The On-Demand Creative Response

September 17th, 2012

Tribal DDB Worldwide CEO Paul Gunning gave a keynote presentation this week at DMexco, a conference in Cologne, Germany that brings together some of the most innovative leaders in marketing, media and the creative industry. Paul’s presentation, titled “The On-Demand Creative Response” dove into how social media and mobile marketing have collided, providing marketers with a massive amount of data and insights, though marketers have yet to figure out how to best use this trove of information.


The Inconvenient Mention in Social Media

May 7th, 2012

Tribal DDB Asia Pacific’s Brandon Cheung explores the inconvenient mentions about your brand in social media and how they can no longer be ignored. This article was first published by ClickZ where we contribute content.

Everyone has one. It’s the one thing you don’t want to admit. You’ve tried to fix it but it won’t go away. Or perhaps you haven’t tried hard enough.

It’s the inconvenient truth about your business that you don’t really want to talk about. When confronted about it directly, you’ve learned to diplomatically dodge the topic. Or you leave it to another department to “deal with” because it’s not your problem. In some cases, you spend a lot of time and effort to create an elaborate distraction hoping that your customers won’t focus on that undesirable aspect of your business.


How J.C. Penney is Changing the Retail Model

April 10th, 2012

This article was first published by where we contribute content.

The retail world continues to change at a fast pace into something where brick and mortar stores no longer stand independently of digital, mobile and social technologies. Retailers are losing sales, as consumers utilize mobile devices and social networks while they are physically in their store to seek advice, reference product information and online reviews through their social networks, and, in turn, purchase products online or even at other stores.  Online retailers, like Amazon and Zappos, are taking advantage of this and luring consumers away from more traditional retailers.


Chirp Clock

March 22nd, 2012

Chirp Clock is a project that uses the social media activity on Twitter to tell the time.

Its creator, Mike Bodge, was inspired when he realised that “nearly every second, a user on Twitter tweets about what time it is.”

The site works by data mining for tweets that contain the correct current time and displaying them in a live feed.

This app is more than just a clock – it’s a window into the hundreds of micro-stories unfolding every second, all across the world.

Check it out here:

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Forget Mad Men – Now Is The Golden Era For Advertising

March 22nd, 2012

This article was first published on the FastCompany Expert Blog where we contribute content.

Often times when people ask me what I do for a living and I tell them I work in advertising, they ask, “Don’t you wish you got to be an ad man in the golden era, like on Mad Men?” I usually smile and respond with “What makes you think the golden era was forty years ago? We are living in the golden era right now–the most exciting and unpredictable time in marketing history.” We are witnessing a complete social transformation. The entire industry has been flipped on its head.


Innovating the Supply Chain With Social Principles

March 5th, 2012

Tribal DDB Asia Pacific’s Brandon Cheung explores the broader business opportunity of the social web movement. This blog post was first published at ClickZAsia where we regularly contribute content.

We talk a lot about the opportunity for social media to transcend the world of advertising and PR into a broader business context. In the industry, we’ve coined the term social business just to frame the value of social behavior and technology beyond the media itself. But more often than not, social business doesn’t pass the elevator pitch test. People don’t fully grasp the concept. We’re still stuck in a cloud of buzzwords like “viral video,” “buzz marketing,” and “influencer outreach.” And while I love a good viral video campaign as much as anyone else, I think we’re missing the bigger business opportunity of the social web movement.

At the heart of every business is a strategic supply chain setup, and this is where the most critical business value can be gained, or lost. Using the analogy of a casino, your supply chain is at the high stakes poker table, and your Facebook fan page is at the slot machines by the front door. Think about where you’re playing most of your chips. So while social media has primarily been defined as a buzz marketing tool, it’s time we start considering how it can take on a bigger role to support, protect, and improve your existing supply chain setup. The business case for social supply chains has arrived.


Social Shopping Will Steer Companies to Rethink Digital Footprint

February 14th, 2012

This article was first published by ClickZAsia where we contribute content.

Brandon Cheung from Tribal DDB says clients will have to rethink how they will establish their digital footprint because the stakes are so big for firms to set up commerce in social networks such as Facebook and Google Plus.

He also points out that companies such as KLM Airlines and Heinz Soup have started to integrate their businesses around the customers’ social graph.


Welcome to the Real-Time Revolution

January 19th, 2012

This article was first published in Google’s Think Quarterly Magazine where guest columnist Paul Gunning, CEO of Tribal DDB Worldwide, extols the virtues of marketing at speed. Welcome to the real-time revolution.

Real-time marketing is set to dominate almost every facet of our industry. Consumers are not only moving quickly across platforms (between MySpace, Facebook, and Google+), but on to new devices with startling speed (think one million iPhone 4Ss sold in a single day). It’s now imperative to find methods to connect with consumers in real-time, and that means we need to invent ways of doing our jobs faster than ever.

It’s obvious today that our goals of yesteryear were somewhat linear: Utilizing research; coming up with insights on behavior that we could leverage with a solid strategy; showcasing the concept with award-winning creative; and parsing the results a quarter or two after the campaign ended.


Cross-Platform Conversation Boosts Event TV

April 14th, 2011

This article was originally published at, where we contribute content.

Television today is in a unique predicament. Viewership is aging as today’s youth gravitates towards more participatory media. According to the Wall Street Journal, the average age of prime-time viewers hit 51 this year. “TV is dead!” some may exclaim, yet watching TV remains the third most common activity in the developed world. Nielsen recently found that Americans watched over 143 hours a month in the second quarter of 2010. It appears that the medium is simply at a crossroads.

Online conversation is having a positive effect on event TV. During Super Bowl XLV, Twitter tracked “tweets per second,” or TPS, to measure engagement around the game. Chatter peaked at an all-time sports record of 4,064 TPS. Even for an everyday series like Glee, the back channel conversation is present. When on-air, Twitter traffic increases 30-fold until the show is over. It turns out that TV’s secret sauce is its ability to gather hundreds of thousands or millions of people for a shared experience.