• by August 30, 2000

By David Cotriss

DDB Worldwide, one of the world's largest advertising agencies, has announced plans to create a digital services firm by combining its worldwide network of interactive agencies. This will allow the firm to leverage its assets to plan, develop, and market businesses in the digital marketplace.

"With Tribal DDB, we are consolidating management, a business model, and a worldwide structure," said Ken Kaess, President, DDB Worldwide. "More significantly, Tribal DDB will draw upon and expand a culture, philosophy and a global brand born from DDB's unique heritage that focuses on meaningful human insights and the power of creative ideas across all media."

The company will be run on a worldwide basis through an Office of the Chairman structure comprised of Matt Freeman, CEO of North America, Johnny Henriksen, CEO of Europe, and John Zeigler, Director of Digital Strategy, DDB Worldwide. The OOC will be supplemented by the management team of Steven Marrs, President and COO of North America, John Young, Chief Creative Officer of North America and Jason Goodman, President and COO of Europe.

This announcement comes on the heels of DDB's strategy of investing in regionally focused, fast growing digital services firms. These include DDB Digital in the Americas and Asia Pacific, BMP InterAction in the UK, e-scape/Generator in Denmark, DDB Interactive in France, DDB Interactive in Spain and Heye New Media in Germany.

The move will likely bring media buyers and planners together and enable them to share insights about online media. This could result in more effective planning and buying for clients. Headquartered in New York, Tribal DDB includes 21 full service offices spanning 15 countries throughout the Americas, Europe and Asia Pacific. The firm has a worldwide staff of 500.

- David Cotriss cover online media for MediaDailyNews and can be reached at DCotriss@mediapost.com