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Tribal DDB

Tribal DDB Loses ConAgra Business

Sources familiar with the matter confirm that Tribal DDB’s relationship with ConAgra Foods has come to an end. We’ve been told that it was the San Francisco office that specifically handled a piece of the packaged foods giant’s digital business, which was just awarded to the agency earlier this year. Could it have been the creative leadership shift at Tribal SF from a few months back that compelled the brand to make its move, or is this just another case of the folks at ConAgra “constantly evaluating” their needs? Things that make you go hmmmm.

McDonald’s Canada Appoints Tribal as Digital AOR

After a “competitive” eight month review, McDonald’s Canada has picked Tribal DDB as its digital AOR up north. The Mickey D’s business, which includes the usual strategy and creative to web, mobile and social efforts, will primarily be handled out of Tribal’s Toronto office, though Vancouver will be involved as will the agency’s Montreal-based partner, creative agency Bleublancrouge. Seeing as Tribal DDB Canada’s already been involved with the recent national launch of the McCafe (Cossette led the marketing campaign) as well as a retooling of McDonalds.ca, the transition to digital AOR shouldn’t be too difficult. According to the agency itself, the Tribal DDB Canada appointment marks the first time in 11 years that the fast-food giant has partnered with one of DDB Canada’s groups for creative efforts.

Update: Here’s a little bit more from the Tribal camp on the new appointment: “Tribal DDB Canada was named digital AOR after a competitive pitch process involving a small list of short-listed agencies.  Before, there was no one incumbent agency for digital. As McDonald’s increases their digital initiatives they were looking for a digitally-focused agency to work collaboratively with all of their existing agencies.”

 

 

We Hear: So Maybe Tribal Dallas IS Being Absorbed by TracyLocke

Over the course of 24 hours, we’ve received a few tips regarding the relationship between Tribal DDB Dallas and TracyLocke, agencies which both denied any form of absorption back in May. Well friends, it appears that the rumor mill is churning yet again and it’s culminated into our favorite tip of the day: “TribalDDB dallas IS being absorbed into Tracy Locke. Rode in an elevator with Tribal employees who shared that those few who remained are being absorbed into TL and are moving out of Tribal offices into Tracy Locke. They have been told that Tribal Dallas is no more. Yes…agency mouthpieces do apparently lie.”

As due diligence demands, we’ve contacted both parties to see what’s up (they’ve yet to respond) and we’ll let you know when they tell us once again that this is NOT true. Until then, feel free to hum the Dallas theme song if you remember it.

Update: So, sources familiar with the matter tell us that it’s a “natural progression” of how the two agencies have been working and, yes, they do share clients including Pizza Hut and PepsiCo. We’ve been told that the Tribal Dallas name is intact (though directives are basically coming from NY) and this is just a result of of TL and Tribal already working in close proximity, staff and location-wise. There won’t be any cuts made, we’ve been told, by the closer agency cuddling.

Let’s Play the Game of Agency Obfuscation

And now, we introduce your favorite new Friday game that will waste 10 minutes of your time. But, hey, that’s 10 minutes closer to the weekend, right? You’ll thank us in 10 minutes.

This diversion comes from Larissa Hayden, an engagement planner at Tribal DDB, and her co-workers. Developed during her last days at the agency (where to next?), the Agency Obfuscation Game lists 21 word riddles, where players must guess the corresponding ad agency. Por ejemplo, “Fruit Amphibian” would be StrawberryFrog. Easy, yes? Well, how about “bad thing that could happen to a car, and what you do after it,” smart guy?

Play the game here, and feel free to post your score out of 21 or add additional riddles in the comments section. See, advertising nerdery can be fun!

Philips’ ‘Wake-up Light’ Could Make You a Morning Person

Odds are, waking up this morning was no easy task. After all, if the Lord Almighty wanted us to work on Mondays, then why would he schedule NFL games on Sundays? Something doesn’t add up.

As the northern hemisphere runs full-speed towards winter’s shorter days and longer nights, Philips claims it has technology to make grumpy snooze button-pushers into actual “morning people,” and it’s enlisting the help of its agency, Tribal DDB Amsterdam, to create a social campaign for its experimental “Wake-up Light.” Testing for the product began last year in the Norwegian town aptly named Longyearbyen, where a population of a little over 2000 qualifies it for the northernmost settlement in the world (video below). As Longyearbyen is plunged into complete darkness for about four months a year, Philips gave the town’s residents its “Wake-up Light” to simulate natural sunlight. From testers’ reviews, it seems that the light was pretty successful, and Longyearbyen-ers reported a better wake-up experience.

Now, Philips and Tribal DDB are asking volunteers to take the “Wake-up Light” challenge using social media. An app on Philips’ Facebook page not only categorizes what sort of a “morning person” a user is, but it asks willing participants to take place in a 21-day experiment with the Wake-up Light, tracking their progress on an iPhone app that tests alertness, mood and ease of getting out of bed. Philips boasts that the “Wake-app” is “the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies.”

