Tribal DDB's new CEO dishes on how to break down organizational silos and build an agency that is productive, profitable and -- above all -- personal.

Consistently ranked among the world's top-10 interactive agencies, Tribal DDB Worldwide boasts a client roster that reads like a who's who in leading advertisers: Pepsi, Johnson & Johnson, McDonald's, Visa, Philips... the list goes on. Operating as an independent division of Omnicom Group’s DDB Worldwide, the agency is at the forefront of online marketing's continued evolution across multiple digital channels.

Paul Gunning

In June, Paul Gunning stepped into the role of CEO of Tribal DDB Worldwide. Prior to his promotion, Gunning held multiple executive-level titles at the agency, including -- most recently -- president of Tribal DDB East. In this exclusive interview with iMedia, Gunning discusses his approach to leading an integrated agency that encourages independent and innovative thinking. He also tells us why marketers who are obsessed with rooting out the next great digital frontier need to change their way of thinking.

iMedia: What advice do you have for an interactive agency working within a larger consolidated agency?

Paul Gunning: Patience and flexibility. Despite all of the progress in our industry and the seemingly infinite press coverage, mainline agencies are still adapting to the impact and presence of the interactive field. Adding further pressure is the constant innovation we have been able to achieve. So just when they thought they had a handle on the interactive process with online ads, the explosion of widgets and gadgets occurs.

We need to show patience and help the process. Flexibility is crucial because not all clients buy agency services the same way. Despite the constant chatter about integration, clients still purchase services independently, and we need to respect that. To accomplish this in a manner that benefits the clients and still allows us to run efficient businesses requires maximum flexibility.

iMedia: How do you work with DDB Worldwide to bring the brands it represents into the interactive space?

Gunning: Very few brands are left that need to be "brought in." In fact, I can't think of one that does not have some sort of interactive effort occurring at this time. That said, the spirit of the question is likely in developing a further depth of practice in the interactive channels. Simple -- in a way. We are incredibly focused on consumers' behavior, and if we are where the consumers are, our clients win, whether that be gaming, social media or some other area.

iMedia: What are some ways to minimize silos within an international agency? How do you ensure that all of Tribal DDB's offices share knowledge and expertise to maximize the impact of their efforts?

Gunning: We have an extremely open and conversational culture that breaks down silos. Knowledge sharing can be challenging simply as a result of the pace and scale of innovation. To help the process, we use a variety of tools that you might expect: blogs, wikis, intranets, social tagging, etc. But above all, we hold global meetings twice a year, and they carry the most weight and benefit. There is not a knowledge sharing system that can compare to what is learned by simply spending a few days with your counterparts. The fact that we genuinely enjoy each other helps too!

iMedia: What are the keys to building a global brand, one that is recognized in multiple countries and that sends a consistent message?

Gunning: This company was built from, and as a result is deeply rooted in, an incredibly passionate philosophy of what it means to be a tribe. And this is something that radiates throughout the ranks. As a result you have an army of some of the most talented, brave, relentless, passionate and smart people who buy into and foster building and continuing this thing called Tribal DDB. When you build an organization that is rooted in team and tribe versus ego, it organically builds out stronger and more powerful than the others in the game.

iMedia: What's your favorite interactive campaign produced by Tribal DDB in the eight years you've been there?

Gunning: You are asking me to choose a favorite child, and as a parent, I know better. So instead, I offer you some of our most successful campaigns. The Monopoly Live program in London was astounding. It was a full experience using websites, online advertising, mobile and GPS. The Philips Bodygroom out of New York was not only hilarious, but the sales results were legendary. The currently running Cheer for China campaign is producing excellent results and galvanizing an entire populace.

iMedia: How has Tribal DDB evolved in its management and communication style since 2000?

Like the digital world itself, we have learned to let things happen organically. We do not manage from the center. Our people are extremely talented and know the digital space, their clients and their local cultures better than senior management ever could. Given that, we let them run their businesses as they see fit. This then fosters a culture of empowerment and personal investment in the success of the company, and in turn leads to higher productivity.

iMedia: You came in right as the bubble burst. How has the game changed since then?

Gunning: "How hasn't it changed?" is probably the better question. There is not one piece of this business that has not had a complete overhaul as a result of the dot bomb. It is a cliché to say, but looking back we are thankful that period happened. We are now far more consumer centric in our end product. We are vastly more integrated into the entire marcom functions of the clients. We are smarter, faster, more efficient and more results driven than ever before. And that only reflects the business aspects that have remained intact. Think of all the innovation: search, social media, video, analytics, gaming, mobile, etc.

iMedia: What are you paying attention to? What platform or innovation do you think will mix up the digital space?

Gunning: Ah, what's the next shiny thing? We get this a lot, and the truth is, it's the wrong thing to be focused on. (Also, no one really knows.) Instead, Tribal is tracking 33 consumer behaviors that range from the macro to the micro. Within these behaviors, we are looking for the aperture to where it makes the most sense to play our clients' brands. We believe the intersection of a brand's value and consumer behavior is where we will uncover insights.  We take that approach versus chasing the next shiny thing. That said, Wii Baseball has changed the evening rituals with my sons and me.

Lori Luechtefeld is editor of iMedia Connection. Questions for this interview were compiled by former iMedia managing editor Emma Brownell.