What a brand does is just as important as what a brand says.
This is the key philosophy for Tribal Worldwide Australia which officially re-launched in Sydney last Friday. Phil Dowgierd, managing director, Tribal Worldwide Sydney says, “we are living in the experience economy – a time of unprecedented choice with greater homogeneity than ever before… Consumers are driving this change and business, especially locally, needs to responds quicker to keep up. As a new national offering, we want to brin Australian brands to the forefront of this consumer-driven revolution.”
Dowgierd and Richard Lloyd from MD Tribal Worldwide Melbourne both relocated to Australia earlier this year to work with Tribal Worldwide Australia having each led some of the UK’s leading digital agencies. The two newcomers have identified prime opportunities for Australian brands which will allow them to utilise technology to improve their customers’ experience.
Lloyd explains, “A brands use of technology should aim to be visibly invisible and ultimately be the engine behind the experience provided, as opposed to the experience itself. It allows for interaction, but more than ever technology needs to earn this inherent interaction. Innovating in brand experiences requires a mindset shift in Australia. To not do so is a risky course of action for Australian brands and businesses.”
“The fact is, Australian are some of the fastest adopters of technology in the world, however we are seeing non-Australian companies, such as ASOS and Uber capitalise on this whilst local companies are not effectively doing so. We want to redress that,” adds Dowgierd.
Andrew Little, managing director DDB Australia and soon-to-be CEO has been working closely with Chris Brown, CEO, DDB Group Australia in the evolution of the national Tribal Worldwide offering, bringing in Dowgierd ad Lloyd to drive the new rollout.
Supporting the two recruits from the UK is Darwin Tomlinson, executive creative director, Tribal Worldwide Sydney and Matt Oxley, head of creative technology in Melbourne. Tomlinson has led a number of award-winning digital campaigns including TrackMyMaccas’s. Oxley has just joined the gang from the UK in his current role. Oxley has received various awards including Cannes Lions and Webbys – his most recent project for the Volkswagen GTI demonstrates his ability to mix creativity and technology – the development uses the motion of the car to compose music as you drive.
Tribal Worldwide Australia will be supported by the extensive expertise of the companies global network which comprises 60 office across 42 countries and aims to continue its journey of award-winning innovation since it’s start-up in 2000.