Target Marketing spoke with Richard M. Guest, President, North America of Tribal Worldwide, a global creative agency with offices in 42 countries across the globe and headquartered in New York.
What makes you famous?
Tribal is a digital-centric communications agency focused on connecting modern businesses to 21st century consumers. Our network of 60-plus offices is a global, creative community united by our shared passions for advertising and technology.
Our clients and our people combine to make Tribal famous. Here are a few of their accolades: In January 2008, Tribal was the first digital agency to be named Ad Age’s Global Agency Network of the Year. In January of 2012, Tribal became only the 14th agency to be inducted into the FWA (Favorite Website Awards) prestigious Hall of Fame. And, in May of 2013, Tribal was named the Webby Awards Agency of the Year. In between, Tribal created iconic work, like Philip’s Shave Everywhere, Philip’s Carousel, “Our Food Your Questions” for McDonald’s, as well as Heineken’s Ignite bottle and adidas’ Nitrocharge Your Game.
What are the most important trends you see in interactive advertising today?
Wow. That’s a real BHAG-type question! [Ed Note: BHAG = Big Hairy Audacious Goal] The fragmentation of standards across media properties — especially social platforms’ video standards — and the targeting opportunities offered by Big Data are requiring advertisers and agencies to produce infinitely more content while budgets remain flat, at best. The winners in this new paradigm will be those who capitalize on the democratization of video production technologies and the improvement of dynamic creative technologies in creative ways — while still making original and insightful content — in order to maximize their spend.
What’s been your biggest hit of the past year?
We’re not one-hit wonders! In the past year, we’ve done a lot of work that we are very proud of, including DXM Labworks for the Consumer Healthcare Products Association, #HowToDad for Cheerios and KLM’s Lost and Found.
What’s your most important takeaway for marketers?
If you’re not changing, you’re dying. Marketing now moves at the speed of technology. This requires a thread of our strategy to be more innovative and nimble.