Tribal Worldwide : advertising & marketing assignments

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Tribal Worldwide is the digital division of DDB worldwide, now for the most part closely integrated with the main global creative network. In some countries the two have even merged under the banner of DDB Tribal. That makes it one of the biggest digital networks by global footprint, either via its own branded outposts or through DDB. As a result Tribal is one of the comparatively few interactive brands offering a complete worldwide service, and this helped Tribal win a clutch of globe-spanning clients including McDonalds, Pepsi and Philips. In Germany the agency was even named as local lead for traditional advertising as well as digital by communications giant Deutsche Telekom. AdAge estimated global revenues of $201m in 2017. The main DDB network's interactive operations were first consolidated in 1998 when its US offices were rebranded as DDB Digital. However this left a large portfolio of other affiliated businesses worldwide, which had either been acquired by local agencies or spun out of them. In 2000, all of these were united under the umbrella brand Tribal DDB. The DDB tag was later dropped for those units not operating directly alongside the local DDB outpost. Global CEO Paul Gunning left the agency in 2013 to head DDB's Chicago office and was not directly replaced. Instead, the business is coordinated by a triumvirate of regional presidents: Richard Guest (North America), Alistair Beattie (EMEA) and Jeff Cheong (Asia Pacific).

Capsule checked 3rd April 2018

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