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.

Tribal New York’s “DXM Labworks“ Named FWA’s Mobile Of The Day

December 10th, 2014


The Favorite Website Awards (The FWA), a leading industry recognized award program, has named Tribal New York’s “DXM Labworks” campaign with the distinction of Mobile Of The Day (MOTD) for December 10, 2014. Created by Tribal Worldwide’s New York office for the Consumer Healthcare Products Association (CHPA) and the Partnership for Drug-Free Kids, the digital campaign allows users to experience the harmful effects of DXM abuse in a virtual environment without having to try it for themselves.

Targeting teens between the ages of 13 and 19, Tribal New York in association with the Partnership for Drug-Free Kids and the Consumer Healthcare Products Association has proudly introduced the DEXTROBOT – a customizable robot created to test symptoms and demonstrate the inhibiting affects that DXM could have on an individual. The campaign also includes an informational website housed at where users can learn about the ingredient, the effects and sample test cases of abuse.

Kinney Edwards, Executive Creative Director at Tribal New York said, “The campaign and app were designed with our target’s digital behaviors in mind. Teens are smart, they fact check and question everything online. The normal anti-abuse messaging campaigns with fear and scare tactics at their core would fail to resonate with these at risk teens. That’s why we took a brave step with our clients and developed a platform where teens who are researching the ingredient can virtually experience it for themselves and come to the obvious conclusion of how DXM abuse is lame.”

Campaign results as of December 10, 2014:

  • Approximately 57,580 downloads to date
  • 650,000+ experiments done with a DEXTROBOT
  • 1MM+ views of DXM Labworks trailer

DXM Labworks will remain The FWA’s MOTD for 24 hours before being listed in The FWA mobile winner archive. Download it now for free on the App Store or Google Play Store. Also, click here to view all past FWA winners from Tribal’s Worldwide offices.

Rich Guest Participates in Chief Digital Officer Global Forum (CDX)

November 21st, 2014

Rich Guest, President of North America at Tribal Worldwide, spoke at the annual Chief Digital Officer Global Forum (CDX) in Silicon Valley on Thursday, November 20. The invitation-only event, held at the Ritz Carlton Hotel & Resort at Half Moon Bay, California, brought together digital executives and industry influencers over a three-day period to discuss and debate the state of the connected consumer.

Among the Forum’s key themes was consumer centricity and media accountability – the topic of Guest’s main stage panel. Becky Brown, Director of Digital and Marketing Media at Intel, and Cory Treffiletti, VP of Strategy at Oracle co-presented the 30-minute discussion. Brown soon set the tone at CDX saying, “A GRP is meaningless in today’s digital media business.”

“As creative, we suck in all the data that our clients and partners have, to produce the most consumer-centric work,” Guest reaffirmed.

Follow the hashtag #CDXForum on Twitter and Instagram for more takeaways from the event. To learn more about CDX, visit:

Screw school. Pay me 30k and I’ll educate you.

August 25th, 2014

Expert learnings on how to effectively nurture young talent and save advertising, along with your wallet. By Ryan McLaughlin, CSO, Tribal Worldwide New York

“However much we would like advertising to be a science – because life would be simpler that way – the fact is that it is not. It is a subtle, ever-changing art, defying formularization, flowering on freshness and withering on imitation; where what was effective one day, for that very reason, will not be effective the next, because it has lost maximum impact of originality.”  – Bill Bernbach

Three interns from different schools walk into my office: one from a state school, one from a portfolio school, and one from a top tier liberal arts university. They know 2% of what ad agencies currently do, 5% of what we used to do, and even scarier, 1% of what we’ll do tomorrow. Begging the question: How effective are universities at preparing our youth for the workforce?

Learning from the Millennial generation, where debt and jobs are the two primary concerns in life, “Generation Edge” (ages 20 and under) should have the opportunity to decide on an option that doesn’t lead them down a path of financial insecurity. Today’s adults know best that a college degree does not guarantee a great job, or any job for that matter. And professors who have left the marketing and advertising industry often have a dated perspective and little to no understanding of the transformative shifts that occur in the industry on a day-to-day basis.

