Speaking about this accomplishment Sarva Amaresekere, COO of Triad said, “We at Triad are committed to make a mark as a Sri Lankan agency on a global platform, which is why we have continued to create insightful ideas which have the capability of competing with the world’s best for creative excellence. We believe Sri Lanka is hungry for its place on the global network of creative hothouses and we stand committed to lead the movement towards achieving this objective.

Hermes Creative Awards is a USA based international competition for creative professionals involved in the concept, writing and design of traditional materials and programs, and emerging technologies. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies, web based innovators and freelancers. Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals. The Association oversees awards and recognition programs, provides judges and sets standards for excellence.

For Triad, this win is the latest in numerous prestigious local and international advertising industry awards that they have received over the years - including being adjudged best agency for three consecutive years at Chillies, Triad also boasts of being the first ever Grand Prix agency in 2009, and winning the most number of metals at the Effie Awards held the same year.  Internationally they also won the first metal at AdFest in 2008 and this year produced a finalist at Cannes Lions Advertising Festival, together with Silver medalists at the Young Spikes Asia Competition held in Singapore and won a bronze at the Singapore Outdoor Advertising Awards – all, which further strengthen their credo of “Sri Lanka Can”. Triad now stands more confident and stronger than ever to meet the challenges of 2010, retaining its leadership and offering brand centric, consumer driven, locally relevant communication ideas. Priding itself as the ‘first in the industry’ to explore and innovate with new media, Triad will continue to set industry standards by introducing novel communication ideas through evolving media.

Chillie Awards began in 2006 when the advertising industry collectively decided that in order to recognize outstanding creative communication, Sri Lanka needed an awards show based on an international platform - thus leading to agencies moving away from the popular annual awards show organised by the Sri Lanka Institute of Marketing – the SLIM awards.

The Triad Team did Sri Lanka proud yet again when they won a Bronze at the 8th Singapore Outdoor Advertising Award (SOAA) Show held last week - making it another first in the history of advertising in Sri Lanka. Triad clinched this award in recognition of its campaign work for Sisil s “Chill-In” regional bus branding ambient – which, according to the judges was an outstanding and effective creative execution that made a strong out-of-home marketing medium.

Triad s creative idea was based on the insight that in a tropical country such as Sri Lanka, any pedestrian would opt to travel in an air-conditioned bus to gain momentary refuge from the heat. Based on this insight, the team worked to brand these bus doors to depict a Sisil refrigerator door, and thereby promote the ‘cooling’ experience that the refrigerator offers. Sarva Amaresekere, COO of Triad, said of the agency’s achievement, “The SOAA is among the leading creative shows in the region, and this award win is testament to Triad’s passion, energy and strive to delivering innovative, creative and effective advertising. We have discovered that the outdoor medium is a growing avenue for creativity and innovation – it forces creatives to grab attention, telegraph their messages, and entertain amidst clutter. The Triad Team did all these with single minded creativity to communicate a simple idea effectively using a local insight. We are extremely proud about winning this award, and we also congratulate our client Singer Sri Lanka who has provided the opportunity and support for our work, with whom we happily share this success.”

The Singapore Outdoor Advertising Awards, now in its 8th year, has grown into a premier event for the outdoor medium, attracting entries from all around the region. Practically every major agency and media buying specialist enters the show each year. SOAA is recognized as one of the leading creative shows in the region. It is organized by AdAsia and supported by the top outdoor media owners as well as professional organisations such as the Institute of Advertising Singapore and the Designers Association Singapore.

For Triad, this win is the latest in numerous prestigious local and international advertising industry awards that they have received over the years - including being adjudged best agency for three consecutive years at Chillies, Triad also boasts of being the first ever Grand Prix agency in 2009, and winning the most number of metals at the Effie Awards held the same year.  In addition, at an international level, they also won the first metal at AdFest in 2008 and this year produced a finalist at Cannes Lions Advertising Festival, together with Silver medalists at the Young Spikes Asia Competition held in Singapore – all, which further strengthen their credo of “Sri Lanka Can”. Triad now stands more confident and stronger than ever to meet the challenges of 2010, retaining its leadership and offering brand centric, consumer driven, locally relevant communication ideas. Priding itself as the ‘first in the industry’ to explore and innovate with new media, Triad will continue to set industry standards by introducing novel communication ideas through evolving media.

