Tribal hires Colin Jowell as chief strategy officer

DDB Group’s experience design agency Tribal has hired its first chief strategy officer, Colin Jowell.

Jowell’s appointment comes as a result of Tribal experiencing 67% growth in the past 12 months, under the leadership of managing director Davy Rennie.

Rennie was placed into the role from his previous position at fellow DDB agency Interbrand in 2019, tasked with bringing the Australian shop up to the same standard as its London and New York counterparts.

The agency now consists of 45 staff nationally and added new clients Coles, Kmart and News Corp to its roster. This year the agency will be rolling out its ‘Total Experience’ model, bringing together five practices which can operate independently or collaboratively: customer experience, spark innovation, technical engineering, create, and business consultancy.

Colin Jowell and Davy Rennie

“I’ve been a long time admirer of the DDB group – their work, their talented people and most importantly, their culture. Tribal has been behind some of the best recent  examples of brands that not only deliver their promise through customer experience, but deliver exceptional commercial results for their clients,” Jowell said.

“To join an agency as they are expanding their already impressive track record of growth, creativity and impact is incredibly exciting.”

Jowell joins from KPMG where he was part of the firm’s customer brand and marketing advisory. Jowell joined the consultancy after following its 2013 acquisition of UDKU, an innovation agency he co-founded with Mark Timmins and Kon Marinis.

UDKU launched Airtasker in Australia in its first major campaign and pioneered work in brand-led customer experience design.

Prior to UKDU, Jowell spent a number of years as the head of strategy at M&C Saatchi in South Africa, Malaysia and Australia.

Rennie said Jowell’s experience will be crucial for the launch of Total Experience this year.

“Colin brings a wealth of brand and experience knowledge, and will be the key to unlocking Total Experience in Australia and the Asia Pacific,” Rennie said.


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