Media tools is first in the series of initiatives planned by the Tribal DDB after a strategic tie-up with Mudra Communications.

Nirmal D. Menon

Mumbai, March 4

TRIBAL DDB Worldwide, the digital interactive arm of DDB group, plans to introduce around 12 digital media research tools in India as part of its initiative to build-up sustainable competitive strategy.

These media tools is first in series of initiatives planned by the Tribal DDB after announcing a strategic tie-up with Mudra Communications in the digital marketing space. The new entity will be known as Tribal DDB India.

"We have been sharing a common extranet with Mudra, and will soon introduce effective brand tools like Digital Springboard besides other offerings," Mr Matt Freeman, CEO of Tribal DDB Worldwide, told Business Line.

The Digital Springboard is one of the first of the 12 to be introduced in Indian markets, and is a strategic planning tool that registers brand behaviour in interactive space.

Tribal DDB's Indian operations will have access to Tribal DDB Worldwide's tool kit, creative workshops, proprietary research, case studies, training programmes and most importantly, the agency's global clients.

"Our strategic intent is to be present at multiple touch points and be a one-stop solution in interactive marketing for our clients," he said.

"There has been quite a clutter in digital space, and these tools can be tactically used to generate pull strategies and excitement around the medium," said Mr C.V.S. Sharma, General Manager, Digital Branding Solution, a division of Mudra Communications. Mr Sharma will head Tribal DDB India.

(This article was published in the Business Line print edition dated March 5, 2005)
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