Triad Advertising agency said it was filing a plaint in the District Court of Colombo next week against the members of the Chillies organizing/blueprint committee, claiming damages of Rs.100 million as compensation.

According to a copy of the plaint, Triad is asking the court to declare that any significant changes to the blueprint in respect of the Chillies awards should be publicized a year prior to award entry deadlines in order to ensure a level playing field. The agency is also seeking a permanent restraining order preventing five of the 13 defendants listed in the plaint from functioning as members of the organizing/blueprint committee of the Chillies or any similar advertising awards in the future. The plaint further seeks a declaration that the 2010 Chillies awards are not entitled to be held under the 2010 blueprint.

Those five defendants include the Chairman of the 2010 organizing/blueprint committee Rohan Rajaratnam and its members, Ranil De Silva, Chalaka Gajabahu, Laila Gunasekera Martenstyn and Adrian Ferdinands. The other defendants are the trustees of the Sri Lanka Advertising Awards - Imal Fonseka, Murad Ismail, Mike Masilamani, Stanley Carvalho, Kenneth Honter and Rajiv Meewakkala. The President of the Accredited Advertising Agencies Association (4A’s) Keith Wijesuriya and the President of the International Advertising Association (IAA) Renuka Marshall have also been named as defendants.

At a media briefing held this week, Triad Joint Managing Director Dilith Jayaweera said the agency’s main contention against the Chillies is the arbitrary changes that have been inflicted to the blueprint time and time again since the inception of the awards in 2006, giving unfair advantage to those on the blueprint committee who also happen to be representatives of the advertising agency.

Mr. Jayaweera said there have been allegations against a key individual misusing power to manipulate the outcome of the first awards show in 2006 who also manipulated media articles, influenced judges in the 2007 show and interfered in the judging process in 2008. Due to this behaviour, Mr. Jayaweera said the Chillies awards has lost credibility as evidenced by the drastic reduction in the number of agencies participating in 2010 compared to 2006 and the reduction in the number of entries and the value of sponsorships. In 2010, 18 agencies participated in comparison to 36 in 2006. The number of entries this year is 500, a threefold reduction compared to 1,500 entries received in 2006. The value of sponsorships has also declined to Rs.5 million in 2010 compared to Rs.20 million in 2006.

This 2010 blueprint requires agencies participating in the Chillies to be a member of either the 4A’s or the IAA. Mr. Jayaweera said it is a fair enough request but the fact that it was maliciously introduced at the last minute did not give agencies enough time to become members. He also said the introduction of a scam penalty, left to the judgment of ‘industry people’ to deduct points from agencies prior to the awards, could be used as a tool to victimize agencies. He pointed out that an acceptable ‘scam review panel’ was already in place in 2007.

Mr. Jayaweera added that last minute changes were made in 2009, changing the ‘Olympic Tally System’ to a ‘Metal Point Tally System’ where instead of rewarding quality, the awards show was converted to one where quantity made the difference. The change puts small agencies at a disadvantage since they don’t have quantity.

He suggested that perhaps the awards should revert to the Sri Lanka Institute of Marketing (SLIM) which prior to the Chillies, had joint awards for marketing and advertising. The Chillies were formed in 2006 by the advertising industry as the SLIM awards did not recognize creativity.

Explosive developments this week surrounding the controversial Chillies Ad awards has resulted in the awards show being cancelled following an order handed down by the District Court of Colombo this week in response to a case filed against the Chillies organizing body by advertising agency Phoenix Ogilvy.

The District Court issued an order on Thursday preventing the organizing body of the Chillies from conducting the 2010 awards without accepting the entries submitted by Phoenix Ogilvy. Judge Mohammed Lafar, who presided over the case, also gave another order preventing the Chillies 2010 committee from evaluating or judging entries submitted from any other agency without accepting entries from Phoenix Ogilvy.

