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Volkswagen Group hands Tribal Worldwide Singapore digital account

Volkswagen Group Singapore has appointed Tribal Worldwide Singapore after a pitch process. This win marks a homecoming victory for Tribal as VW returns to the fold. Tribal was responsible for VW’s digital marketing duties from 2010 to 2013.

This partnership will see Tribal Worldwide spearheading brand campaigns as well as retail marketing programmes for all business divisions, including new and used car units. The agency will also take charge of developing integrated communication plans, spanning ATL, digital, social, mobile and CRM.

This brings to life the ethos behind the series of T-Divisions that offer best-in-class solutions in tech innovation, with a combination of Tribal (integrated communications and tech innovation), TracyLocke (shopper marketing), and the recently launched Tango5 (social impact).

This appointment of Tribal Worldwide Singapore by VW adds to the DDB Group relationship with Volkswagen worldwide.

On the digital front, Tribal Worldwide’s technology team will focus on enhancing Volkswagen’s portal using Adobe Experience Manager and leverage cross-channel analytics to drive lead generation. This data-driven digital transformation places customer experience at its core, informed by the right data points and supported by optimised business processes.

Jamie Lee, general manager of marketing and communications at Volkswagen Group Singapore said: “We thank all agencies for their insightful proposals in preparation for the challenging economy this year. Tribal Worldwide’s proposal in particular went beyond our advertising needs as it was geared towards efficiency and smart targeting to help us with tracking and optimising sales performance. They stood out as a co-marketing partner for us especially with their divisions for data and shopper marketing.”

Joshua Lee, managing partner of Tribal Worldwide added: “We’ve come back stronger and better with a new generation of data and technology practitioners to enhance the path to purchase, brand loyalty and customer engagement. I also anticipate our team working closely with the sales team for conversions.”

Chuck Brymer, DDB Worldwide CEO said: “This is a tremendous win for us because we share the same DNA with VW. The strong alliance with our global offices allows the Singapore market to stay in pole position working with the best teams.”

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