Tribeca Enterprises Names DDB New York as Creative AOR

By Erik Oster Comment

Tribeca Enterprises has appointed DDB New York as its new agency of record without a review, tasking the agency with developing creative campaigns for the Tribeca Film Festival and new partnerships for branded content arm Tribeca Studios, effective immediately.

The appointment follows the arrival of former Droga5 CEO and vice chairman Andrew Essex as CEO of Tribecca Enterprises this past January.

“We awarded the Tribeca business to DDB because of the agency’s renewed emphasis on storytelling and Wendy’s exciting vision for the agency of the present,” Essex said in a statement. “DDB NY is the ideal partner for us: they bring a great legacy as well as a relentless focus on the future.”

“We are really excited and honored to be working with such an iconic business and one that has storytelling at its heart. Andrew and his team are rightly ambitious and passionate about the potential of the Tribeca brand globally; we look forward to partnering with them to create some truly outstanding work,” added DDB New York CEO Chris Brown.

Tribeca Studios has worked with brands including American Express, Dick’s Sporting Goods Films, Prudential and United. Part of the assignment will involve DDB working with the branded content division on expanding globally and developing content for new brands.

“The opportunity to expand the relationship on a global scale is truly compelling,” said DDB North America CEO Wendy Clark. “And we look forward to building on our values in support of the creative arts community. Tribeca Platforms for virtual reality and immersive storytelling as well as their TV program and Talks are areas we hope to expand on and build out in the industry.”

DDB New York’s first work for Tribeca Enterprises is expected to launch for the 15th anniversary edition of the annual Tribeca Film Festival, taking place April 19-30, 2017.

The win is somewhat small as the client spent approximately $253,000 on paid media during the first half of 2016.

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