DDB Worldwide Integrates Interactive Properties into Tribal DDB

Ad agency giant DDB Worldwide has combined its international network of interactive agencies, in an effort to bring together its assets and create a worldwide Internet professional services firm called Tribal DDB.

The New York City-based digital company is comprised of DDB Digital in the Americas and Asia Pacific, BMP InterAction in the UK, e-scape/Generator in Denmark, DDB Interactive in France, DDB Interactive in Spain and Heye Media in Germany.

At the same time as its being formed, Tribal DDB formed a joint venture with direct marketing firm Rapp Collins, which will add to the new firm’s customer relationship management capabilities.

“With Tribal DDB, we are consolidating management, a business model and a worldwide structure,” said Ken Kaess, president of DDB Worldwide, in a statement.

“More significantly, Tribal DDB will draw upon and expand a culture, philosophy and a global brand born from DDB’s unique heritage that focuses on meaningful human insights and the power of creative ideas across all media to deliver better results. Understanding human nature is key within the digital environment where everything a brand or business does interacts with customers.”

Since the new company is a compilation of all the DDB Worldwide digital firms, it will offer a full array of Web development and consulting services including e-commerce services, writing business models, and creating online marketing strategies. Tribal DDB will also create media packages like banner ads, superstitials, and create campaigns designed to boost click-through rates.

The company will be run on through an Office of the Chairman structure comprised of Matt Freeman, chief executive officer of North America, Johnny Henriksen, CEO of Europe, and John Zeigler, director of digital strategy, DDB Worldwide. The OOC will be supplemented by the management team of Steven Marrs, president and COO of North America, John Young, chief creative officer of North America and Jason Goodman, president and chief operating officer of Europe.

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