Tribal Singapore bolsters technology unit

Tribal Worldwide has appointed Herry Budiyanto as Principal Consultant for Technology and Yak Yih Cheng as Head of Business Technology Consulting in Singapore, bolstering its 50-strong team of business technologists and underlining the group’s ambitious growth plans for Asia.

Over 10 years with DDB, Yih Cheng has worked across business technology, data and CRM, helping clients achieve business growth through digital transformation. Working with the likes of Sony, McDonald’s, Volkswagen, Johnson & Johnson, Unilever and Exxon Mobil, Yih Cheng specialises in converting hard analytical data into actionable insights and delivering results via an improved online customer experience.

Previously from Mirum Singapore (formerly known as XM Asia Pacific), Herry joined Tribal Worldwide in Singapore as a Solutions Consultant in 2015. He has over eight years’ experience working across Cathay Pacific, CIMB Malaysia, Royal Caribbean Asia and Master Card, among others. The seasoned Adobe Experience Cloud specialist led the design and implementation of’s revamp and e-shop launch, marking the first online telecommunications portal in Singapore with full e-commerce capabilities. In his new role, Herry will charter enterprise partnerships and oversee regional training across Adobe, Sitecore and IBM.

“Yak’s business acumen combined with Herry’s technology experience paints a bright future for Tribal Worldwide’s local, regional and global clients,” said Jeff Cheong, President of Tribal Worldwide Asia. “Their combined expertise paves the way for creating bespoke customer experiences built on specific brand and consumer needs.”

Recent new account and project wins as a result of the partnership include business consulting, and enterprise website and maintenance work for Gardens by the BayKeppel LandJapan Tourism Board.

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