Darren joined Tribal Worldwide London as Chief Strategy Officer five years ago and runs the account planning, data science, and social department; and the agency’s Innovation Practice called Spark. Darren helped to develop the Total Experience process and the specialist practice model that underpins how Tribal design and deliver effective customer experience that are based on the interrelationships between all human physical and technical touchpoints, the experiences and actions of employees; and the organisational enablers, such as technology and data that supports both. Darren has 27 years of experience working across brand, advertising, digital communications and platforms, innovation, technology and media at agencies such as TBWA, BBH, R/GA, AKQA and DDB. Darren has led the strategy for global advertising campaigns for brands like: PlayStation, Audi, Levi-Strauss, The BBC, Johnnie Walker and The Olympic Games; and helped design new products and services for brands like: Nike, Nokia, FIAT, Telefonica and Louis Vuitton. Outside of Tribal Darren is a visiting lecturer at: the Saïd Business School at the University of Oxford, the Management School at the University of Lancaster and is an advisory board member of the Design School at Ravensbourne University.