Rumblings of discontent over the Chillies, a follow up of the SLIM Ad Awards after the ad industry moved away from the SLIM process, has been reported over the years by the Business Times and industry veterans said it was inevitable that the crisis would lead to a court battle or a discontinuation of the awards. On Friday, one of the Chillies Trustees, Rajiv Meewakkala resigned while more resignations were likely from the Trustees, industry sources said.

This week’s case was filed by the advertising agency in response to a new rule in the 2010 blueprint, stipulating that advertising agencies must be members of either the International Advertising Association (IAA) or the Accredited Advertising Agencies Association (4As) to participate in the awards, a condition that is not found in any similar other ad award across the world.

Chairman of the organizing/blueprint committee Rohan Rajaratnam told the Business Times that the committee will be forced to comply with the legal requirements and will be unable to hold the awards show, scheduled to have taken place on May 16. Asked if amendments can be made to the blueprint at this time, Mr. Rajaratnam said it is not possible. Some foreign judges have arrived in Colombo for the awards show but are unaware of the current situation.

Phoenix Ogilvy is not a member of either association and has maintained that the criteria to enter the awards should be that an agency is accredited. Chairman of Phoenix Ogilvy Irvin Weerackody told the Business Times that the organizing committee did not respond to any of their communication on this issue. “Nothing came out of it so I had to go to court,” Mr. Weerackody said.He added that the intention of the enjoining order obtained was not to stop the Chillies awards but to make sure that Phoenix Ogilvy’s entries are accepted.

Mr. Weerackody said the stipulation to debar Phoenix Ogilvy from entering the Chillies was clearly an act of vengeance. “It was a high-handed act on the part of the blueprint committee. At least two trustees claim that they never saw the blueprint committee report until I brought the matter to their notice. In spite of this new condition that was enforced, Phoenix Ogilvy went ahead and submitted entries on the April 22, 2010 which were eventually rejected.”

Mr. Weerackody wrote to the awards secretariat on April 22 stating that conduct of the Chillies 2010 based on the current blueprint is wrongful and unlawful. He urged the advertising awards secretariat to refrain from conducting Chillies 2010 based on the said blueprint and to remove the arbitrary and discriminatory eligibility criteria.

Mr. Weerackody added that he does not have any worries about the anti-scam regulations introduced in the blueprint this year. “The more stringent the anti-scam regulations, the better it is.”

Romesh De Silva President’s Counsel with Sudath Caldera and Manoj Bandara instructed by Sudath Perera Associates appeared for the plaintiff Phoenix Ogilvy.

An advertising agency is suing the organizers of an advertising competition to the tune of Rs. 100 million for allegedly changing criteria on an ad hoc basis which was denied by one of its respondents.

Chillies 2010 advertising competition to recognize creative works is due later this month.
Dilith Jayaweera, Joint Managing Director Triad Advertising Agency told reporters on Monday that allegedly the blue print committee that sets the terms of reference in the judging criteria first entered a foreigner serving in a local ad agency as one of the local judges and then decided to give minus points to so called scam advertising, i.e. creative works produced solely with the eye on the competition and not necessarily as a marketing tool of a product.

Triad has won this competition for three consecutive years since its inauguration in 2006.
They have sent a letter of demand for Rs. 100 million to the blue print committee.
“Chillies” is the “successor” to Sri Lanka Institute of Marketing’s (S.L.I.M.’s) “ad” awards (now known as Effies) and is organized by the industry to recognize “creative” works which they felt were not focused in Effies, an ongoing competition, which was allegedly more weighted towards judging “effectiveness” rather than creativity.

However Rohan Rajaratnam, Chairman of the Blue Print Committee alleged that no changes were made on an ad hoc basis. Changes were made in consultation with the ad industry, he claimed.
He alleged that Chilliies is jointly owned by 4As and I.A.A. (Sri Lanka) Chapter. Changes to the “Chillies blueprint” were made after the boards of those organizations which are formed towards the end of the previous year were constituted. Trustees also need to be appointed.  The new blueprint was first forwarded towards end February and allegedly met with no objections by the 53 advertising agencies to which it was circulated to.

