Jeff Cheong Promoted to Vice President of Tribal Worldwide in Asia

April 17th, 2013


Tribal Asia Pacific has today announced that Jeff Cheong has been promoted to the role of Vice President of Tribal Worldwide Asia.

The move represents Tribal’s increasing focus to deliver innovative digital solutions for regional clients such as Unilever, Fonterra, VW, Uniqlo and McDonald’s and also marks Tribal’s ambitions to leverage on the Singapore office as a best practice hub.

Jeff will work closely with Patrick Rona, President of Tribal DDB Asia Pacific and Chief Digital Officer of DDB Group Asia Pacific and key Tribal managers across the region to evolve, grow, and guide the network’s regional specialisms and capabilities.


The Age of Brand Networks

November 13th, 2012

This article was first published in Campaign Asia where we regularly contribute content.

If we look back at the advertising industry over the past 100 years or so, we can see four distinct communication eras: There was the age of information and education (1920-1959) — from the stagnated advertising of the war years, we exploded into the Mad Men era, where consumer magazines were flooded with clever campaigns selling everything from girdles to guns. Next was the age of awareness and seduction (1960-1995) with Wonderbra leading as the originator of titillating tactics to get buyers to purchase its lingerie. The world of marketing then shifted to one of media fragmentation and splintered audiences (1995-to 2011) that saw constant experimentation and fine-grained insight through new engagement metrics.


The Digital Talent Gap

July 27th, 2012

Patrick Rona, president of Tribal DDB Asia Pacific, weighs in on the short supply and consequently very high demand of digital talent in Asia Pacific. This article was first published by CampaignAsia where we contribute content.

Talent:  tal•ent [noun]
1.    A special natural ability or aptitude: a talent for drawing (… or design… or strategic thinking… or user experience architecture).
2.    A capacity for achievement or success; ability: young people of talent.

I’ve been thinking a lot about the word ‘talent’ lately. Before moving to Asia, the digital ‘talent gap’ was the most frequently cited issue that people told me I’d face here. And true enough, since moving here, the lack of people with the specific set of digital skills that I was used to in Europe has been palpable.  ‘Digital strategists’ (is it really a unique skill?), ‘project managers’, ‘creative technologists’, ‘user experience architects’ are all in very short supply and consequently very high demand. Like most of you, I’m sure, we simply can’t find enough of this ‘talent’.

Forget Me Not

March 15th, 2012

We have just launched an instagram-twitter-facebook initiative to raise dementia awareness. Users are encouraged to share their memories of elderly loved ones on instagram or twitter with the hashtag #forgetmenotsg. You can read more about the initiative on Facebook at Check it out and help us to spread the word about this important topic.

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