Tribal Worldwide restructures

Advertising agency Tribal Worldwide has this week announced a restructure that will see it offer a ‘total experience’ for clients.

The change in structure is designed to help brands win in the experience economy, said Tom Roberts, CEO.

“I believe that businesses should embrace the concept of total experience [TX] and invest in improving it for the benefit of customers, employees and the bottom line. TX takes the principles of great customer experience and applies them across an entire business.”

The restructure includes a new business model based on six core practices which are overseen by Roberts but led by their own practice leads:

• Business consulting, a joint venture with April Strategy; John Vincent, partner
• Data science; Shorful Islam, chief data scientist
• Customer experience (CX); Adam Powers, chief experience officer
• Tech engineering; Andrew Liles, chief technology officer
• Creative & social; Victoria Buchanan, executive creative director and Alexei Edwards, head of social media
• SPARK (innovation); Darren Savage, chief strategy officer.

“Having worked successfully together for over a decade on the Volkswagen business creating blended retailing – an initiative that has seen a significant uplift in ARPU [Average revenue per user] and customer satisfaction – April Strategy already feels part of the Tribal family,” said John Vincent, partner.

“Now, making it official, we are excited to go to market together with this practice and work with other organisations to help them take advantage of emerging opportunities.”