Objections came at a C.E.O.s meeting held the following month. Triad’s request for penalty charges for scams be removed were shot down because it had been earlier agreed upon by the industry, he alleged. Elaborating on what a scam was, he said if an exclusive product is advertised in mass media, that may be construed as a scam.

However another objection of Triad, i.e. an expatriate sitting among the local judges’ panel was accepted by the Blue Print Committee.  The other objection, that no points should be given to the finalists’ productions was however rejected. On plagiarism, Rajaratnam said that if such works were brought to the notice by the industry, they would be rejected out of hand.

He said that they were to respond to Triad’s letter of demand on Friday. They were working on a couple of names to represent them as their lawyers.  Triad is being represented by Shibly Aziz (P.C.) assisted by Viran Corea and instructed by Kularatne Associates.

Meanwhile in another development, Court on Thursday (May 6) issued an order preventing the organizing body of The Chillies from conducting Chillies 2010 without accepting the entries submitted by Phoenix Ogilvy, another advertising agency.

Triad Advertising Agency said it will boycott the Chillies 2010 annual advertising awards this year. “We need to protect the industry. In the best interest of the industry we seek legal action to ensure integrity of the industry in keeping with practices of good governance and transparency, Triad Joint Managing Director Dilith Jayaweera said.


Dilith Jayaweera addressing the press conference. Picture by Sudath Nishantha

“The industry needs a declaration to ensure fair play and good governance in making changes to the Chillies Blueprint.

The changes made from time to time have made it in-feasible for small agencies to ever win an award. We intend being the voice of the industry,” he said.

The Sri Lankan advertising industry should be geared to win international awards and advertising awards ceremonies are important to create a platform for this preparation.

Jayaweera said these events should be fair and transparent providing an equal playing field for all advertising agencies.

He said the Chillies Award ceremony which started in 2006 with a different approach has failed to realize the expectations.

The original vision of Chillies was to raise the bar of creative excellence striving for diversity, dynamism and world class execution.

“This is no longer there and we need to restore the vision which it was introduced.

The legal action is not on malicious grounds and is not to bring down the industry,” Triad Joint Managing Director Varuni Amunugama Fernando said.

TOP creative agency Triad is believed to be firming up plans to sue Sri Lanka advertising awards “Chillies 2010”organizers for an estimated sum of Rs. 400 million, among other actions.

 

Daily FT learns that the Chillies 2010 organizers – the Accredited Advertising Agencies Association, International Advertising Association - Sri Lanka Chapter and the Blue Print Committee as well as the competition’s Trustees have been alerted about the possible legal action on the part of Triad if they fail to revoke some of the new rules of 2010 competition.

 

Triad emerged winners for three years between 2006, 2007 and 2008 apart from winning the coveted ‘Grand Prix Award’ at ‘Chillies 2009’. The Chillies Organizing Committee last week announced plans to go ahead with the Sri Lanka Advertising Awards with Chillies week starting from 9 May.

 

Daily FT learns that having got wind of impending Triad action, the Chillies organizers have scheduled an emergency meeting today.

 

Triad has been vehemently objecting to the 2010 Blueprint Committees decision to impose penalties on “scam” entries.

 

Because of the provisions described as “obnoxious,” Triad has been maintaining that it was compelled to refrain from submitting entries to ‘Chillies 2010’.

 

Triad’s likely action is after having prior warned ‘Chilies 2010’ that legal redress would be sought, with the organisers persisting with the provisions in the Blueprint 2010 and failing to hold the awards on the basis of a blueprint devoid of such provisions, after permitting all agencies to submit entries accordingly.

 

The agency  is likely to claim that the modus operandi of ‘Chillies 2010’ has caused loss and damage to the Plaintiff, is wrongful and / or mala fide, calculated to cause wrongful loss to bona fide competitors, unlawful and illegal and / or unreasonable and / or beyond the authority of the Blue Print Committee and / or the other Defendants.

