Triad, Sri Lanka’s path-breaking indigenous communications company, was featured among 14 other independent agencies from around the world in the 2016 edition of ‘The World’s Leading Independent Agencies,’ a magazine published by Campaign from the Haymarket Media Group, UK, on behalf of ‘thenetworkone,’ the world’s leading network of independent advertising agencies.
Triad was featured among many powerhouses in the global advertising industry such as Brand Portal, Italy; Group One, Poland; Red Brick Road, England; Famous Innovations, India and King James, South Africa to name a few. This year’s issue portrays an agency sector facing several challenges with new technology coming to the forefront, big data playing a key role and rapid changes taking place, creating an environment full of possibilities but rife with uncertainty.
The magazine showcases Triad as a 23 year old agency that has taken on multinational giants that have dominated the industry and challenged the conventional means of advertising. The agency’s calling card was described as its ability to mine local insights and think in the vernacular – expertise that has been acquired by purposefully building a team that is truly representative of a cross section of the country and by encouraging free expression through the removal of organisational hierarchies, which was radical for its time.
Among Triad’s defining work have been several national level initiatives that have helped redefine the course of Sri Lanka, including key image building campaigns for the country and security forces in the periods immediately before and after Sri Lanka’s three decade long war. Triad’s trailblazing ways have won it several local and international accolades, making it one of the most awarded marcom agencies in the country. The Group’s entrepreneurial spirit and believing in the ethos ‘Sri Lanka Can’ has led to the company looking beyond advertising and into building its own big brands by investing in several key growth sectors such as media, tourism and leisure and even taking over the country’s oldest diversified conglomerate.
Another key feature of the company’s growth has been the introduction of its unique ‘Api’ culture that is practiced every day, an ethos that transcends mere profit making and believes in the goodness of people combined with a genuine desire to funnel creative energies towards developing ideas that can transform lives positively. Triad operates in an open and free work environment that encourages healthy doses of eccentricity coupled with reasonable levels of merrymaking. This culture lives in the hearts of all employees, past and current, a testament to its value and effectiveness.
