President, APAC, Tribal Worldwide
Jeff Cheong is President of Tribal Worldwide Asia. He was previously Vice President of Tribal Worldwide Asia and Head of Tribal Worldwide Singapore.
In 2008, a year after winning the Singapore Airline business with TBWA, Jeff helped kick-start Tribal DDB Singapore. In a short span of five years, Tribal Worldwide Singapore has grown to 120 staff with expertise from user experience to e-commerce and a tech innovation team. Under Jeff’s leadership, Tribal has built an expertise on delivering innovative digital-to-life solutions for regional clients such as Unilever, McDonald’s, Changi Airport, DBS, StarHub, Ministry of Communication and Information and National Library Board.
Promoted to Chief Digital Officer in 2010, the Singapore office has now become the centre of excellence for technology and innovation in the region, if not the entire DDB global network.
Recently, Jeff led the Singapore office to launch the DDB i-store, featuring over 30 tried-and-tested tech solutions, which has been adopted as DDB worldwide best practice. He has been tasked to grow the best practices in digital creativity for the region across technology, social media, content and e-commerce platforms.
President U.S. Operations
Rich Guest is the President of Tribal’s US operations. Prior to his current role, Rich was Managing Director of the award-winning, New York office of Tribal Worldwide. In that capacity he oversaw the work of more than 85 employees on accounts including Diageo, Johnson & Johnson, Hiscox, H&R Block, Merck, NBCUniversal, Novartis AG, and Solvay Pharmaceuticals. During Rich’s tenure the office more than doubled in size.
Previously, Rich spent several years at Tribal’s Chicago office working in a variety of client service, business development, and marketing strategy roles. He managed agency relationships with clients including Dell, LensCrafters, Microsoft, McDonald’s, Qwest, Ronald McDonald House Charities, and Universal Studios. During this time Rich helped McDonald’s craft their first in-video game marketing strategy. This involved negotiating relationships with Electronic Arts and Activision, which resulted in McDonald’s products being placed in The Sims, The Sims Online, and other major video game titles.
Rich has also worked at DDB Chicago, J. Walter Thompson (Detroit), and comScore Networks. He has been awarded an M.B.A from the Kellogg School of Management at Northwestern University and a B.A. with Honors from Indiana University Bloomington.
President of Europe, Middle East & Africa
Alistair Beattie is the President of Tribal Worldwide Europe, Middle East & Africa. In this position he is responsible for the coordination and promotion of Tribal Worldwide across EMEA.
Beattie brings to the role 20 years of experience in strategic brand development for the digital age. Prior to this role, he was Head of Strategy for DDB Europe and will continue working with his principle clients VW, McDonalds, and Heineken as well supporting new business opportunities throughout the region.
Previously, Beattie served as Head of Planning at AKQA in London, where he was responsible for the strategic output across a wide range of clients including Sainsburys, Heineken, Unilever, and Xbox. He has also worked for AMV BBDO as Head of Digital, where he was instrumental in building their digital offering and produced highly innovative and award-winning campaigns for brands like Guinness and The Economist.
Advertising is Beattie’s second career – his background is in design, and was a partner in Me Company, a branding and product development boutique whose eclectic clients included Sir Jonathon Ive, Björk and Sony.