"Applying creativity at scale effectively is our modern day challenge": recently appointed Tribal DDB Amsterdam ECD Mark Chalmers discusses his new role

Mark Chalmers works with art, technology and commerce, creating experiences and developing brands. Previously a partner of Perfect Fools he also co-founded Creative Social with Daniele Fiandaca in 2004, a network central in uniting the industry’s interactive pioneers for shared inspiration and collaboration.

Chalmers has recently been appointed to the role of executive creative director at Tribal DDB Amsterdam overseeing global clients such as Heineken, KLM, WV and C&A. Chalmers is quoted in saying he “likes useful utility or the brilliantly useless” and regularly curates art exhibitions in his garage.

The Drum caught up with Chalmers shortly after his appointment at Tribal DDB Amsterdam to find out more about his new role, why he joined the agency and what he hopes to achieve, and how he remains involved with Creative Social almost a decade on.

What is your brief at Tribal DBB Amsterdam?

I'm adding to the mix working with co ECD's, Joris Kuijpers and Dylan de Backer, on the creative floor, making DDB and Tribal fully integrated. This means we're able to deliver service and product thinking on top of our campaign work.

Why did you choose to join Tribal DDB Amsterdam, what attracted you to the agency?

The hedonistic mix of technical innovation, creativity and large scale business solutions.

There's a lot of creativity in the world but can it be applied at scale, effectively? I would say that's our modern day challenge and DDB & Tribal Amsterdam does it successfully.

What do you hope to achieve while working at the agency?

I hope we can fulfil the product, service integrated mission and enjoy the journey and I have every faith we will.

Just launched is Heineken Ignite, Heineken's first interactive beer bottle (see video above). This is symbolic of both Heineken's and our ambitions in new brand experiences and the product of an intense workshop process. Ideation to prototype in just ten weeks is all documented on the Heineken Ignite Tumblr page.

How involved with Creative Social are you still?

Just off a plane from Creative Social Tokyo actually. Creative Social, nearly ten years old, is both a fluid part of my life and the industry. As a stage for creativity, it's an essential source of inspiration and feedback and we hope to share this as much as possible through our speaking and events.

Next up is Innovation Social, on the 16 May with inspiring speakers and some brilliant insights into how companies and agencies integrate the illusive ‘innovation’ into their business.

If you had to choose one major creative trend or development that you’re looking forward to - what would it be?

We're finally crossing the line from campaigns that say 'look at me' to brand behaviour that is service driven that say 'let me help you'.

Brands have products that are becoming services and services are becoming products. There are no products that aren't brands. It's a brand product service love-in. Let's develop, build and champion the focussed and useful. Take Hailo, Uber, Kayak - service driven products.

Very welcome and very useful. Here's to more.

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