yes, its an interesting topic, it has been on my mind as well so thanks for raising it .
Im working at DDB as a junior planner and from the very beginning I tried to take part in Tribal projects too just because I thought this is the only way I can have a 100% overview. (Actually I have a similar “problem” with our media agency. We work totally separately, having meetings only a couple of times a year. Crazy.)
Anyway I agree the ideal set up would be having integrated agencies but changing a structure of long standing is amazingly tough, I can clearly see the barriers at our place. It would require a mindset that (beyond thinking digital) can think integrated based on the problem. Sometimes I see ourselves trying to force fancy social media solutions on the client just to have a Tribal project. (Which is of course understandable too.) On the other hand the DDB creatives, accounts dont feel the need of growing in online topics thus its harder for them to work together with Tribal which makes up frustration which makes it even less fun…Vicious circle.
However they would strongly need each other its just so hard to find the way to really work together.

I work in the DDB Vancouver office and my planning is specifically related to the nature of an account. Primarily its scope. If it’s an integrated account – my favorite and typically the best creative because of its breadth – I set strategy across all divisions including Tribal, our design group and other partner agencies. The strategy and creative concept are singular, all encompassing.

On other accounts, if it’s just “ads” we devise strategy as though it will exist multi-platform. Even a print ad, if we make it great, can become digital. Often by figuring a better way to use the pre-determined medium(s).

The term digital strategist seems more akin to analyst rather than deep strategy and insight development. But that’s just from what I’ve observed.

And tell the poster above I want to know about these pork ribs…mmmm

I always wondered about DDB and Tribal – how do they work together nowadays. i mean, if i’m working on the Tribal side and the campaign calls for, or I have an idea that involves TV / Print – what happens next? Do I get to do it? Do i lose responsibility /credit over it?

Good luck in Amsterdam. There are some amazing pork ribs in Utrecht.

Frankelstache