Tribal DDB dropping 'DDB' from name; change will roll out in Asia by June

The rebranding, which started with the agency's headquarters in New York in March, is aimed at presenting the digital agency as one with greater focus on creative technology.

It's understood that as general digital work is now part and parcel of sister agency DDB Worldwide's offering, Tribal is keen to position itself higher up the value chain. 

"We wanted to fine-tune Tribal’s role and positioning within the DDB Worldwide Communications Group," explained Patrick Rona, president of Asia-Pacific, Tribal Worldwide and chief digital officer of DDB Group Asia.

Tribal, he explained, provides clients with an "intimate, boutique-like experience" focusing on digitally native brand experiences. DDB, on the other hand, offers clients the advantages of a global creative network that is focused on 'social creativity', he said. 

The two agencies will continue to work closely together on "the same basis that we always have", Rona said.