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Digital agency ditches famous DDB name

Tribal's new logoTribal DDB's old logoDigital agency Tribal DDB has distanced itself from its ad agency parent by removing the DDB from its name.

DDB – short for Doyle Dane Bernbach – has been around since 1949 and is one of the world’s best known creative agency brands. It launched digital offering Tribal DDB earlier last decade.

The new name, Tribal Worldwide, is expected to roll out in Asia in July, Campaign Asia-Pacific is reporting.

The rethink comes less than a year after TBWA, DDB’s Omnicom sibling, launched Digital Arts Network, a digital agency which absorbed below-the-line brand Tequila.

In Asia, Tribal is led by Patrick Rona, who is president and also chief digital officer of DDB Group, and vice president Jeff Cheong.

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