Volkswagen Group China launched “TSI® engine. The power behind the smile”

December 23rd, 2014

Volkswagen Group China and Tribal Worldwide Beijing have launched a digital-led campaign taglined “TSI® engine. The power behind the smile,”  in an effort to create advocacy for Volkswagen engine technology leadership among Chinese consumers, and shift consumer perception on performance measurement from displacement size to torque.


“Torque performance” is one of the core competencies of Volkswagen’s latest engine technologies. Volkswagen award-winning TSI® engine generates higher torque without increasing engine displacement and achieves maximum torque output over a wide range of rpm.

To help people understand the three most outstanding benefits of the TSI® engine – Acceleration, Hill Climbing ability and Fuel Efficiency, Tribal Worldwide Beijing has created three amusing viral videos which have been put on campaign site .

Acceleration video:

Corporate Climber video:

Fuel Efficiency video:

The videos have already been viewed almost 3 million times in just five days.

The campaign seeks to create a friendly social environment for Volkswagen Group China’s relabeling project next year. From 2015, the displacement-based or engine type-based rear badge of selected Volkswagen brand passenger cars and light commercial vehicles that are equipped with TSI® or TDI® engine, will be progressively changed to “torque-based” badges. This critical change is to make “performance,” an increasingly important car purchase factor in China, directly visible to the customers.

The digital campaign is supported by a series of social media activities and PR cooperation. Currently, “Look for your life torque” topic has been spread up on Sina Weibo, to encourage people share the key factors, which inspired them to keep going on their life and work. Key opinion leaders and leading trade media are also sharing insights on TSI® Engine and what the entire re-labeling project will bring to the automobile industry.

George Washington University Names Tribal New York Agency of Record

October 20th, 2014

Tribal Worldwide’s office in New York City announced its partnership with the George Washington University (GW), the District of Columbia’s largest institution of higher education. Effective immediately, Tribal New York will serve as GW’s digital media agency of record, handling all digital media strategy and digital media buying, including social, display, search and SEO management.

“We are thrilled to be working with the George Washington University and look forward to helping GW drive enrollments into all of its very prestigious schools and colleges,” said Rich Guest, U.S. President of Tribal Worldwide. “Smart data-driven paid media plans are a critical part of Tribal’s unique service offering, designed to help our clients build brands that act as interfaces with modern consumers.”

Tribal will be carrying out a digital strategy project allowing for GW’s schools to have a holistic channel and media strategy for their graduate school programs and other key units, with the goal of driving interest in the many programs that GW offers.

“We are particularly focused on increasing interest in our graduate school programs and believe that Tribal’s strong background in all things digital will help us reach potential new students,” said Sarah Baldassaro, Associate Vice President for Communications at GW. “We are impressed with Tribal’s strategic and targeted approach to digital advertising.”

Tribal New York has already launched campaigns for GW and strategy work will begin rolling out in November. GW’s digital media services had previously been decentralized.

Tribal Worldwide London Boosts Team With Two New Directors

September 25th, 2014


Tribal Worldwide London has appointed Jesse Spink as its UX Director and Dominic O’Neill as Business Director.

Spink brings over ten years’ experience in the digital marketing industry, having worked at Ayogo, DARE and Fusebox Creative. He brings his UX and experience design thinking to all clients and projects at Tribal, while his background in persuasive design and behavioural economics will be used across key accounts, with a view to increasing meaningful engagement across customer touch points.

Clients will include Fitness First and Morrisons, where for the latter he will help the supermarket gain ground through thoughtful service design thinking. Spink will report to Head of Service and Experience Design, Jonathan Lovatt-Young. The role of UX Director became available following the growth of Tribal’s UX and service design departments.

Tribal Worldwide, London has also appointed Dominic O’Neill who has over 18 years’ experience working in digital production and marketing at agencies including Poke, LBi and Digit London. He will ensure the smooth running and account management of Exxon Mobile, Fitness First, Unilever and Captain Morgan, as well as looking for strategic opportunities to help integrate digital into clients’ businesses.

He replaces Tim Cullinane who moved to BBH Singapore and will report to Managing Partner, Gary Shannon.