 

Sources said that Triad would use any damages awarded for the development and betterment of the advertising industry in Sri Lanka.

 

Triad is also likely o seek o retrain the organisers and Blueprint committee from jointly or severally functioning or participating as Members of the ……………

As the Chillies 2010 organizing committee unveils its theme ‘Lean is Hot’ in the run up to Sri Lanka’s premier advertising awards show, one high profile advertising agency Triad which was adjudged the number one agency in Sri Lanka for three years in a row, is calling the awards a scam and filing legal action against the Chillies Blueprint in court next week. Another advertising agency, Phoenix Ogilvy, was informed that their entries for the awards this year were rejected on the basis that they were not members of either of the two associations, the IAA or the 4A’s.

In a statement to the Business Times this week, Triad said certain critical changes that were both draconian and punitive have been introduced to the 2010 blueprint, making the awards vulnerable to manipulation and foul play. The changes require agencies to be a member of either of the two associations and introduces a penalty on what is ‘deemed scam’ material judged subjectively by a panel amongst other changes. Triad said the retrospective nature of the document gives unfair advantage to the Blueprint members.

The agency said it was compelled to seek legal redress after many verbal and written appeals to the Chairman of the Blueprint committee but will not seek an enjoining order on the awards after taking into consideration the reputation of the industry in the face of the involvement of foreign judges.

Meanwhile in a press release, the Chillies organizing committee said the event is off to a successful start, securing over 500 entries from over 18 participating agencies. The Chillies Week which includes workshops and seminars begins on 9 May 2010. Work across TV, radio, print, digital and non-traditional media will be judged by a top panel of international judges with 10 local judges.

A press release from Triad advertising states: Triad, as an active member of the 4’A (Accredited Advertising Agencies of Sri Lanka) and a member of the IAA (International Advertising Association) has participated in the Chillie Awards since its inception.
For 3 consecutive years Triad was adjudged the No.1 agency at the Chillies. With last year’s last minute arbitrary change of the Blueprint tally table, Triad was ranked second and Leo Burnett first.

Immediately after Chillies 2009, Triad raised objections to last minute Blueprint changes, at which point the industry came to a consensus to not effect such last minute changes in the future.

However, this year too Triad has received the Blueprint 2010 via email only on 25 March 2010 (whereas the material eligible to be entered for Chillies 2010 was from January to December 2009) where once again certain critical changes that were both draconian and punitive have been introduced to the Blueprint.

Triad said it is against the deviating from the primary objectives set out in the original Chillies mandate, bringing last minute Blueprint changes with retrospective effect towards achieving personal gain rather than common objectives, allowing individuals with vested interest to manipulate the awards show, the hypocritical nature & behavior of certain individuals and their attitude to bring in punitive action while they themselves are guilty of the crime, scam entries as per the Blueprint definition but also stand strong against those who look to this concept to penalize competition in a subjective manner, plagiarism- which the Blueprint has not inflicted as strong a penalty as that deemed scam and marginalizing the smaller agencies, which have been prevented form competing on a level playing field.

In this light, after many verbal & written appeals to the Chairman of the Blueprint Committee and the people involved with the Blueprint changes, Triad is to seek legal redress to arrest this unfair manipulation for the betterment of the industry, which has the potential to not only compete regionally but globally.

“On the request of the Trustees and giving due consideration to the industry’s reputation in the face of foreign judges involvement in the event which is due to take place in the coming week, we have decided to refrain from requesting for an enjoining order on the awards show but will proceed with legal action against the perpetrators in order to recreate an equal opportunity status for the awards, where persons with ulterior motives and manipulations will not be able to inflict unfair changes at any future awards show.”

The theme for Chillies 2010 is Lean is Hot, an apt title for an industry which managed to stay strong in lean times to emerge stronger.

Chillies 2010 has managed to secure over 500 entries from over 18 participating agencies.

