Tribal DDB India to leverage network power

By Kapil Ohri , afaqs!, New Delhi | In Digital | September 07, 2009
The agency plans to tap the global experience and knowledge available to it through its worldwide network to offer better solutions to advertisers

Tribal DDB India, the interactive agency of the Mudra Communications Group and a part of Tribal DDB Worldwide, is gearing up to utilise the capabilities of its global network to offer more value to its clients and advertisers.

In an exclusive conversation with afaqs!, Amanda King, president and managing partner, Asia Pacific, Tribal DDB Worldwide, says that one of its biggest strengths is its network spread across the globe.

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She says, "The idea behind sharing of global resources is that a client will be offered to work with much bigger, varied and multiple talent pool, spread across the different parts of the world."

Sandeep Vij, head, DDB India Group, reveals, "Although the utilisation of global resources was happening earlier as well, from now onwards, the agency will accelerate and boost the process of sharing the expertise, experience and knowledge within the network agencies. There will be a higher degree of integration within our network agencies."

Although King emphasises sharing of network resources, she also mentions that the agencies will not ignore the local insights. She says, "Local insight is absolutely important and local agencies have to understand their markets and trends to offer the best solutions to clients."

Vij adds that India is still behind many of the major markets in the world in the digital marketing space and indicates that the agency plans to invest heavily in people and skill sets, apart from sharing resources across the network agencies, to offer more value to advertisers.

It is important to note that recently, Tribal DDB India hired Max Hegerman as president. Earlier, Hegerman was working for TBWA Media Arts Lab in Beijing.

Vij further adds that the agency may hire people who have global exposure, understand technology and analytics and put all these skills together to ideate for brands.

Some of the clients handled by Tribal DDB India include Philips, Wrigley, Volkswagen, LIC, and Idea Cellular.