The new company, which will have its headquarters in New York, sees the consolidation of advertising agency DDB Worldwide's digital units. BMP interAction was set up as the new-media arm of ad agency BMP DDB in the UK four years ago.
"A lot of our consultancy projects for clients such as Reuters and Credit Suisse have been pan-European. This is a change that will allow us to properly service the needs of clients with a multinational scope," said Jason Goodman, formerly joint managing director of BMP interAction and now president and chief operating officer for Tribal DDB Europe.
Tribal DDB in London is now headed up by Chris Rayner as sole managing director, while Alison Swaby assumes the role of general manager and associate director.
Tribal DDB has also announced a joint venture with direct marketing giant Rapp Collins. "We'll look at ways to share tools and resources to benefit both companies," said Goodman. "We're looking at growth through acquisition and have two companies on the table," he added, one of which is understood to be a German new-media company.
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