Triad among winners of ‘Most Effective Agency of the Year’
Tuesday, 3 March 2015 01:51
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Wins coveted awards for Seylan Bank and Mobitel
Triad, the only winner of The Chillies, Sri Lanka’s creative awards, on three consecutive occasions, was recognised and rewarded at the Effies 2014.
Year after year, Triad has made its mark at the Effie awards, winning recognition for its creative and effective communication. This year too Sri Lanka’s leading communication company is jubilant at its outstanding performance.
The Effie Awards are known by advertisers and agencies globally as the preeminent award in the industry and recognise all forms of marketing communication that contribute to a brand’s success.
Since 1968, winning an Effie has become a global symbol of achievement. Today, the Effie celebrates effectiveness worldwide with the Global Effie, Effie Asia-Pacific, the Euro Effies, the Middle East/North Africa Effies, the North American Effies and more than 40 national Effie programs.
Locally, at Effies 2014, Triad won the coveted Bronze for its Seylan Sure Savings campaign, which positioned the brand as the savings account which offered “sure” benefits.
The creative thinking was that with Seylan Sure one would not have to await benefits that would never be accrued, when with Seylan Sure all benefits due are delivered to all without a draw. This is the competitive advantage of the product. Illustrating this point with a truly local campaign referred to as ‘Mol Gahey Dalulanathuru’, ‘Kalu kaputa sudu vana thuru’, ‘Kukula biththara daana thru’, etc.
The two campaigns for Mobitel were for pre- and post-paid customers and communicated the importance of having adequate data for downloading. Creative executions looked at interesting situations based on reality shows and public transport.
In all of the above campaigns, central ideas were based on strong strategic thinking and local insights. The campaign efficacy was backed by impressive results, which endorsed the efficacy of the campaign and the business solution it provided at a macro level.
Upon its awards triumph, Triad, in a statement, thanked Seylan Bank and Mobitel for their trust in the company and partnership. The team also extended its sincere appreciation to the other clients who worked with it to submit their entries to the Effies 2014. They stated that they looked forward to repeating their success at the 2015 Effies as well.
Triad also congratulated fellow agencies Sarva Integrated, Benchmark Innovation and BBDO, who were also ranked as the most effective agencies of their year, on a tally basis. “Most importantly, we take pride in congratulating and applauding the Gold award-winner of the night, Benchmark Innovation, for their inspirational performance,” Triad’s statement read. Established in 1993, Triad Ltd. diversified its service offering by establishing support services, which together have the unique capacity of offering a complete communication solution to a brand. Building local brands is the agency’s forte and to date they have successfully created a plethora of nation-moving communication campaigns. Local insights form the foundation upon which Triad campaigns are created. These ‘clutter buster’ campaigns support brands in carving out their unique positioning in very dynamic markets.
The most important facet of Triad’s service offering is the fact that the agency becomes an extended member of the client’s team. This allows the agency team to integrate and work very closely with the brand team and ideate award-winning campaign strategies and concepts.
The 130-member Triad team comprises young professionals of multiple disciplines. Each of them contributes their knowledge and skill towards the brand-building process. Believing that ‘Sri Lanka can’, the greatest pride of the team is being recognised and rewarded for excellence in service standards.
