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| Sunday, 13 March 2005 |
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Triad Ads dazzles at 2005 SLIM ad awards The Sri Lanka Institute of Marketing-SLIM Advertising Awards, 2005, the highest event in Sri Lanka's advertising calendar concluded last week. A feature of the event was that Triad Advertising (Triad) which is just 12 years in existence came a long way to clinch the third position at the event. This is more evident, considering that in 2002, Triad had won none of the SLIM awards. In 2003 Triad took away a silver trophy, and in 2004-six awards. The 2005 tally of 21 awards is phenomenal. The 2005 awards won included the second highest number of golds, including the best television ad of the year. The breakdown made up nine gold awards, eight silver and four bronze awards. Among the winning brands Triad campaigned for are Kevilton, Hutch, Emerald, Paracetol, NSB, LML, Double A, Union Bank, HomerunPas, Hayleys, Alfa Romeo, Sri Lanka Insurance Minimuthu and Ranaviru Sevana. Billing-wise, Triad claims it is among the first five agencies. Staff-strength-wise, too it counts among the first five, according to joint managing director, Dilith Jayaweera. Triad is a 100 percent Sri Lankan ad agency and stuck its head out high among multinational ad agencies to secure third position. This shows that Sri Lankans have what it takes to compete at the highest level while edging out multinationals who have many more years of advertising behind them and an international bank of expertise to draw from, executive director, Rohan Rajaratnam drew attention to. When Triad began in 1993 by two lawyers, one of its aims was to bolster local brands to meet the challenges faced by internationally known brands. Today, that phenomenon has been achieved, with Triad immersed in the local consumer psyche, Jayaweera said. Triad is also the only ad agency that has backward integration, including independent ancillary companies comprising presses, offset printing, outdoor, photograph and AV production gainfully employing over 160 people. Another feature of Triad is that its team of 60 professionals had not changed since its inception, going contrary to the norm of ad people changing jobs frequently, joint managing director, Varuni Amunugama Fernando said. Triad had proved that though internationally election advertising is accepted to be a very difficult and compelling task, it had achieved such expertise, as was evident at the 2004 election campaign. While the now opposition parties engaged five multinational companies to handle its campaigns, the UPFA depended solely on the local ad agency, Triad. The results are startling and Triad says that the UPFA was one of its best clients-giving clear briefs and allowing the ad agency to do the job. |
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