Author Archives: Adam Good

12.17.06
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Zhong Hua Campaign: The freshness you can see

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It’s been a busy time in China as Tribal DDB Shanghai gains momentum. We have picked up two Unilever brand assignments, Lipton (more on this later) and also working in Zhong Hua toothpaste.

The main objective for Zhong Hua is to deliver an attractive communication about the new product format “gel in gel”, the “Fresh Core Cool Blue”. 

We are using the Valentine’s season as a platform to build a word of mouth device around “Freshness you can see”, modernizing and uplifting Zhonghua Brand Image at the same time.

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We have based the concept on when you are chasing a girlfriend, if you get close to her within 10cm, you can successfully get a kiss (if your lucky that is).

At that moment, your freshness’ breathe and your healthy teeth are the most critical things. Zhoughua prepare them for you, helping you get close-up with others.

Combining love and freshness together, the tagline came naturally: “Get close within 10 CM freshly; there is no distance about love”. To support the campaign we used Netease, the famous Chinese portal as a partner and we built an online competition to encourage people to upload their creative ideas about how to get close to their lovers and asking for love. People could upload video, picture and copy to express their fresh love.

12.08.06
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ADMA: Dig Into Digital

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TALK: Hands-on tools, tips and insights

The association’s role as the voice of the digital marketing industry is inseparable from the concerns that face everyone working in our industry today. This site provides a gateway to information and resources designed to answer those concerns and help promote the role of digital marketing as a key activity within the total marketing mix.

As the industry develops, ADMA aims to establish itself as a pillar of the industry, committed long term to driving the mediums growth and sophistication and provides focus and leadership for all sectors of the industry.

7th December, 2006

Cliftons
33rd Floor,
9 Queens Road
Central Hong Kong

More Details of the Event

12.02.06
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World AIDS Day ‘Protected ‘ campaign from Tribal DDB India

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World AIDS Day
Client: MTV India

The poor cursor gets protected and its user gets aware of the importance of condoms. What else can one ask for on the occasion of World’s AIDS Day?

Synopsis:
Promoting the cause of AIDS on the web is no easy task. AIDS has emerged as one of the biggest killer worldwide. A fact that perhaps every Tom Dick and Hari is aware of. In spite of that the use of condoms is pitiably low in India. A fact we wanted to change.
What was common between AIDS and the web is protection. Web users are always cautious and require assurance that a site is ‘protected’ before they enter it. This triggered a sudden thought in our minds. What would happen if websites refused entry into their pages without a condom? The answer was that thousands of surfers would get protected and talk about protection.
So on the occasion of World AIDS Day we designed a banner for MTV India that appeared before site launched. The banner asked users to choose a condom for their cursor. They were given a wide choice of condoms and 10 seconds of time. If they could not make a choice by then, the cursor was given a default condom to ‘wear’. The message was clear. No condom. No entry.

Response:
The promo definitely created a buzz around cyber town. There were postings on blogs, networking sites were scrapping about it, links were forwarded and by the end of day we had close 50,000 people getting protected online

UPDATED POST
June 16th, 2007 10:12 PM

Tribal DDB India has over the last two years been extremely salient at the awards – winner at AAAI and Abby in India, the Asia Pacific Ad Fest, and finalist status at the One Show and at Cannes and also a two-time winner at the Webbys.

It was a proud moment for Tribal DDB India when the team opened at the Cannes Lions International Advertising Festival 2007 for the Cannes Lions Daily to find their name as the only one from India in the Cyber Shortlist’s.

The entry is titled ‘Protected Entry’ in the category Charity, Public Health & Safety, Public Awareness.

“We had a few, well-chosen entries this year, but we knew had some strong contenders among them. This one for MTV particularly startles with the sheer simplicity of the idea,” says Leroy Alvares, Country Head, Tribal DDB India.

“Every shortlist reaffirms our belief that our grooming of our young talent to strive for global standards is working and is well on track. As a jury member at the One Show and the Clio’s this year, I could see that we had work of high international quality,” adds Meera Sharath Chandra, National Creative Director, Mudra Marketing Services (of which Tribal DDB India is an important SBU).