This shows that creativity in the local industry has managed to stay strong despite a challenging economy.

It is proof of the extent of professionalism displayed by the local industry in partnering clients to build brands during tough times.

The mission of The Chillies is to constantly uplift the creative bar, and to this effect, a top panel of International Jury Chairmen will serve on this years judging panel.

High calibre international judges, who have won international recognition at major international award shows such as Cannes and D & AD, will not only judge the work but impart their extensive knowledge and experience in the form of workshops and seminars that have been planned during The Chillies Week.

Sri Lanka s premier advertising event, Chillies 2010, is off to a successful start.

The industry as a whole was adversely affected by the world economic crisis last year forcing agencies and clients the world over to focus on result oriented tactical work and compromise heavily on creativity. What is heartening to note, is that despite an average drop of 50% in participation in other premier award shows such as the Cannes Advertising Festival, Chillies 2010 has managed to secure over 500 entries from over 18 participating agencies. This goes to show that creativity in the local industry has managed to stay strong despite a challenging economy. It is proof of the extent of professionalism displayed by the local industry in partnering clients to build brands during tough times.

The mission of The Chillies is to constantly uplift the creative bar, and to this effect, a top panel of International Jury Chairmen will serve on this years judging panel. High calibre international judges, who have won international recognition at major international award shows such as Cannes and D&AD, will not only judge the work but impart their extensive knowledge and experience in the form of workshops and seminars that have been planned during The Chillies Week. The international judges will be complemented by 10 local judges who together will form 5 panels in judging work across TV, Radio, Print, Digital and Non Traditional Media. The key focus this year has been placed on Non Traditional and Digital Media, a growing trend worldwide and a new area of focus for the local industry. Judges competent in the design of digital campaigns will be judging this years work as well as offering insights for further improvement.

The theme for Chillies 2010 is Lean is Hot, an apt title for an industry which managed to stay strong in lean times to emerge stronger. Mark your presence at Chillies 2010, which begins with The Chillies Week on 9th May 2010. 

Ad agency rejects Chillies criteria

Controversy is dogging the Chillies Awards yet again as advertising agencies voice their concerns about decisions taken by the Blueprint committee on the 2010 Awards, specifically about requiring advertising agencies to have membership in either the International Advertising Association (IAA) or the Accredited Association of Advertising Agencies (4A’s) in order to participate in the Awards.

Chairman and Managing Director of Phonix O&M Irvin Weerackody, whose agency is not a member of either association, said imposing the criteria is unheard of anywhere in the world and hopes the decision of the Blueprint committee will be overruled. He maintains that the criteria for participating in awards anywhere in the world is to be a fully accredited advertising agency.

President of the IAA Renuka Marshall and President of the 4A’s Keith Wijesuriya had earlier informed Mr. Weerackody in writing that the singular reason for the criteria was to ensure active and rigorous participation in all member agencies in not just competing for awards but in many activities that are critical in ensuring the success of the Chillies each year.

Ms. Marshall and Mr. Wijesuriya’s letter further states that the majority of both the 4A’s and the IAA Boards have independently concurred with this recommendation as they view this not as a restriction but rather an attempt at inclusion. ‘Your organization has participated in the awards shows of the past Chillies and we believe, have in fact benefited from such participation,’ the letter says. They also extended an invitation to the agency to apply for membership in either association.

In a response dated 12 April 2010 to the two President’s, Mr. Weerackody wrote that having participated in the Chillies on previous occasions, the assumption that the agency has benefited from such participation is furthest from the truth. He said the agencies that benefited most were those of ‘scam’ fame. He added that the best and most effective way an agency can support the Chillies would be to take part in it.

Ad industry awards crisis

Triad Advertising said this week it has instituted legal action against the management of the Chillies Awards following a decision by the Chillies Blueprint committee to introduce a scam penalty, in another twist to a never-ending saga of many years of controversy of this premier advertising industry awards.
In a statement to the Business Times, Triad Joint Managing Director Dilith Jayaweera stated that unforeseen influence seems to be continuing to control the management of the Chillies. Triad was informed in writing that the changes prescribed by the Blueprint committee, especially the ‘Draconian’ so called scam penalty which was an arbitrary punitive action will continue to prevail in the 2010 awards show.