The Program

Rather than spending $75-120k to attend a four-year institution, I recommend getting a basic college education for one-two years then enrolling in an agency development program to study your specialization. The agency would require a similar “admission fee,” but in return the student would receive an accredited degree after only a year. In doing this, they would be saving 30-60k or more.

Advertising agencies can provide both research and analytical resources that most schools either 1.) Don’t have budget for, or 2.) Require specialists since many of today’s companies are already using innovative social listening tools that are both expensive and require training. Meaning, by the time students have graduated, the resources they are currently using will inevitably be outdated.

Upon acceptance, “agency students” would have the opportunity to work through real client challenges versus the hypothetical “case study” often used in school classrooms. This type of program* would also offer students networking opportunities and the ability to grow their own professional network, furthering career potential.

Unlike an internship, monthly evaluations and yearly goals that involve success criteria such as awards, new business, billings, etc. would be put into place. Not only would this enrich a student’s education, but it’ll also cultivate young talent with fresh minds for agencies, along with insight into their specific market segment.

Unfortunately, most agencies don’t have development tools for future talent, only current talent.

Adding insult to injury – prospective talent is often wooed by big name companies like Facebook, Twitter, and Google due to not only unique work environment perks but also the types of innovative projects that young talent thirsts for.

Developing Future Talent

At Tribal, we are currently testing a new development tool that teaches startup thinking and collaboration. We’ve partnered with a Brooklyn based incubator and created two cross-functional teams working within the space on innovation concepts. This specific initiative is designed to help us, a large multi-functional agency, innovate as individual startups by allowing employees to explore, concept and develop products and services within a collaborative environment outside agency walls. Since the start of this venture, we’ve seen our best and brightest thinkers flex their invention and innovation muscles, as they gain valuable skills around collaboration, team dynamics, cross-functional marketing, and prototyping. During our panel, we will reveal the results of this venture.

*Think of this as a more holistic version of Wieden’s WK12, which focuses solely on creative talent.

Vote Now:

Whether you agree or disagree watch me go head to head with the Managing Director of Miami Ad School Europe GmbH at SXSW 2015, by voting for this panel session, now.


Ryan McLaughlin, Chief Strategy Officer, Tribal Worldwide

Niklas Frings-Rupp, Managing Director, Miami Ad School Europe GmbH

Vote Tribal Worldwide to Make the Stage at Internet Week 2014

April 8th, 2014


Internet Week is right around the corner – this year’s event will be held in NYC from May 19-25. With over 180 submissions, we need your help to ignite buzz for our panels in order to “Make The Stage.” The deadline for votes is April 11.

The whole process takes just a few seconds – click on the links below, sign in to Internet Week’s portal and cast your votes! You can vote for as many sessions as you’d like, but just once for each. 


STFU: Real-time vs. Right-time


As marketers we are drawn to ‘of the moment’ campaigning, making the ‘lovefest’ around RTM seem rather obvious. But under the shiny veneer and gloss of Oreo messaging, there is something afoul.Tribal Worldwide is experimenting with Right-Time messaging and are keen to showcase how it might be used in the not so distant future.


Rich Guest, President, U.S. Operations, Tribal Worldwide

Click here to view all nominated sessions and here for more information on Internet Week.

Applications Now Available For Summer 2014 Internships

March 12th, 2014


Tribal New York is looking for artists, futurists, writers, entrepreneurs, visionaries, and brand lovers to spend eight weeks with us. Accepted interns will gain valuable exposure to the digital advertising industry and will be fully integrated into the Tribal team and its daily activities.

Who you are:

A college junior, senior, or recent grad looking for hands-on experience at a New York City advertising agency. You’re forward-thinking, digitally savvy, and passionate about brands, communications, emerging technology, and social media.