“This entry has already proved itself as a finalist at the One Show and as a People’s Choice Award winner at the Webbys. We knew we were in with a very good chance,” says R Lakshminarayanan, CEO Mudra Marketing Services.
11.18.06
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McDonald’s Australia: 2006 Recognition and Awards

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McDonald’s Australia recognise their responsibility to help customers enjoy their food as part of a balanced diet. Tribal DDB Sydney developed a new corporate website in early 2006 to extend the media reach and deliver a relevant and rewarding brand experience that reflects the spirit and values of McDonald’s. Our objective was to develop a web presence to help customers make informed food choices. The website contains nutritional breakdowns of our entire regular menu as well as some important facts about the McDonald’s food.

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During the year we have gone on and won the following local and international awards for the web site. Congratulations to the Tribal DDB / McDonald’s team.

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AME
2006 Finalist Brand Web Site		 Clio Awards
2006 Finalist Fresh Approach		 D&AD Awards
2006 Finalist		 FAB Awards
2006 Winner. The Retailers
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Australian Interactive Multimedia Industry Association
2005 Finalist in ‘Best Corporate or B2B’		 Golden Award Montreux
2006 Gold Medal Winner: Brand Promotion		 New York Festivals
2006 Finalist: Corporate Image/Information		 Web Awards
2006 Winner: Restaurant Standard of Excellence
10.21.06
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AdTech Shanghai: TALK: The Evolving Chinese Consumer Landscape

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The Chinese Family Balancing Act

• Today’s Chinese families struggle with creating the perfect equilibrium between traditional family values and the modern world.

• They make it a point to often focus on health and low-tech activities to counterbalance the demands of being “always on.”

• In China 63% of parents believe their children don’t spend enough time outdoors. In the US is 34%.

• Online activities pursued as a family may include sharing photos, listening to music, playing games, instant messaging with common friends or relatives, or watching video.

• Of Chinese respondents, 59% watch streaming video online (vs. 25% globally), and 39% compete in online games (vs. 8% globally).

• Marketers need to be sensitive to representing alternate family scenarios and learn how to best reach and engage with different family types.

• Marketers need to better understand household decision making and where appropriate employ behavioral targeting to reach key constituents.

• One critical trend on Chinese families is the element of the “openness” of parents to input from their children and desire to have open communication.

• One of the reasons that more Chinese people are feeling closer to their families is their increased ability to stay in touch. This has an impact on big ticket buying decisions.

• Marketers should offer products which help improve personal efficiency or focus on relaxation to tap in to the desire for equilibrium.

08.25.06
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Innovative Integrated Marketing Conference: TALK: Awareness, Response, Loyalty, Volkswagen Integrated Case Study


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Etching Your Brand To Thrive amidst Myriad Communications

21-22 August 2006, Swissotel Merchant Court, Singapore
24-25 August 2006, JWMArriott Hotel, Kuala Lumper, Malaysia

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• Integrated advertising is about providing consumers with complete brand experiences that generate demand from awareness to purchase to loyalty.

• The role of integrated marketing is to …….

• Educate customers

• Provide detailed information on the Volkswagen range

• Create rewarding brand experiences

• Information sharing

• Generate sales

• Create a long-term love for Volkswagen

• ……throughout the Customer Life Cycle.

07.21.06
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iMat Conference: TALK: Building a Voice for your Brand Engaging your customer in dialogue through online communities and digital platforms.

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Friday 21st July, 2006

“Interactive Marketing and Advertising Trends”

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Some highlights to the talk;

  • The notion that consumers consume and producers produce is dying….
  • “The most basic change has been a shift in the role of the consumer – from isolated to connected from unaware to informed, from passive to active…. increasingly, consumers engage in the process of both defining and creating value”
  • Create a Brand Experience, Not an Impression
    • Leverage Interactivity
    • Pull the consumer in, get them to ‘lean forward’ and participate
    • Think about the length of the experience, the quality of the interaction, not just the number of consumers ‘reached’
01.25.06
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Tribal DDB Worldwide Named Interactive Agency of the Year by Adweek Magazine

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Tribal DDB Worldwide has been recognized as the Interactive Agency of the Year for 2005 by Adweek magazine. Read article here

This prestigious honor comes on the heels of a great 2005 in which the offices of Tribal DDB took home the most Lions, the Cyber Grand Prix, and the Interactive Agency of the Year award at the International Advertising Festival in Cannes.