Full results from the study are set to be released in November. If you’re a skeptic and a slow-riser like myself, you have to admit you’re at least a little interested to see if this experiment goes as planned. View the Arctic experiment below and credits after the jump.

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Tribal DDB, Philips Are ‘Obsessed with Sound’

From Tribal DDB Amsterdam and Philips comes the “Obsessed with Sound” campaign, an interactive online experience starring the Grammy-winning Metropole Orchestra. As we’ve seen recently, it can be difficult for an electronics company to demonstrate how they “get” a purer audio experience better than anyone else, with JBL choosing to get endorsements from a wide array of musicians who use its equipment. For Phillips’ line of audio products, Tribal DDB opted to utilize a single musical entity, an entire orchestra, separate it by instrument type, and then break it up by individual musicians.

By following the “Hear Every Detail” tab on Philips’ Facebook page, users are guided to a new window. A camera pans around on the orchestra, and with the click of the button, a user is able to separate one instrument out from the rest of the orchestra and read a short biography of the musician behind the instrument.

As Tribal DDB ECD Chris Baylis explains in a statement, “In music, every single detail matters. It’s about the 2nd violinist, the triangle player, the double bassist, and the producer, all the ‘unheard heroes’. It’s the collaboration that brings brilliance to a piece of music. The challenge of the campaign was to have visitors experience every detail of the audio piece, to highlight each and every nuance of sound.” When we fired up the experience, we were floored by how intricate and astounding the campaign is. It’s work like this that gives often overused (and at times meaningless) words like “interactive” and “digital” depth, and the kind of innovative thinking you’d wish a branded “digital agency” produced all of the time. A standing ovation to Philips, Tribal DDB and, of course, the great talents of the Metropole Orchestra. Credits after the jump.

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Did You Know Tony Cordero Was Out at Tribal DDB SF?

Well, now you know. We’ve received confirmation that Tony Cordero (pictured), who joined as executive creative director at Tribal DDB San Francisco, is no longer with the agency. Cordero split from Tribal’s Chicago office and headed to the network’s Bay Area branch back in December 2008 and subsequently oversaw creative across the agency’s client roster that includes/included Clorox, McAfee and SunPower. During his five-year stint at Tribal DDB’s Windy City locale, Cordero led client work for the likes of Anne Klein, LensCrafters and Nine West.

We’ve been told that Cordero has been replaced by Keith Ciampa, who previously served as a creative director at Goodby and worked on campaigns for Yahoo among others.

We Hear: So Just What is Going On with Tribal DDB/Reebok?

 

It’s been bugging us for days now and even more so due to lack of response from the parties involved. Since Friday, we’ve been receiving several tips that Tribal DDB has lost the Reebok account. If you remember, the agency’s New York office was just named global digital AOR for the apparel/shoe giant in January.

When pressed for comment, the Tribal camp says it wasn’t allowed to offer any outside of official Reebok press releases, so we pinged Reebok’s top corporate communications folks. Guess what, after sending emails and making phone calls, we’ve received zilch in terms of response. Something’s fishy here because a half-dozen tipsters and reliable sources saying the same thing about Tribal DDB and Reebok’s relationship (or lack thereof) has our eyebrows raised. You’d think either the client or agency issuing a simple “not true” would put this issue to bed, but that has yet to happen after three days. We just want to know people, true or false, and then we can go on with our lives.

Update: Forgot to mention, tipsters have been telling us since last Friday that the digital account went to McGarryBowen. We have pinged McGarryBowen twice since Monday and like the others, have heard nil. The saga continues…

 

Tribal NY Makes Some Cuts

Sources familiar with the matter confirm that Tribal DDB New York let go of some staff last Friday, though we’ve been told that the number is less than what tipsters are giving us (around 15). In addition, our sources say that the cuts were not related to any account losses. We’re checking to see what departments were affected, etc. Stay tuned.

Update: Nothing earth-shattering to follow-up with on this except to say that it wasn’t just one department that was affected at Tribal NY, nor were cuts made across all departments.

Update 2: So,  spies are telling us that a number of those let go were about to reach their five -year anniversary, when they would’ve become vested in Omnicom. We’re hearing that among those cut include a creative director, senior art director, an EP and a senior project manager.

The Wheel of Concept Extends into PR World

Following the popularity of Tribal DDB’s Wheel of Concept (over 150,000 professionals reportedly gave it a spin) for digital advertisers who need quick, trendy ideas with instant concept boards to match, the agency is back with a new wheel for PR professionals. The Wheel of Concept: PR Edition will suggest that you tattoo your chosen brand’s logo onto the back of a celebrity, give away free swag with your adorned brand’s logo or send out a herd of young, hip street team members to walk around handing out coupons to strangers. Imagine the fun those young college kids will have sporting a t-shirt with your logo and harassing commuters! Maybe you can even get them to staff your cool new pop-up store at SXSWi.

Hopefully, we won’t have to wait until next summer for the Wheel of Concept: Cannes Edition.

 

 

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