Jesse Spink said of his new role: “I’m really excited to be joining such a highly regarded agency. The combination of innovative design thinking with Tribal Worldwide London’s rich history of success is exactly what global brands need in order to create the products and services that today’s consumer’s demand.”

Jonathan Lovatt-Young, Head of Service and Experience Design at Tribal Worldwide, London added: “Jesse and Dom are joining a top notch team at Tribal Worldwide, London, and with their talent and experience we’re looking forward to further developing the digital transformation agenda using the best tools from service design thinking and behavioural economics.”

Both roles begin immediately.


August 26th, 2014


Tribal Worldwide’s New York Office today announced the appointment of Heather Harrigan as Head of User Experience Design and Strategy. In this leadership position, Harrigan will be responsible for leading a customer-centric vision, strategy, and execution of the user experience design and advocate a vision for new interaction models designed to meet the needs of our client’s user base. Harrigan will report to Richard Guest, U.S. President of Tribal Worldwide.

“As I’ve come to know Heather, it’s clear that she brings a love of problem solving as well as a passion for creating both aesthetically pleasing and intuitive digital experiences that drive business value by exceeding the needs of the end user,” said Guest. “These values are critical to building modern brands that behave more like interfaces than like images and are very much in tune with Tribal’s Mission and Philiosophies.”

Most recently Harrigan served as SVP, User Experience at Rokkan, an agency known for its work on behalf of Chipotle, JetBlue and many other pioneering brands. Prior to Rokkan, Harrigan worked at DailyCandy, frog design and Proxicom for clients including Wellpoint, General Mills, Gain Capital, Caesars, Citi, Canon, Purina, JP Morgan, GE and the New York Times.

Commenting on her new role, Harrigan said, “I’m thrilled to be joining such a renowned agency, especially known for its unrivaled innovation in the digital space. I’m particularly looking forward to working with such a high-caliber team.”

Harrigan holds a B.A. in English Literature and started out teaching high school English literature in Maine before discovering and falling in love with user experience design.

Emen Chong to Lead Tribal Worldwide Shanghai

August 25th, 2014


DDB China Group has appointed Emen Chong as General Manager of Tribal Worldwide Shanghai to oversee the agency’s current digital business practices, while also enabling it to acquire new digital business. Based in Shanghai, Emen reports to Jit Hoong Ng, Vice President of DDB Group North China & Managing Director of DDB Group Shanghai.

Tribal Worldwide Shanghai, part of DDB China Group, won Campaign Asia Pacific’s Digital Agency of The Year title in Greater China and in 2012 it was honored as China’s most Effective digital agency of the year in China by the Effie Index.

Emen has more than 15 years of experience in consumer communications and marketing, across variously different disciplines, from digital brand building, mainstream advertising, sales and promotions to retail activation and loyalty marketing. She has worked in countries such as Greater China, Singapore, Thailand, Japan and Vietnam.

‘’I have been attracted to Tribal’s culture and reputation for years and I am thrilled to have the opportunity to lead the famous digital agency on new adventures,’’ said Emen.

“Tribal Worldwide will continue its trajectory to drive strong digital intelligence to help our clients manage the vast digital eco-system, specifically in the area of communications, community, and commerce.”

Tribal New York Announces The Promotion Of Amy Elkins To Head Of Client Services

August 14th, 2014


Tribal Worldwide today announced the promotion of Amy Elkins to Head of Client Services in its New York City office. Tribal’s Account Management, Project Management and Engagement Management departments will continue to operate independently but will all now report directly to Elkins, who is based in New York and has been with Tribal for eight years and previously held the title of Head of Engagement Management.

“Amy has been at the agency for almost a decade and her expertise and leadership skills will ensure that Tribal New York is best able to exceed its client’s expectations, while growing into the vision that has been established for Tribal over the years” said Rich Guest, U.S. President of Tribal Worldwide. “I believe that Amy will help us to drive greater collaboration and partnership between these three departments while increasing overall client satisfaction.”

According to Elkins, “I’m thrilled to be leading the incredibly talented and dedicated client services team at Tribal.  Delivering innovative thinking and work for our clients is absolutely paramount to the future of the agency, and we have the smart, spirited team to do it. ”

Previously, she worked at agencies including DDB New York, ATTIK San Francisco, Euro RSCG and JWT as well as within the marketing organization at Mercedes-Benz USA.

