Tribal Worldwide Singapore Names Managing Partners

May 21st, 2015

Tribal Worldwide Singapore has promoted Joshua Lee and Leslie Goh (Ms) to Managing Partners for its Singapore office. Reporting to Jeff Cheong, President of Tribal Worldwide Asia, the duo will work closely across a portfolio of brands.

Joshua has proved to be an astute business head for the Tribal Worldwide Singapore’s DBS account for the last five years. He was instrumental in winning two consecutive Gold Effie awards for DBS.

Leslie has played a vital role in the growth of the Singapore’s office for the last six years. Continuing in her role as Head of Operations, she leads the project management on digital production.

Tribal Worldwide Ranked Among World’s Best Digital Agencies By WARC 100

March 11th, 2015


According to the latest ranking released by WARC 100, Tribal Worldwide Shanghai ranked No.15 of the best digital agencies in the world! At the same time, Tribal Worldwide is the only China agency listed in the top 20 rankings.

Warc 100 is an annual ranking of the world’s 100 best marketing campaigns and companies, based on the tracking results of over 2,200 individual award winners across 87 different effectiveness and strategy awards schemes held around the world. As a global marketing independent online service, WARC’s annual list is recognized as one of the most reliable & influential rankings in the marketing & advertising industry.

In the past 12 months, Tribal Worldwide Shanghai has also been winning creative awards at Cannes, PMAA, Effie Greater China, China Great Wall Awards, and more. It is this excellent performance that has helped to rank DDB China Group as No.2 at the 2014 Digital Creative Agency of Year, an online-voted ranking released by DamnDigital, a leading trade media focuses on digital marketing in China.

For more info about the WARC 100, please check out:

Award Winning Eugene Demata Joins Tribal Worldwide as Executive Creative Director

February 13th, 2015


Tribal Worldwide in the Philippines announced today that Eugene Demata has joined the agency as Executive Creative Director effective February 2015.

In 2011, Eugene got The Hall of Fame award from The Creative Guild of the Philippines. Eugene is currently ranked #1 Creative Director in the Philippines by THE BIG WON 2014 creative ranking and constantly included in the hottest creatives in Asia ranking by Campaign Brief Asia.

Eugene was instrumental in driving DM9JaymeSyfu success in becoming Philippines’ hottest creative shop, helping the agency win the title of Campaign Brief Asia’s “Number 1 Most Creative Agency in the Philippines” in 2010. DM9JaymeSyfu also went on to receive a back-to-back wins as Campaign Asia’s Agency of the Year in 2012 and 2013.

Just last year, DIGIT won Digital Creative Excellence award from Agency Of The Year (AOY 2014 Awards) Philippines, a surprising feat because DIGIT is only a little more than a year old.

Eugene has already won an impressive number of metals from local and international advertising festivals including Philippines’ first-ever Cannes Grand Prix Lion for Smart “TXTBKS” and first-ever Cannes Media Lion for Gabriela, Philippines’ first-ever D&AD Yellow Pencil, Clio, New York Festivals, London International Awards, Spikes, Adfest, One Show, ANDYs, AME, Epica, AMES, Digital Asia Festivals, Webby Awards, AWARD, ADSTARS and acceptances from Luerzers Archive, Communication Arts and The WORK.

Eugene has more than 20 years of proven creative excellence and leadership, having worked across some of the world’s biggest brands, including Nestle, Procter & Gamble, McDonald’s, Del Monte, Schering & Plough, Toyota, Mead Johnson, Johnson & Johnson, Fonterra, Samsung and other local major brands like Jollibee, Smart, PLDT, Ayala and San Miguel.

Applications Now Available For Summer 2015 Internships

February 11th, 2015

Tribal New York, the awarded digital advertising agency, is looking for smart, creative, hard-working entrepreneurs, visionaries, and brand lovers to intern with the Tribe this summer.

Interns will gain valuable exposure to the digital advertising industry and will be fully integrated into the Tribal team and our day-to-day business for world-class clients.

View the application now.

Canadian Tire Encourages Canadians To Shovel It Forward

February 11th, 2015


Nothing defines Canadian identity more than winter. The harshness of winter brings out the best in people, and unifies the nation because Canadians don’t survive winter alone – they thrive in it together. This week, Canadian Tire in partnership with Tribal Worldwide Toronto launched Shovel It Forward, a new social campaign driven by Canadian kindness that encourages and arms Canadians to shovel a neighbor’s snow.

Following a series of snowfalls that took place across the country this past week, Canadians in eight communities were surprised with a clear driveway and an iconic shovel left on their doorstep, engraved with instructions to pass it on by shovelling snow for someone else. Participants are also encouraged to visit where they can watch the campaign video, retrace where the shovels have been placed across Canada, read stories about neighbourly kindness, and see photos and sentiments that have been shared on social via #SHOVELITFORWARD.

“This program is rooted in the age-old practice of shovelling a neighbour’s driveway or sidewalk, simply because it’s the Canadian thing to do,” says Joshua Stein, Executive Creative Director, Tribal Worldwide Toronto. “No brand understands life in Canada better than Canadian Tire. Shovel It Forward is a great way for us to demonstrate this.”


Shovel It Forward launched on February 5, 2015 with activations in Boucherville, QC; North Bay, ON; Corner Brook, NL; Leduc, AB; Yorkton, SK; Winnipeg St. Boniface, MB; Antigonish, NS and Fernie, BC. For the next four weeks, promoted video and photos will appear on Facebook and Twitter to amplify Shovel It Forward stories and drive to

As a sign of solidarity and with hopes of growing the Shovel It Forward movement, Canadian Tire is also sending 20 of its branded shovels to the Greenfield, Wisconsin Fire Department, which recently responded to a cardiac call from an elderly man while shoveling his driveway. After taking the elderly man to the hospital, the fire fighters returned to the man’s home to finish the job.


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.”