Omnicom's Tribal DDB unit Thursday unveiled a new social media offering dubbed, Tribal DDB Radar, which will serve as the agency's eighth "center of excellence."
Tribal DDB chief Paul Gunning said Radar would be overseen by a council of the agency's best social media "passionistas," and that the council would be headed by Milla Stolte, director of engagement planning in the agency's New York office.
The agency said Radar would function as more than a research and listening post for Tribal DDB clients, and that its approach is "rooted in anthropology," and specifically in analyzing how the "culture of technologically enabled human communities around the Internet to drive insights" for brands.
Details of Radar's methodology were not disclosed, but the agency said it has struck a deal with Visible Technologies, and that its truCAST products would play a role in that.
I can see it now. The Tribal DDB hierarchy is holding court when when suddenly war drums are heard in the distance: Says chief Paul Gunning: "I don't like the sound of those drums." To which his trusted guide Milla Stolte replies: "Well it's not their regular drummer."
Anybody who buys this snake oil deserves exactly what they get.