DDB's Tribal Worldwide expands TX to Asia

Tribal Worldwide Asia today launches Total Experience (TX), a set of marketing solutions designed to help clients succeed in the 'experience economy'.

TX was first introduced by the agency's London branch in February, when chief executive Tom Roberts described it as "the next evolution of customer experience". 

TX will now combine the strengths of Tribal's London and Singapore offices with those of Stream Intelligence, a data consultancy firm that also operates from Jakarta as well as the other two cities. TX will roll out across Tribal's offices in Hong Kong, Malaysia, Indonesia, Thailand, the Philippines, Japan, Korea and China over the next 12 months. 

DDB global CEO Wendy Clark told Campaign Asia-Pacific at Spikes Asia this week that launching in London and Singapore was "critically important" for Tribal TX because they are two of the agency's strongest locations. 

"What [Tribal TX] takes is really some of those core skill sets and capabilities we’re seeing emerging in the marketplace that our clients are asking for more and more that they want us to combine: business consulting, data science, customer experience, creative talent and in this market [Singapore] we have the benefit of our tech hub, Equator, that is also part of that. So you bring that holistic capability together in the view of a total experience."

Equator is Tribal's programme for innovation and technology, consisting of two 'centres of excellence' established in 2016 in Singapore's Temasek Polytechnic and the Hong Kong Polytechnic University. The programme, which Clark describes as a "vital opportunity here locally", sees final year students and academic staff create work for clients including Samsung and Shiseido.

Jeff Cheong, president of Tribal Worldwide Asia, said Tribal TX will apply "behavioural insights and compelling storytelling" to connect with human emotions and "create, implement and deliver exceptional business transformation".

The six core practices offered within TX—Business consulting, Data science, customer experience, technology engineering, creative and social and Equator—will each be headed by a specialist.