Who we are:

Tribal Worldwide, a global creative agency, draws on our expertise in digital innovation as well as our heritage of creativity and insights to craft effective marketing solutions that connect brands to people. In 2013, Tribal Worldwide was awarded Webby Agency of the Year. Founded in 2000, Tribal consists of 60 offices in over 42 countries with global headquarters in New York, NY.

Details and Requirements:

Tribal summer interns will experience agency life firsthand, working with all disciplines on client accounts, agency initiatives, and special intern projects. Accepted interns will receive a stipend and can also earn school credit (participants are responsible for supplying the necessary materials from their school or university).

Applicants must be rising juniors or seniors in college (or equivalent) or recent graduates, and must be legally allowed to work in the United States.

We are accepting applications for internships in the following departments:

  • Engagement Management (Account/Project Management hybrid)
  • Strategy
  • User Experience
  • Technology

For information about Creative internship opportunities (copywriting, design, and art direction), please e-mail

Deadlines and Timing:

The internship will run from June 16 to August 8, 2014. Applications must be received by March 28, 2014. Selected interns must be available for the full eight-week period.

Click here to download the application.

Submit application and resume to

Kinney Edwards, Executive Creative Director of Tribal New York, Joins Celtra’s Creative Directors Council

February 7th, 2014


Celtra Inc., the industry leader for mobile display ad creation, serving and analytics, has announced the formation of the Celtra Creative Directors Council, an elite group of independent advertising creative directors that will participate in helping move the mobile ad space forward. Kinney Edwards, Executive Creative Director of Tribal Worldwide’s New York office, will join top industry creative executives to participate in shaping the future of mobile display advertising and helping pioneer new methods of user engagement.

Edwards said, “I’m honored to work along some of the brightest minds in the industry to help refine and craft future innovations on the Celtra platform. It is especially exciting to apply what we know about consumers and help shape technologies that will benefit our clients’ ability to further connect with them in a meaningful way.”

The Creative Directors Council will gain “first look” access to Celtra’s mobile rich media AdCreator platform as well as discuss key challenges brands face in their mobile advertising campaigns. The council will share industry best practices, test and provide feedback on new mobile ad units via the Celtra platform, and suggest solutions to meet the industry’s most significant challenges.

The council will be chaired by industry veteran Alan Schulman, Chief Creative Officer of SapientNitro NY, for a two-year term. The following creative leaders in the industry will be participating with Edwards and Schulman:

o Frédéric Bonn, Executive Creative Director, JWT New York
o Ed Brojerdi, President and Co-Chief Creative Officer, KBS+
o Steve Nesle, Executive Creative Director, Blast Radius
o Lincoln Bjorkman, Global Chief Creative Officer, Wunderman
o Others to be named

About Celtra Inc.

Celtra Inc. is the global leader for rich media mobile advertising and analytics across mobile devices.  AdCreator 3, which is used directly by top agencies, publishers and ad networks in more than 30 countries, is the only complete, SDK-agnostic platform for building, managing and tracking effective rich media mobile advertisements. Celtra’s unparalleled HTML5 ad formats and features are optimized for different mobile platforms and devices ensuring flawless functionality and the best possible user experience.  For more information, visit Celtra at or @CeltraMobile on Twitter.

Celtra is headquartered in Cambridge (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI).

Tribal Worldwide Appoints New Technology Director In Canada

February 3rd, 2014

Tribal Worldwide announced today that Adrien Montpellier has joined the Canadian network as technology director and is responsible for technology leadership across Tribal Worldwide and DDB Canada.

Based in Toronto, Montpellier will work closely with the integrated agency across Canada to help our clients modernize their brands through innovative technology and speed to market. His approach will challenge the agency to experiment with new technologies and prototype big ideas that are compelling, user-friendly and timely, to ensure our clients’ brands are moving at the speed of culture.

