The 2023 edition of the iconic IMPACT 50 Most Influential Women 2023 Awards has been announced. These awards recognise and acknowledge the immense contribution, inspiring leadership and remarkable body of work done by trail-blazing women achievers from the Advertising, Media and Marketing worlds.

The specialist brand derives its name from the 'Golden Ratio,' a mathematical concept applied to imbue harmony and aesthetic balance into design. It reinforces the agency’s commitment to strike the perfect balance between aesthetics and function, logic and emotion across its work, the company stated in a press release.

The logo itself adheres to this ratio, serving as the perfect visual representation of everything the agency stands for. The vibrant, contemporary design draws inspiration from the geometrical representation of the ratio, incorporating lines and circles to form its numbers. The bright blue decimal point has been borrowed from the Tribes logo, subtly hinting towards the agency’s origins, it added.

1.618 Studios is a first-of-its-kind non-traditional creative agency that works with brands to craft bespoke designs and communication for OOH, retail and digital media, the company stated.

The agency offers a variety of services ranging from outdoor to digital design solutions. To help brands immerse customers into their worlds, 1.618 Studios also conceptualises and designs brand experience centres, it added.

The agency aims to provide clients with insight-backed creatives that influence shopper behaviour by optimally utilising every touchpoint on their in-store journeys. It believes that its urgency-inducing, conversion-driven communication paired with compelling design can make any product fly off the shelves, the company stated in a press release.

Disruption through tech innovation will be one of its focus areas, especially for OOH and shopper spaces. The objective of 1.618 Studios is to evolve with technology, to consistently create meaningful and impactful experiences for brands and their customers, it added.

Speaking about the new offering,kartik-sharma, group chief executive officer, said, “With this new creative agency launch it’s a step in the right direction and I believe it will bring back creativity to the forefront and is the need of the hour. I am sure this new initiative from Tribes will further strengthen Tribes' offering and we wish them the very best.”

Gour-gupta, chairman of Tribes Group , said, “Brands want to move beyond using screen grabs of their TVCs with minor adapts for their OOH campaigns because they don’t even break the clutter, let alone enhance brand recall. The true potential of digital billboards and anamorphic hoardings needs to be explored further. We want to help these brands truly connect with their audiences and get their money’s worth in non-traditional spaces.”