Tribal Worldwide London

Meet the interactive agency that’s recently repositioned itself as a leader in ‘total experience’

You’ve heard of UX: user experience. You’ve probably heard of XD: experience design, also known as UXD or UED. But you probably aren’t overly familiar with TX. Unless, that is, you work for Tribal Worldwide.

The global network of interactive agencies – established in 2000 when the advertising company DDB integrated all its digitally focused properties under the Tribal brand – underwent a major restructure in 2018. This was entitled TX or ‘total experience’ and the idea was that it covered employee experience as well as customer experience.

We spoke to (l-r) Adam Powers, chief experience officer; Victoria Buchanan, executive creative director; and Matt Payne, technical director; of Tribal Worldwide London to find out more.

You describe yourself as ‘the total experience agency’. What exactly does that mean?

AP: It’s our belief that sustainable growth and commercial success for our clients comes from consideration of both the customer experience and the employee experience. The coordinated design of these is then empowered by the creative use of technology and strategic development of organisational enablers: the strategy, processes and procedures that shape how a business works operationally.

Tribal practices, and ultimately our brilliant people, enable us to deliver against these four pillars: CX, EX, tech and business strategy, which creates growth and opportunity.

How important is data in all of this?