Due to the very haphazardness and illegality of this imposition and the long term impact it can have on the industry at large and on the awards itself, Mr. Jayaweera said Triad was left with no option but to institute legal action to rectify this anomaly and streamline the management of the Chillies Awards, so that parties with vested interest and those with a conflict of interest will be kept away from any future abuse.

Mr. Jayaweera added that in 2010 at the last minute, agencies were informed through an emailed Blueprint document that a new set of changes, having a retrospective bearing and drastic implications was to be effected. Triad requested that a discussion needed to follow whereby a meeting in which participation was poor took place.

Here too, Mr. Jayaweera said the agency vociferously objected to such arbitrary decisions being imposed on member agencies, requesting even whether the Blueprint committee had sought legal advice before making such grave decisions which are prima facie, seen as susceptible to manipulation while going against the basic principles of natural justice and the rule of law of the land.

Going by historical developments with regard to the Blueprint to suit the whims and fancies of manipulative elements, Mr. Jayaweera said Triad was strongly of the opinion that the new changes, which could not be supported with any global precedents nor in keeping with good governance should not be imposed on the participating agencies in 2010.

However, if the committee so wished, adequate time and a discussion among member agencies should have prevailed to avoid any negative repercussions. The least Triad requested from the Blueprint committee was to not carry out the changes this year but reconsider for the next year.

He added that since the launch of the Chillies Awards in 2006 as joint industry initiative, Triad has been adjudged the number one advertising agency until 2009 when the Blueprint committee surprised the industry with a last minute change from the ‘Olympic Tally System’ to a ‘Point Based Tally System’ where quantity superseded the quality of the industries. Mr. Jayaweera described this as a blatant disregard for the objective originally set out by the Blueprint committee.

The irony of the whole episode, Mr. Jayaweera said, was that these arbitrary Blueprint changes were being suggested in and around March 2009 when the work that was eligible to be entered for the show had to be released on or before 31 December 2008.

Drastic changes to the Blueprint were being effected retrospectively. Triad vehemently objected to the move but participated in 2009 Awards in the spirit of camaraderie. However, Mr. Jayaweera said the agency expressed its displeasure at the manner in which the Blueprint alterations were taking place during the post-awards winners press conference and the debriefing. Officials from the Chillies Organising Committee were unavailable for comment.

Two weeks back, the Chillies Committee announced that agencies that are not a member of the International Advertising Agency (IAA) or the Association of Accredited Advertising Agencies (4A’s), are ineligible to enter the 2010 Chillies awards, drawing a strong protest from Phoenix Ogilvy because it belongs to this category.

The Triad Team did Sri Lanka proud yet again when they won a Bronze at the 8th Singapore Outdoor Advertising Award (SOAA) Show held last week - making it another ‘first’ in the history of advertising in Sri Lanka. Triad clinched this award in recognition of its campaign work for Sisil’s “Chill-In” regional bus branding ambient – which, according to the judges was an outstanding and effective creative execution that made a strong out-of-home marketing medium.

 

Triad’s creative idea was based on the insight that in a tropical country such as Sri Lanka, any pedestrian would opt to travel in an air-conditioned bus to gain momentary refuge from the heat. Based on this insight, the team worked to brand these bus doors to depict a Sisil refrigerator door, and thereby promote the ‘cooling’ experience that the refrigerator offers. Sarva Amaresekere, COO of Triad, said of the agency’s achievement, “The SOAA is among the leading creative shows in the region, and this award win is testament to Triad’s passion, energy and strive to delivering innovative, creative and effective advertising. We have discovered that the outdoor medium is a growing avenue for creativity and innovation – it forces creatives to grab attention, telegraph their messages, and entertain amidst clutter. The Triad Team did all these with single minded creativity to communicate a simple idea effectively using a local insight. We are extremely proud about winning this award, and we also congratulate our client Singer Sri Lanka who has provided the opportunity and support for our work, with whom we happily share this success.”

