Tribal Worldwide Asia launches Total Experience™ (TX)

Suite of solutions to drive business transformation

September 28, 2018

Tribal Worldwide Asia today announces the launch of its suite of solutions, Total Experience™ (TX). Designed to help clients innovate and thrive in the experience economy, TX offers specialised and integrated solutions led by best-in-class practitioners and partners across the network in Europe and Asia.

The announcement follows the successful launch of TX by Tribal Worldwide London in Feb 2018. TX combines the strengths of Tribal Worldwide London, Tribal Worldwide Singapore, and data science partner, Stream Intelligence with offices in London, Singapore and Jakarta.

TX builds on Tribal’s success in the region with Equator, its tech innovation hub and centre of excellence in Singapore and Hong Kong. Partnering leading varsities, Equator taps into the potential of post-millennials to create innovation solutions and also groom the next generation of digital practitioners.

Jeff Cheong, President of Tribal Worldwide Asia says, “We want to effect transformative business change in today’s hyper-competitive and consumer-centric world. Total Experience™ not only delivers cutting-edge marketing solutions for our clients, it also fosters a stream of constant innovation.”

“We believe this new TX Consultancy has the unified solutions to create, implement and deliver exceptional business transformation. But of course, we must not forget we are still talking to humans, and that’s where we apply behavioural insights and compelling storytelling to connect with emotions and effect change,” Cheong continued.

“Tribal TX is transformative marketing solutions, from two of our most innovative offices in Europe and Asia,” said Wendy Clark, CEO of DDB Worldwide. “We believe in agile and very smart solutions and TX gives our clients a very powerful edge with their marketing assets. It’s the intersection of creativity, technology and great marketing.”

The TX suite of solutions features six core practices: Business Consulting, Data Science, Customer Experience, Technology Engineering, Creative and Social, and Equator. Each practice is led by a specialist to ensure a holistic approach across brands and businesses.


The six practices and their leads:


Business Consulting | Michael Lung

Michael Lung joins Tribal Worldwide Asia as Head of Business Transformation. Formerly Digital Strategist at Deloitte Digital, he was the key project lead on EDB responsible for envisioning the future work experience. He was also the lead consultant for digital business transformation, design thinking, service innovation, and capability and culture change management solutions for financial services, telecommunications and consumer services sectors across South East Asia.

Data Science | Dr. Shorful Islam

Dr. Shorful Islam is the Co-founder and Managing Director at Stream Intelligence. He specialises in developing data, analytics, CRM and data solutions for leading companies, helping some of the world’s largest companies to build predictive and operational models to drive business success. With his vast experience across customer, transactional, digital and social data and analytics, he has helped companies deliver exceptional business KPIs. With a PhD in Psychology, Dr. Shorful has worked at Wunderman, DDB, ITV, the NHS, and the government sector.

Customer Experience | Pierre Croft

Pierre Croft, Experience Director, leads the UX team to design customer experience integrating with the rest of TX speciality. With 12 years of designing customer-centric experience, Pierre has worked from specialist UX agency Amaze in London and most recently Deloitte Digital. He specialises in process redesign, service design, digital platform and product design and worked on brands like Unilever, Toyota, Microsoft, L’Oreal and Thames Water.

Technology Engineering | Herry Budiyanto

Herry Budiyanto, formerly from Annotate Consulting, is the Head of Technology at Tribal. He consults on and designs front-end, back-end, open source, and enterprise solutions across Adobe Experience Cloud, Sitecore, IBM Watson Marketing, WordPress VIP, mobile native iOS and Android/ Hybrid/ ReactNative, chatbot, AR/VR experience, IoT and on-premise/ cloud infrastructure system administration. Backed by 30 in-house technologists, Tribal Worldwide Singapore is the Asia Hub for delivering enterprise and bespoke digital solutions for regional and global business.

Creative & Social | Benson Toh, Josiah Ng and Benjamin Lee

Creative Director Benson Toh, Head of Film and Content Josiah Ng, and Head of Social Benjamin “Mr Miyagi” Lee provide clients with hyper-personalised, directly quantifiable and agile solutions across all channels. Benjamin helms a dynamic team of new-breed digital/social strategists; they are backed by Benson’s media agnostic creative experience and his team of creative specialists, while award-winning Head of Content Josiah Ng facilitates end-to-end content production that delivers content cycle management. The trio’s integrated creative, social and film service offering has created over 400 films across multiple platforms over the past two years.

Equator | Yak Yih Cheng

Established in 2016, in partnership with Singapore Economic Development Board (EDB), Equator is the centre of excellence for innovation and technology. Equator operates out of Temasek Polytechnic with its unique in-campus satellite office under the leadership of Head of Business Technology Yak Yih Cheng (YC). Equator incubates final year students and various leads from the academic community across diverse faculties to create pre-demand work in partnership with clients including Samsung, Shiseido and Japan National Tourism Organisation. Equator opened its second operation in Hong Kong Polytechnic University (PolyU) and continues to be the testbed for rapid-prototyping.

“Over the last three years, we’ve actively staffed new talent for the six core practices, and seen the results by leveraging marketing technologies like Adobe for Japan’s National Tourism Organisation, Customer Experience and Data Science for Volkswagen, and Technology Engineering and CRM for Samsung. We believe Tribal TX consultancy brings agility and innovation to our business partners,” added Cheong.

Tribal Worldwide’s new Total Experience™ (TX) will roll out across its offices in Hong Kong, Malaysia, Indonesia, Bangkok, Philippines, Vietnam, Japan, Korea and China in the next 12 months.

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