Omnicom rolls out Tribal for Shanghai

The new operation will be led by Diane Jim, former chief of Shanghai interactive agency Energy Source, who will report to Tribal DDB Greater China president and Asia-Pacific new business development director, Adam Good.

Tribal Shanghai will partner with all Omnicom agencies for digital marketing services, according to Good.

"It's been difficult for us to service China from (Hong Kong) and, also, Omnicom is expanding in China, which makes the opening of Tribal Shanghai necessary," Good said.

"In China, we felt it was important to set this up as Tribal, not Tribal DDB, as we won't be seen as just DDB's interactive agency, but will also work directly with clients and other Omnicom agencies." Tribal Shanghai will offer interactive services, CRM, interactive support for events and PR, as well as provide digital services for Tribal offices in Europe and North America. "Interactive is growing but fragmented in China. We want to offer the best in class for mobile, media, gaming, health, search optimisation," added Good.

"China has good skills when it comes to Flash, front-end creative, and will be able to act as a hub for in-sourcing of work, which will enable cost savings. Ultimately, the launch of Tribal Shanghai will allow more synergy with marketing companies in the group."