School Reports 2018: 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

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.

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.




5 6 7

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 key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question


*indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation