Triad, Sri Lanka’s path-breaking indigenous agency celebrates 22 years of creative ingenuity today and marks the occasion by reflecting on a journey that has transformed the advertising landscape of the country.
In 1993, when Triad joined the local advertising ranks, the industry was dominated by multinational giants, who were in fact offshore agencies of Madison Avenue counterparts. Their prime focus was on building international brands in Sri Lanka. Triad entered the highly competitive industry to fill a void – to offer local brands an opportunity to challenge their multinational competitors by partnering with Triad for professional marketing input.
The entry of Triad thus hailed a sea-change in the parameters of the ad industry and with it, the communication landscape of the country. In the ensuring years, Triad’s trademark offering ‘local insights’ became the buzz word; local thinking, local nuances, and the vernacular became fashionable; most importantly, patriotic marketing became noticed for its strong and unique proposition. ‘Proud to be Sri Lankan’ became a shared motto amongst the new breed of upwardly mobile Sri Lanka entrepreneurs.
Triad’s trailblazing ways did not go unnoticed: the agency won the industry’s main awards, The Chillies, on three consecutive occasions - the only agency to hold this prestigious accolade - which positioned Triad as the most awarded agency of the time. Pitting their best creative talent at international award shows, the Triad team also succeeded in winning metal at AdFest, Singapore Outdoor Awards and a finalist’s recognition at Cannes.
The true inspiration behind Triad’s journey has been its own people, fondly known as Triad API. Started by three likeminded individuals committed to contribute their best talents to uplift the country and create wealth for the nation, Triad today has grown to 130 people who share in the very same corporate vision.
A new generation of young professionals has joined the company to maintain the agency’s ‘ever youthful’ credo. Over the years, key management responsibilities have been passed down to younger hands, to guide the company to its newer future.
The one overarching belief that takes pride of place within the hearts of every Triad team member is to make a positive difference in the communities they work with, through integrated campaigns. Instilled in every Triad API member is a strong work ethic, and the value of transparency and good governance. Each stakeholder that has forged a professional relationship with the company would vouch for this stature.
One of the most important aspects of the company’s growth has been the creation of a unique API culture which believes in the goodness of humanity and the desire to channel energies to create ideas that can transform lives for the better. The Triad culture lives on in the hearts and minds of API members whether they are still at the company or have moved on – a testament to a journey well-travelled and a job well done.
The Triad team today extended a heartfelt thank you to all its stakeholders who have supported the company’s growth and the many clients and suppliers who have over the years forged friendships and become extended members of the API culture. Triad’s appreciation of its supporters included ‘Friends and well-wishers from fellow agencies and the community who have steadfastly believed in the excellence and goodness that Triad propagates.’