digital and social media practices within leading global agencies in Canada and the United Arab Emirates, where he solved business problems for brands such as Unilever, Kraft, Motorola, American Express, Samsung, Nestle, IBM, Cisco, Coca-Cola, and Air Canada.  Most recently, he served as founder and executive director at Relevance Club, a digital transformation consultancy.

Duri is also a frequent speaker and industry panelist at key Canadian social media conferences, where he regularly provides thought leadership on influencer marketing, content marketing, social listening and social media marketing.

Erin has spent the past 13 years building brands and creating breakthrough work for clients including Frito Lay, Nordica, Virgin, McCain, Quaker, Rogers, Canadian Journalists for Free Expression, Cadillac, Tropicana and Telus.

Her work has earned recognition at the world’s top creative and marketing effectiveness awards competitions, including the One Show, Cannes, LIA, Communication Arts, the Effies and more. Highlighted work includes YWCA’s hard-hitting #NotOkay campaign that challenges the ubiquitous nature of violence against women in pop culture; and launching eos lip balm whose creative platform has helped grow the brand from a start-up to the #1 lip balm in North America.

“In the short time that Duri and Erin have been with us, they’ve earned the trust and respect of our most demanding clients with their idea-led innovative thinking and passion for problem solving,” says Andrew McCartney, president, Tribal Worldwide Canada. “Duri’s data-driven approach and digital native expertise has transformed our brand experience offering.  Erin brings a wonderful curiosity and experience in helping brands find new ways to share stories that really connect with consumers.”

Tribal New York Throws Shine for 3 Musketeers

October 25th, 2016

The simple gesture of giving a 3 Musketeers bars is Tribal New York’s way of “Throwing Shine” and hopefully brightening your day. It is small acts like sending a chocolate bar, sending a compliment, or just sharing a smile that can inspire a larger movement of positivity. And this positive movement of “Throwing Shine” is exactly what 3 Musketeers is working to initiate.

Starting a conversation or finding the right words to say can be hard. It’s even harder when you’re a teenager, especially in today’s digital age where they’re expressing themselves on dozens of social channels that are also chock full of trolls and cyberbullies. But the new concept of “Throwing Shine” is extending the brand’s digital-first approach and making it simpler to start and continue a positive conversation in the digital world, as well as through our new packaging, which becomes a relevant form of social currency. Inspired by teen insights, the #ThrowShine campaign is intended to empower teens in relevant environments and encourage positive acts.

In a unique new digital video series created by Tribal Worldwide, viewers can not only see but also feel the emotional impact of “Throwing Shine.” In the videos, the stories of three teens are intertwined to reveal a larger story. Over the course of three films, each teen “Throws Shine” illustrating how each teen’s simple acts and gestures create a sweet moment for someone else. The tagline “A little bit of shine goes a long way,” is in contrast to much of the “shade” thrown at teens these days via social channels.

The three video stories will be available via YouTube, Instagram, Snapchat and Facebook, working in tandem with an influencer program and consumer promotions. All three spots are set to a soundtrack of “This Little Light of Mine” performed by Bea Miller, a 17 year old popular contestant from season two of the X Factor who reflects the positive behaviors we’re looking to reinforce.

 If you haven’t yet seen, here are links to the 3 Musketeers YouTube page to see the three stories. The pieces are moving and inspiring, reflecting the power of how A Little Bit of Shine Goes a Long Way.

Dogumentaries from Tribal Worldwide highlight the special bond between owners and their dogs

October 25th, 2016

IAMS has launched a new digital campaign developed by Tribal Worldwide which features two videos that showcase the special bond between two dogs and their owners. Shot in a cinematic style from the perspective of the dog owner, the videos titled “Dogumentaries” take the focus off of dogs simply eating good food, and put the focus on the relationship between dog and owner and the active lifestyles of dogs that eat IAMS. The videos showcase how these dogs and their owners live “happily ever – IAMS.”

The first dogumentary shares Jody’s emotional story and special bond with his dog, Levi, as they help each other regain strength after being physically injured.

The second dogumentary showcases the relationship between a rescue dog, Karma, and his owner, Susan, who is adjusting to a new city. The story reinforces how sustaining your pet’s life can translate to a better, healthier you.

The Dogumentaries videos are the first pieces of content IAMS has created purely for digital use on Facebook, YouTube, Instagram and Twitter.