DDB Group Australia introduces new-look Tribal Worldwide Australia

July 21st, 2014


DDB Group Australia has officially re-launched Tribal Worldwide Australia; an inspired new offering that aligns with Tribal’s global digital focus, harnessing technology and creativity to effectively engage today’s astute consumers.

Like all DDB Group brands, Tribal Worldwide Sydney and Melbourne will also feed into a national structure, Tribal Worldwide Australia, which will spearhead the Group’s technology-led creative offering.

Managing Director Tribal Worldwide Sydney, Phil Dowgierd comments, “We are living in the experience economy – a time of unprecedented choice with greater homogeneity than ever before. In this environment, what a brand does is as important as what a brand says. Consumers are driving this change and business, especially locally, needs to respond quicker to keep up. As a new national offering, we want to bring Australian brands to the forefront of this consumer-driven evolution.”

Dowgierd and MD Tribal Worldwide Melbourne, Richard Lloyd both relocated to Australia earlier this year to take up their roles with Tribal Worldwide Australia having each led some of the UK’s strongest digital agencies in recent years. Since their arrival, they have identified key opportunities available to Australian brands that will allow them to continually operate in today’s experience economy, utilizing technology to add value to consumers.

“A brand’s use of technology should aim to be visibly invisible and ultimately be the engine behind the experience being provided, as opposed to the experience itself.  It allows for interaction, but more than ever technology needs to earn this inherent interaction. Innovating in brand experiences requires a mindset shift in Australia. To not do so is a risky course of action for Australian brands and businesses,” comments Lloyd.

“The fact is, Australian are some of the fastest adopters of technology in the world, however we are seeing non-Australian companies, such as ASOS and Uber capitalize on this whilst local companies are not doing so as effectively. We want to redress that,” adds Dowgierd.

DDB Group Australia CEO, Chris Brown and DDB Australia MD, Andrew Little, who takes up the position of CEO in the coming weeks, have been working closely together in the development of the national Tribal Worldwide offering, bringing in Dowgierd and Lloyd to spearhead the new rollout.

“For the past 12 months, the Group has been acutely aware of the opportunity for a specialist technology agency. The national offering houses some of the strongest talent in the industry and the creative heartbeat in Tribal Worldwide Australia gives it a unique edge in the tech space,” says Little.

Supporting Dowgierd and Lloyd are ECD Darwin Tomlinson in Sydney and Head of Creative Technology Matt Oxley in Melbourne. Tomlinson joined the Tribal camp from DDB Sydney where he was Deputy ECD and led a number of award-winning digital campaigns, including TrackMyMacca’s.

He is also a founding member of DDB Group’s innovation lab, °shaper, which has inspired some of thinking behind the new-look Tribal Worldwide in Australia.

“°shaper starts with a problem that needs to be solved and we find a brand to enable it. With Tribal, we are finding a solution with a brand already in mind. Ultimately we are looking at transformation and transaction and doing so through providing a use or utility – creating experiences, and more specifically, an experience around a brand,” notes Tomlinson

Matt Oxley has just joined the Group from the UK in his role as Head of Creative Technology. With over 15 years’ experience, Matt has received numerous awards, including Cannes Lions and Webbys, for his ability to combine both creativity and technology to build useful and cutting edge solutions for clients.

Tribal Worldwide Australia will be supported by the extensive expertise of the Tribal Worldwide network which has over 60 offices across 42 countries and, with a legacy for innovation, has led the industry with continuous award-winning work since its set up in 2000.

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Tribal Worldwide Opens in Spain

July 15th, 2014


Tribal Worldwide announced the launch of an office in Madrid, Spain, to be led by Pepe Chamorro and Fernando Martínez-Corbalán as Managing Partners, effective immediately.

Tribal Worldwide Spain opens with 20 team members in digital disciplines such as Business Innovation, Mobile, Social Media, Search Marketing, Content Strategy, CRM, and UX who are well versed in managing work for clients ranging from communications to community to commerce.

