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.

We came, we saw, we Tribed at Advertising Week 2016

September 30th, 2016

What a blast we had at Advertising Week 2016! The conference was jam-packed with high-profile speaking engagements, not-to-miss panels, and plenty of great events to attend!


Tribal Worldwide Hires Key Senior Creative Technology Leads to Boost Its Digital and Technology Operations

September 21st, 2016

Lu Jue and Hon Tat[2]

As part of the strategic growth plan for the region, Tribal Worldwide has appointed two leading consultants to be part of its 50-strong technology team, based in Singapore. Lu Jue will lead the user experience (UX) practice as Head of User Experience while Ong Hon Tat will lead the mobile practice as Head of Mobile Solutions.

The appointments come on the back of the launch of Equator – a global center of excellence for creative technology and innovation operated by Tribal Worldwide’s Singapore office for the DDB Worldwide network and its clients. Jue and Hon Tat will be part of the new Equator team that will provide consultancy for both regional and global clients.

Jue joins Tribal from SapientNitro, where she spent six years leading Omni-channel user experience design and mobile strategy. After honing her skills at SapientNitro’s mobile center of excellence in Atlanta, Georgia, in the U.S., she moved to Singapore to grow the experience design offering in Asia Pacific. Prior to this, Jue spent five years in Motorola’s Consumer Experience Design Center in Chicago, where she led the team to launch several smartphones across North America and Asia.

Her background in industrial design and design planning complements Jue’s expertise in multichannel (mobile, tablet, web, interactive displays, physical spaces) and emerging experiences. In her 12 years of specialization, Jue has worked on a range of retail and consumer product industries, which include travel and hospitality, health and beauty, healthcare, the luxury brand sector, telecommunications, automobile and finance. Some of the brands she has worked on include American Express, Hyundai, Unilever, Suntec Singapore Convention & Exhibition Centre and Metlife. Jue is an award-winning UX expert and has led teams to create the first in-store table experience for the New Balance flagship store in the U.S., MyTelkomsel’s self-service app and SingTel’s Amped app.

Lu Jue said, “We have serious clients who are investing to enhance user experience across all their touch points. My challenge is to create new and sustainable experiences combining art and science that will align with their business goals – not flights of fancy.”

Ong Hon Tat is one the most sought-after mobile software consultants in Singapore, with over 15 years of experience in software and product innovation.  A creative developer by training, Hon Tat combines strong knowledge in interactive and codes with flare.

Prior to his new leadership role at Tribal, Hon Tat served as Assistant Vice President for mobile at OCBC Bank, where he launched OCBC Bank’s API platform— Connect2OCBC— which allows developers to integrate the bank’s products and services when building applications and programs. Expanding his abilities and honing his skills further, Hon Tat successfully ran his own mobile and front-end consultancy business for six years. He has helped create many mobile apps that are widely used today, some of which include Connect2OCBC, DBS Bank’s PayLah, Singapore Grand Prix and GIC’s mobile library.

Commenting on the launch of Equator, Ong Hon Tat, Head of Mobile Solutions said: “I worked with Tribal many years ago when I ran my own consultancy. They have been consistently delivering technology products that make a lot of us jealous. So I’m thrilled to now be part of this team, and with Equator at Temasek Polytechnic going operational at the end of the year, I am looking forward to working with the emerging technology talent.”

“The launch of Equator signals a strong commitment to accelerate the digital business transformation agenda for our businesses globally. Jue and Hon Tat’s leadership will not only improve our service offerings to our clients but also attract the best like-minded talents locally and regionally,”  Leslie Goh, Managing Partner of Tribal Worldwide Singapore, said.

Tribal Worldwide at Advertising Week 2016

September 15th, 2016


Advertising Week NYC is less than two weeks away and Tribal is gearing up for a great conference! Check out our speaking engagements below, and be sure to follow us on Twitter along with the hashtag #TribalatAW for live updates from the conference all week long.


Getty Image Makers

Time/Location: 9:45 am, Nasdaq MarketSite (4 Times Square)

Overview: In the evolving media-savvy world of today – and one where pop-culture rules all – fashion, image, music, influence and the art of storytelling work together more than ever before. An eclectic mix of dynamic industry leaders discuss the marriage of pop-culture, fashion, technology and social media, and how they all blend together in building your brand in real-time.

Speakers: Steffany Bane Carey (Group Creative Director for Tribal Worldwide North America), Katie Calhoun (VP of Sales, Getty Images), Matthew Bull (Chief Creative Officer, New York, mcgarrybowen), Ryan McConville (President and Chief Operating Officer, Kargo), Gayle Troberman (CMO, iHeartMedia)

Creative Carousel

Time/Location: 2:00 pm, BB King (237 West 42nd Street)

Overview: A cast of creative directors will each have a turn on the carousel during this all-star panel. Listen as these creative experts share their thoughts on life, the creative universe, and all that comes with being a creative mind. They’ll discuss their secrets to finding creative success, and what they believe goes into making a good idea a great one. Join in as they share some of their favorite personal inspirations, work ideas, campaigns they most admire, and what they hope is in store for the future of this business.

Speakers: Kinney Edwards (Executive Creative Director, Tribal), Mark Eaves (Founder, Gravity Road), Jerry Judge (Partner, The Fearless Group, Inc.), Andy Bird (Chief Creative Officer, Publicis), John Mescall (Global ECD and President, McCann Worldgroup Global), Jo Shoesmith (CCO, Campbell Ewald)