The more than 75 award shows that Tribal DDB triumphed in over the course of the year also included the One Show, the London International Advertising Awards, the Clios and the Effies. In addition, Tribal DDB’s work for Pepsi garnered “Best Marketing Web Site of the Year” from Advertising Age. At the local level, the Australia and Canada offices were both named Interactive Agency of the Year.

“Tribal’s success is driven by a truly wonderful group of clients. The partnerships we have developed around the world with clients like Pepsi, McDonald’s, Philips, Volkswagen and others have fostered great work and great results for both their businesses and ours,” said Matt Freeman, global chief executive officer of Tribal DDB.

Adweek’s Interactive Agency of the Year award recognizes not only breakthrough creativity in the interactive space but also an agency’s ability to connect with users in a way that adds value in exchange for their time. The award also evaluates management strength, creativity, strategy and technology. 

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As Adweek reported, “In nearly every respect-revenue growth, breakthrough creative and blue-chip clients-Tribal DDB stood out.  The shop has long made the IQ list of top agencies (ranked by revenue), but this year its growth outpaced most of its peers.”

Beyond this, Adweek noted, “Tribal exemplified the maturity of digital marketing, showing throughout its global network the kind of innovative, idea-driven programs unique to interactive. The advantage of Tribal DDB’s global network lies in taking the lessons from efforts like Monopoly Live and transferring them to other markets and clients.”  

01.18.06
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PRESS RELEASE: Tribal DDB Appoints Asia Pacific New Business Development Director/President Greater China

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New York, January 18, 2006— Adam Good, 36, currently Managing Director of Tribal DDB Australia, has been appointed Asia Pacific New Business Development Director and President of Tribal DDB Greater China, effective February 1, 2006.

In his new position based in Hong Kong, Mr. Good will be responsible for establishing a stronger interactive presence in Greater China with particular focus on Hong Kong, Shanghai and Taiwan. He also will be responsible for Tribal DDB Asia Pacific interactive business development for the world’s sixth-largest Interactive agency network.

In light of growing client demand for interactive marketing support, and the rapid pace of technological development in Greater China, Mr. Good aims to strengthen the interactive product offering across the Asia region. "Moving to Hong Kong and working in the Greater China region offers plenty of challenges and mountains to climb. The market is moving so fast, and as such I’m excited to embrace Asia’s contrasting colors and fast moving advertising environment. I’m excited about where Asia, especially China, is regarding their exposure to media and digital communication. The next couple of years should see some wonderful developments in how brands can develop engaging interactions with consumers," he said.

Matt Freeman, CEO, Tribal DDB Worldwide, said, "Asia is a significant part of Tribal’s growth strategy and Adam is the ideal leader for the region. We will look for Adam to build on the success he has already demonstrated in turning Tribal Australia into the ‘Agency of the Year’ and to help lead our multinational clients’ efforts throughout the region."

Mr. Good has more than 15 years’ experience in digital and multimedia communications. A film and television graduate, he began his career in the Australian film and television and entertainment industry before assuming roles at Microsoft Network Australia as Entertainment Producer, and then Newscorp as Executive Producer of News Interactive.

He joined DDB Australia in 1999 and in early 2000, he set up the Tribal DDB Sydney agency and subsequently the Tribal DDB Melbourne operation in March 2003. Tribal DDB Australia is the leading interactive agency in Australia, winning more new business, effectiveness and creative awards than any other Australian interactive agency over the past two years. Tribal DDB Australia currently holds both the AdNews and, more recently, the B&T Interactive Agency of the Year award titles.

ABOUT TRIBAL DDB

Tribal DDB Worldwide (www.tribalddb.com) is a full-service interactive agency that consistently ranks as one of the largest and most award-winning networks in the world. Headquartered in New York, Tribal DDB Worldwide includes 31 offices spanning 19 countries throughout the Americas, Europe and Asia Pacific. The firm’s multinational clients include American Airlines, ExxonMobil, ING, Johnson & Johnson, McDonald’s, Microsoft, PepsiCo, and Volkswagen. Tribal DDB Worldwide is part of Omnicom Group’s (NYSE: OMC) DDB Worldwide.