Tribes has announced the launch of a creative agency for non-traditional media named ‘1.618 Studios’.
1.618 Studios will create designs and communication for OOH, retail and digital media, including point of sale materials and brand experience centres.
Tribes bills itself as an agency that delivers customer experience across OOH, events, activation, digital and retail. Brands in its fold include Ignite, The Max, Insync and The Tech Company.
Kartik Sharma, Group CEO, Omnicom Media Group, which has been partnering with Tribes for long, said, “Max Pub, a unit of Tribes, has been a great partner to OMG and have delivered some fantastic solutions for our clients. With this new creative agency launch it’s a step in the right direction and I believe it will bring back creativity to the forefront and is the need of the hour. I am sure this new initiative from Tribes will further strengthen Tribes’ offering and we wish them the very best.”
The specialist derives its name from the ‘Golden Ratio’ (phi), a mathematical concept applied to imbue harmony and aesthetic balance into design, informed a company statement. It reinforces the agency’s commitment to strike the perfect balance between aesthetics and function, logic and emotion across its work, it added.
Gour Gupta, Chairman, Tribes Group, said, “Brands want to move beyond using screen grabs of their TVCs with minor adapts for their OOH campaigns because they don’t even break the clutter, let alone enhance brand recall. The true potential of digital billboards and anamorphic hoardings needs to be explored further. We want to help these brands truly connect with their audiences and get their money’s worth in non-traditional spaces.”
1.618 Studios aims to provide clients with insight-backed creatives that influence shopper behaviour by optimally utilising every touchpoint on their in-store journeys, the statement added.
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