The evolution of clients and a clear conviction that marketers will continue to require the services of specialist digital agencies have led DDB Communications Group to launch Tribal Worldwide’s office in Spain, to support clients such as Grupo Mahou-San Miguel, the leading Spanish brewing company, with current and future needs.

José María Rull, President and Chief Executive Officer of DDB Group Spain, commented, “Pepe, Fernando, and I agreed that we wanted to launch the Tribal Worldwide brand in Spain in order to achieve our joint objective with DDB Group Latina (US Hispanic Latin America and Spain) of bringing added value to our clients under a new agency model.”

Chamorro founded his own agency, Digital, in 1996 and, after four years, partially sold the company to Grupo Delvico Bates to create Digital Bates. The agency was quickly positioned as one of the top-three biggest interactive agencies in Spain, taking home the Digital Grand Prix at El Sol Festival, with one of its most important clients, Telefónica/Movistar. In 2001, Chamorro joined 141 Worldwide as Managing Director and worked with clients such as Telefónica/Movistar, BAT (Lucky Strike), Ballantine’s, Beefeater, ONCE, Mahou, and Schweppes, among others. In 2005, Chamorro became General Manager of JWT Spain and a member of its European Digital Council, where he worked with clients such as Unilever, Johnson & Johnson Grupo Modelo Europa, ONCE, Bankinter, and Mazda.

Chamorro served as a member of the first judging panel for Cyber Lions at the Cannes Lions Festival of Creativity, and he served as Interactive Jury President of El Sol Festival.

“Innovation and the evolution of clients into the digital business are our focus in this new stage with Tribal Worldwide,” said Pepe Chamorro, Managing Partner of Tribal Worldwide Spain. “The changes in the communication models and in relationships with clients demand more agile and more competitive structures that allow the best specialists to be competitive and get results in the shortest time possible.”

Martínez-Corbalán started in 1994 at Tiempo/BBDO Madrid. In 1995, he worked for BBDO Düsseldorf with accounts such as Wella Range, Kolestint, and Wella Professional. In 1996, Martínez-Corbalán returned to Tiempo/BBDO and stayed on until 1999. From 1999 to 2003, he worked with Grupo Delvico/Bates as Account Director in the interactive unit at Digital Bates, which was later merged with 141Worldwide. In 2004, Martínez-Corbalán was appointed Client Services Director at Delvico, where he worked for clients such as Pernod Ricard, Movistar, BAT, Mahou, and Schweppes. He was also Client Services Director at JWT and continued his career there as the Deputy General Manager and Digital Head, leading and coordinating international business for accounts such as Corona, and other local and international clients such as Freixenet, Nestlé, and Johnson & Johnson, among others.

“Digital thinking should be integrated into any business strategy. Tribal Worldwide today is the world’s leading digital agency, which allows us to have an international focus on global clients,” commented Fernando Martínez-Corbalán, Managing Partner of Tribal Worldwide Spain.

KLM’s “Flat or Not” Wins FWA’s Site of the Day

July 15th, 2014


Tribal Amsterdam collected yet another FWA Site of the Day accolade. This time for KLM’s “Flat or Not.”

At KLM’s home base of Amsterdam Airport Schiphol, an ordinary waiting seat was replaced with a seat that could transform into a fully-flat bed, much like the new seats in the KLM new World Business Class. When unsuspecting travelers sat down, the seat reclined, and those who dared to relax fully in the middle of the busy airport were rewarded.

KLM filmed the reactions to the reclining seat on hidden cameras to create the Flat or Not online game where visitors could guess how travelers reacted for the chance of winning two World Class Business tickets.

Learn more about FWA, here.


Jeff Cheong Promoted to President of Tribal Asia

June 20th, 2014


Jeff Cheong has been promoted to President of Tribal Worldwide Asia as part of DDB Group’s leadership and succession strategy to enhance digital creativity within the region. Jeff 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, McDonalds, 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 center of excellence for technology and innovation in the region.

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.

Jeff will be flanked by Tribal Worldwide’s leaders in the Pacific – Phil Dowgierd, Managing Director Tribal Worldwide Sydney, Darwin Tomlinson, Executive Creative Director of Tribal Worldwide Sydney and Richard Lloyd, General Manager of Tribal Worldwide Melbourne.