School Reports 2018
[Extended edition]
Tribal Worldwide London

Tribal Worldwide London

Type of agency & ownership:  Digital agency, owned by Omnicom
Nielsen billings 2017: n/s
Declared income: n/s*
Total accounts at year end: 21
Accounts won: 4 (biggest: Wren Kitchens)
Accounts lost: 0
Number of staff: 158 (-10%)
Key personnel: Tom Roberts, chief executive; Victoria Buchanan, executive creative director; David Balko, chief creative officer; Adam Powers, chief experience officer; Darren Savage, chief strategy officer
Star player: Sally Boulton, head of talent

Year in review

Tribal Worldwide seems to be in the process of wrenching itself out from under Adam & Eve/DDB’s shadow and into a new space.

In April 2017, the agency promoted Tom Roberts, managing director of nine years, to chief executive. It also hired Darren Savage from Publicis London, where he was planning partner, and boosted its leadership team with internal promotions.

However, and despite its claims of growth, Tribal’s staff headcount has dropped from 176 in 2016 to 158 last year.

All this change was so it could start 2018 with a declaration that it was now a "total experience" agency, geared up to challenge the consultancies. How that will shape the year ahead remains to be seen.

Performance-wise, the agency claims to have achieved its sixth year of continuous growth, with revenues up by 5%.

Clients won include Wren Kitchens and Skoda. The latter adds to the work Tribal does for the Volkswagen Group, after winning the remit to handle a long-term digital roadmap plan for Volkswagen.

The agency is skilled at taking on smaller projects and turning the business into larger digital transformation work. Besides VW, Tribal also took a website redesign for Wren and turned it into an "everything" account, incorporating the company’s expansion strategy into its social presence and creating a TV ad for Boxing Day.

Campaign looks forward to seeing what Tribal’s new strategy and organisational structure will bring it in the year ahead.

Agency's Year In A Tweet

"2017 has been a huge year for us. New exec hires, big new biz wins and some choice awards. 2018 promises to be even bigger. #WatchThisSpace"


Score this year: 5
Score last year: 6
How the agency scores itself: 7
Management strength: 7
Creativity: 6
Innovation: 6
New business: 7
Diversity: 6

Business performance and accounts

Gross income

Latest: n/s
Previous: n/s
Change: n/s

Operating profit

Latest: n/s
Previous: n/s
Change: n/s

List of total accounts

Volkswagen UK

Exxon Mobil





Carte D’Or



Volkswagen Commercial Vehicles

O2 UK (Telefónica UK)

O2 Business (Telefónica UK)


Government Procurement Services

Fitness First

Adidas Originals

Babcock International


Wren Kitchens

CMC Markets

VIA Outlets

Top three spending accounts:

Volkswagen Passenger Cars (n/s)

ExxonMobil (n/s)

Wren Kitchens (n/s)

Number of retained accounts: 5
Number of accounts that are projects: 16
Biggest win: Wren Kitchens (n/s)
Biggest loss: No losses



Haymarket award wins