After Chris Baylis announced to swap Tribal DDB Amsterdam for London, it must have been a difficult task to find a worthy replacement. After all, Baylis helped Tribal to its growth and international fame with the multi-awarded work for Philips and KLM. But with Mark Chalmers on board as the new ECD, DDB and Tribal seems to be in good hands again. Chalmers will be creatively leading the agencies together with Joris Kuijpers and Dylan de Backer. Chalmers was previously Creative Partner at Perfect Fools and co-founded Creative Social with Daniele Fiandaca in 2004. Just as Baylis Chalmers is keen to make truly creative advertising: “Creativity is the only significant business driver today. It is no longer restricted to communications; creativity must be an inherent part of a brand’s offering. Through creativity these guys have consistently delivered results at scale.” Word.