Naga DDB and Tribal Worldwide Malaysia have merged.
According to a press statement, the move officially signals the agency’s intent to strengthen its ability to deliver to clients a full range of marketing communications services by combining the best of traditional advertising and brand strategy services with sound and comprehensive digital marketing abilities.
The two agencies under its holding company, Foetus International will now be fully integrated in sharing resources, staff as well as a reporting line under Naga DDB CEO, David Mitchell.
Mitchell said: "Naga DDB has over the years built a reputation of best in class Malaysian story-telling and we have been developing our capabilities in the digital space over the last few years. Bringing Tribal into our fold, to work directly with our clients, immediately elevates this capability to a whole new level, allowing us to create a clear intersection of humanity, creativity and technology. We're extremely excited and motivated to push the boundaries with Tribal on board.”
Leading the digital evolution as general manager of Tribal is Lo Wei Tzen. A digital marketing maven, he has risen through the ranks in Naga DDB with his aptitude and appetite for the digital industry. He says, “While Tribal’s strengths in the past have been largely focused on social and web development, this integration with Naga DDB will open up avenues for us to expand our services collectively by upskilling our abilities in influencer marketing and digital activation.”
One of the first initiatives as an integrated agency is the development of a video production studio in partnership with a third party source, aimed at expediting the production of cost effective and fast turnaround video content.
Additionally, Naga DDB-Tribal Worldwide has established a new digital consumer analytics platform. Focused on providing brands with strategic tools that build relationships and understanding with consumers, the platform provides brands with key consumer insights, while measuring metrics such as sentiment, demographics and lifestyles. The add-on-service includes the ability to undertake quick and cost effective surveys online with a minimum reach of 500 individuals at any time.
Foetus Group executive director Kristian Lee said, " Clients are looking for agencies that can deliver end-to-end services with a strong digital focus and we aim to construct and execute campaigns that fully encapsulate the entire consumer ecosystem. It is our intent to provide clients with a product that incorporates brand strategy to campaign conceptualization all the way to the media platforms on which consumers reside. With strong, targeted creative, digitally savvy talent and access to the right media platforms we are confident we will be able to deliver campaigns that achieve their marketing and business objectives”.