“Adrien is as excited about ad tech as he is about apps and ads. He offers a rare balance of deep technology expertise and passion for ideas that modern brands are seeking from their agencies today,” says Andrew McCartney, SVP managing director, Tribal Worldwide – Toronto. “His strong reputation in leading advanced technology teams, agency background and fit with our culture, made him the candidate of choice to enhance our team across Canada.”

Montpellier returns home to Canada from Seattle after gaining valuable work experience at, creating large-scale solutions across multiple technology teams and services. Prior to that, he served as technology director at both Lollipop and Twist Image, providing technical direction on various digital marketing initiatives for clients in the financial, retail, food and agriculture, tourisms and pharmaceutical industries.

“I like rolling up my sleeves, digging into the finer details and being hands-on from the beginning to the end of a project,” says Montpellier. “I liken myself as a technical problem solver for the agency, where my natural curiosity and determination to solve any challenge helps bring great ideas to life.”

What Marketers Can Learn From the Consumer Electronics Show 2014

January 29th, 2014

Rich Guest, US President of Tribal Worldwide, shared key insights on the hottest trends from the 2014 Consumer Electronics Show (CES) in the latest issue of Warc.

The following excerpt was extracted from Warc’s Consumer Electronics Show 2014 Events Report written by Sarah Shearman:

Living a “connected life”

The “connected life” – which I define as an amalgam of the connected home, wearable devices and the quantified self – clearly is a theme with a great deal of momentum behind it.

Connected cars, connected mattresses, connected light bulbs and even connected crockpots were all seen on the show floor. And then there were the wearable fitness trackers – lots of wearable fitness trackers that appear surprisingly similar. In fact, there were probably as many booths demoing some aspect of the connected life as booths showcasing cell phone cases. And, trust me, there were a ton of cell phone cases on display.

Will the average consumer have a connected life in the next two years? No. But the connected life is coming to a small town near you, and it is coming sooner rather than later. For marketers and advertising agencies, the implications of a connected life are manifold.

But there is an immediate question that we should all be grappling with, and solving within the context of best-in-class privacy policies: how can a brand – and ultimately the entire industry – responsibly leverage all of the data points that these products will create in order to truly deliver one-to-one marketing that is relevant and effective, but not creepy?

- Rich Guest, US President of Tribal Worldwide

Tribal Worldwide’s US President Participates in “The Television of Tomorrow” Panel at 2014 International CES

January 9th, 2014


Tribal Worldwide’s US President Participates in “The Television of Tomorrow” Panel at 2014 International CES

This week Rich Guest, US President of Tribal Worldwide, attended the 2014 International Consumer Electronics Show (CES), a global consumer electronics and consumer technology conference, and participated in an exclusive leadership session hosted by Omnicom and AOL at the Wynn in Las Vegas on Tuesday, January 7.

Guest joined digital experts from the Omnicom network in the panel discussion “The Television of Tomorrow.” Moderated by Bob Lord, CEO of AOL Networks, panelists included Johnathan Nelson, CEO, Omnicom Digital, Stuart Sproule, President, TBWA Digital Arts Networks, and Jeff Minsky, Director, Emerging Platforms, Omnicom Media Group.

The panelists offered a diverse discussion on how advertising, tech and media agencies can appease both the “innovation vortex” and the demand for contextually relevant messaging. The experts commented that brands are willing to open up to new forms of media and marketing but while noting that the average US TV viewer continues to consume around four hours or more of TV a day.

Guest supported the power of televised content and said, “TV still works; it sells products.” He continued, “At some point in the future, the broadcast industry model fundamentally changes. But you don’t want to push people who aren’t there.”

Ultimately, the panel revealed that the significance of TV is not expected to change, but rather what is considered TV will change. However clients choose to spend their ad dollars, Guest advised, “It’s not about real time, it’s about right time and what’s contextually relevant to the brand.”

To read additional coverage of the panel, please visit Advertising Age and MediaPost.