NEWSLETTER #01 May 2013 View website version
Welcome

Hello and a very warm welcome
to our first Tribe Global e-newsletter.


Tribe Global is a brand new type of agency network. We describe ourselves as a boutique network of agencies as we believe this captures our values and vision. We are the coming together of like-minded people who believe in doing business the right way. We believe in collaboration and sharing, we believe in working together to provide a more personal and intimate service to our clients and of course we believe in creativity and big ideas to help give our clients a genuine competitive edge.

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In this issue

First annual network meeting in Mexico
The Mexican Ad market
TG Case Study: Steam @ The Dutch Ministry of Defence
TG Agency Focus: The Holla Agency (Australia)
TG Job Focus: Jane Hazelhurst @ BJL
First annual network meeting in Mexico
Last October was an important month for Tribe Global; we had our first annual meeting in sunny Mexico City!

The purpose of this meeting, which will take place every year in a different part of the world (this year, Bilbao), is: to review the strategy of the network, to adjust the new business model, to see what our partners have been doing, get to know their case studies, and to share valuable information that would help us grow (as individual agencies and as a network) in today's changing world economy.

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Mexican advertising market
Mexico's ad market. Where to start?

Let's start by providing some context: almost 60% of the whole advertising budget of the country is spent on TV. This may not sound that much, but we have to remember there are only two major networks that cover the whole country, and one of them has more than 75% of the audience, and most of the advertising budget. This means that Televisa (this network) plays a huge role in the Mexican TV market.

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TG Case Study: Steam @ The Dutch Ministry of Defence
Last year the European tender for the labour market communications for the Dutch armed forces was won by Steam in Amsterdam.

The tender related to the recruitment for all four armed forces. A novelty, because in the past, the four forces did their own recruitment campaigns. From last year, the Royal Netherlands Navy, Army, Air Force and Marechaussee (military police) are presented together in a single overarching campaign. The intake of young servicemen and women through the Safety and Craftsmanship regional training centre programme and the 'responsibility of Defence' campaign are also part of the assignment.

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TG Agency Focus: The Holla Agency (Australia)
Hello, we're The Holla Agency

We're one of the newest kids in the Tribe, so it's a privilege to be asked to tell our story. Being an Australian based ad agency and in the communications sector, I thought I'd kick off the piece with a few expressions that are generally used in Australia. For starters, we are a nation of great name shorteners, referring to ourselves as Aussies. We especially do this with people's names, for example David would become a more friendly Dave or Davo.

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TG Job Focus: Jane Hazelhurst @ BJL
Who am I?
Jane Hazelhurst. I work in the Planning and Insight team at BJL.

My route into advertising
Although I ultimately chose a career in Planning, my route into advertising was a creative one – studying Advertising Design at university. This gave me a well-rounded view of the numerous roles within an agency, and a trip to New York to visit a handful of the top agencies cemented my view that planning was the path for me. A creative background, however, has given me valuable insight into, and empathy with a creative's perspective.

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To find out more about Tribe Global,
please contact me on i.wright@tribeglobal.net
or give me a call on +44 7968 39 38 76
Tribe Global
Headquarter
Generaal Vetterstraat 76
1059 BW Amsterdam
The Netherlands