NEW YORK, Feb. 11 /PRNewswire/ -- Tribal DDB Worldwide Chief Executive Officer Paul Gunning announced today the launch of Tribal DDB Radar, the agency's social media Center of Excellence. Tribal DDB Radar provides clients with a strategically oriented approach to defining and capitalizing on marketing opportunities in the social media space. It is the agency's eighth Center of Excellence. "In addition to providing best-in-class digital marketing solutions to our clients, we now formally offer a social media solution that embraces the space with rigor and reason," Gunning said. "We have seen an explosion of tools that measure the quantitative aspects of social media, but few companies have embraced the strategic and creative requirements in parallel. That combined with the opportunity to use it not just as a communication channel but also as a research channel is why we are so excited about the process that underlies Tribal DDB Radar." Tribal DDB client Erin O'Malia Gehan, Director of SOYJOY at Pharmavite, added, "As brands become more niche and media outlets become more splintered, the need to deliver highly personalized, targeted products and messages is compounding at an astounding rate. Nowhere does this apply more than in conversations around food, health and wellness. In working with Tribal DDB, we are shifting our focus to listening first. The focus group is no longer indoors, behind a one-way mirror; it's online, across a myriad of blogs, forums, tweetups and Facebook groups. To the extent companies can listen effectively to the collective dialogue online, their success will be measured not in impressions, but in long-term, personal engagement with their brand and their products." Fundamentally, Tribal DDB Radar believes that to succeed in the social space, a brand must do more than measure the number of posts and percentage of positive sentiment. Instead, Tribal DDB Radar's approach is rooted in anthropology, with a focus on studying the culture of technologically enabled human communities around the Internet to drive insights. These insights help brands participate in the conversation by bridging gaps within the community, as well as the technical platform that enables the community. Gunning has named a council of cross-functional teams of social media passionistas from across the Tribal DDB US network to lead the charge. The council will be led by Milla Stolte, Director of Engagement Planning, in the agency's New York office. Additionally, the Tribal DDB US network is pleased to announce that it has reached a strategic alliance and preferred partnership with Visible Technologies that will give the agency and its clients specialized access to truCAST products. ABOUT TRIBAL DDB WORLDWIDE Tribal DDB Worldwide, http://www.tribalddb.com/, an Advertising Age A-List agency, is headquartered in New York and includes 56 offices spanning 36 countries throughout the Americas, Europe and Asia-Pacific region. The first digital agency to win the Grand Prix in Film (for Philips "Cinema 21:9") at the International Advertising Festival at Cannes in 2009, Tribal DDB was also the first digital agency to ever win Global Agency Network of the Year from Advertising Age in 2007. In 2005 Tribal DDB was named Interactive Agency of the Year by Adweek and the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. Tribal DDB Worldwide is part of Omnicom Group's (NYSE:OMC) DDB Worldwide. DATASOURCE: Tribal DDB CONTACT: Cathy Carl, +1-206-287-7130 w, or +1-206-261-2365 m, ; or Pat Sloan, +1-212-412-2109 w, Web Site: http://www.tribalddb.com/

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