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overuse of ‘easing’ in Flash, reading<br />
debates about whether intrusive<br />
formats work or not. We have<br />
to all consciously move on from<br />
these things.”<br />
In fact Clapp isn’t all that<br />
inspired by what he sees going<br />
on in the digital world in the UK.<br />
“The un<strong>com</strong>fortable truth is that<br />
the work that’s really exciting<br />
us is <strong>com</strong>ing out of the US at<br />
the moment. Crispin, Porter and<br />
Bogusky’s work for BK and Mini<br />
– the way their whole campaigns<br />
are built around a single thought,<br />
often expressed through a digital<br />
hub, is changing advertising. Even<br />
in logistical terms, it’s incredible.<br />
We worship their obese US asses.”<br />
Perhaps the most exciting<br />
thing about the UK at the moment<br />
is: “seeing the influence of the<br />
Internet permeate culture as<br />
a whole,” he says.<br />
Internet virgins<br />
Tribal’s clients are sophisticated<br />
users of the Web. They are not<br />
internet virgins by any means,<br />
says Buchanan: “Tribal have longterm<br />
client relationships. We are<br />
not a novelty to them and neither<br />
is the Internet.<br />
“Experienced and discerning<br />
advertisers such as Volkswagen<br />
or The Guardian expect much<br />
more from agencies, and we<br />
work closely together all the<br />
THE SAD TRUTH<br />
IS THAT THE<br />
WORK THAT’S<br />
REALLY EXCITING<br />
US IS COMING<br />
OUT THE UNITED<br />
STATES. WE<br />
WORSHIP THEIR<br />
OBESE US ASSES<br />
BEN CLAPP<br />
Behind the wheel<br />
Tribal’s work for VW allows users to<br />
interactively find out about the car in<br />
microscopic detail. Users can also<br />
configure the car online. The <strong>com</strong>pany’s<br />
work for Marmite was lighter of heart,<br />
but equally creative.<br />
way through projects.<br />
“We have a new generation<br />
at Tribal which has <strong>com</strong>e through<br />
the ranks,” says Clapp.<br />
“A new MD, a new creative<br />
director and a new head of<br />
planning. We now have a far<br />
more honest, intelligent set-up<br />
and spend more time planning<br />
creatively and technically. We<br />
have evolved into a full service<br />
agency, growing off into specialist<br />
areas in advertising such as<br />
Web sites, ECRM, video, 3D,<br />
and interactive TV.”<br />
Award winning<br />
Being part of Tribal DDB Worldwide<br />
has helped. The DDB network<br />
d 59
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