Lankan brands go global with Triad

Triad moved one step closer to realising its dream to take Sri Lankan brands to the global marketplace, today, as it formalised an affiliation with the world's largest network of independent specialist agencies; thenetworkone.

"For us, this is by far one of the most important milestones in our short but eventful history", said Jt. Managing Director of Triad Varuni Amunugama Fernando, "Our intention has always been to grow and nurture local brands to withstand and battle with multinational giants on an equal footing here in the local marketplace.

However, more recently we have understood the criticality of taking Sri Lanka to the global marketplace, and hence our affiliation with thenetworkone is the result of careful planning aimed at making this a reality", she said.

Thenetworkone has working agreements with 270 of the world's leading independent agencies in 64 countries serving 90 markets as well as best-in-class international specialists in research, translation, television and print production, talent negotiation, media management, econometric modelling, CRM, design, public relations and affinity marketing.

Based in London, United Kingdom, thenetworkone was launched in 2003 and has since then successfully custom-built international agency networks for marketing clients and "lead" agencies.

Speaking on the tie-up between thenetworkone and Triad President of thenetworkone Julian Boulding spoke on their choice of Triad as an affiliate in Sri Lanka. "We always seek out agencies which have a sound track record as consistent achievers, those who are independent and have an entrepreneurial character.

I am happy that Triad has delivered on all these counts and we are convinced that an agency with a vision such as theirs will always deliver not only exceptional work and creativity but also exceptional commitment".

"In terms of our expectations from this collaboration, I see great potential to deliver value to our existing marketing client base as well as prominent Sri Lankan brands for which we can and will open new doors of opportunity in the global marketplace," he said.

Triad's affiliation with thenetworkone is viewed by the agency as a prospect to interact with likeminded agencies around the world, thereby facilitating the exchange of ideas, expertise and insights across cross-cultural boundaries.

However, unlike in a conventional multinational relationship, the agency's affiliation with thenetworkone will in no way dilute its identity and processes as the relationship is limited to that of a working relationship.

Joint Managing Director and Strategist of this young and radical agency Dilith Jayaweera outlined why this step, is indeed, a fundamental step towards strengthening the agency's somewhat controversial battle cry "Sri Lanka Can!" "We have always believed in the capability of Sri Lanka", he said.

In fact at Triad our entire business concept has revolved around the need to assist and protect local brands. Now we feel the time is right for us to take this further by creating a platform for our brands to reach international consumers.

With our affiliation with thenetworkone we are confident that we can tap their strengths - for example, custom-built specialist agencies to suit the specific needs of our clients as opposed to changing the client's needs to fit the agency's capabilities - to create Sri Lankan brands that are winners in the global arena. As such, we are truly proud to be 'the global local', he said.

Triad was twice adjudged Sri Lanka's number one agency at the Chillies Advertising Awards 2006 and 2007.