The Singapore Outdoor Advertising Awards, now in its 8th year, has grown into a premier event for the outdoor medium, attracting entries from all around the region. Practically every major agency and media buying specialist enters the show each year. SOAA is recognized as one of the leading creative shows in the region. It is organized by AdAsia and supported by the top outdoor media owners as well as professional organisations such as the Institute of Advertising Singapore and the Designers Association Singapore.

 

For Triad, this win is the latest in numerous prestigious local and international advertising industry awards that they have received over the years - including being adjudged best agency for three consecutive years at Chillies, Triad also boasts of being the first ever Grand Prix agency in 2009, and winning the most number of metals at the Effie Awards held the same year.  In addition, at an international level, they also won the first metal at AdFest in 2008 and this year produced a finalist at Cannes Lions Advertising Festival, together with Silver medalists at the Young Spikes Asia Competition held in Singapore – all, which further strengthen their credo of “Sri Lanka Can”. Triad now stands more confident and stronger than ever to meet the challenges of 2010, retaining its leadership and offering brand centric, consumer driven, locally relevant communication ideas. Priding itself as the ‘first in the industry’ to explore and innovate with new media, Triad will continue to set industry standards by introducing novel communication ideas through evolving media.

 

Triad was honored with eight Effie Awards for brand marketing success at the annual Effie Awards ceremony which was held on the 3rd of December at the Waters Edge. This is the second consecutive year the awards are been held locally even though at present Effie celebrates effectiveness worldwide with the Global Effie, APAC Effie, Euro Effie, MENA Effie and forty other national Effie programs.
 
The awards are a global symbol of achievement that recognizes all forms of marketing communication that contribute to a brands success, honoring communication ideas that produce outstanding results for clients. A panel of judges comprising of industry leaders evaluate the impact of communication campaigns which have successfully generated sales, revenue and surpassed targets set.

The 8 Effie Awards received by Triad included a Silver Effie for the Sri Lanka Army Seva Vanitha “Senehasa” campaign in the Non Profit/Public Service category together with 7 Bronze Effies - 2 once again in the Non Profit/Public Service category for the Ministry of Defense “Api Venuwen Api Vemu” and the Sri Lanka Navy “Proud to be in the Navy” campaigns, 2 in the Financial Services category for People’s Bank “Say YES to Life” and Sampath Bank “Kalin Cash” campaigns, 1 for Seylan Bank Crisis Management in the Corporate Reputation/Professional Services category, 1 for the launch of Laughs Oil in the Automotive Related Products category and 1 for Keells Super “Lower than the Lowest Price” campaign in the Retail Store category.

These Effie Award wins are the latest in numerous prestigious advertising industry awards that Triad has received over the years - including being adjudged best agency for three consecutive years at Chillies, Triad also boasts of being the first ever Grand Prix agency in 2009.  In addition, at an international level, they also won the first metal at AdFest in 2008 and this year produced a finalist at Cannes Lions Advertising Festival, together with Silver medalists at the Young Spikes Asia Competition held in Singapore - further strengthening their credo of “Sri Lanka Can”. Now, with the Effie Awards 2009 win, Triad stands stronger than ever to meet the challenges of 2010, retaining its leadership and offering brand centric, consumer driven, locally relevant communication ideas.

According to the Effies jury, the most important criteria for judging advertising in the eye of the marketer is effectiveness. With many landmark communications to its credit, Triad prides itself for providing creative solutions to solve a brands problem or optimize on an opportunity. Basing its ideas on insights and market truths, the Triad team sees great potential for brand communications in Sri Lanka. For Triad, this outstanding win at the Effie Awards highlights the significance that the marketing industry is placing on their brand experience. To them Effies is an outstanding achievement which clearly demonstrates teamwork between the agency and the client. Winning these Effies has undoubtedly created an ideal opportunity for Triad to show how they can add value to a brand and become an inspiration to local agencies that are committed to raise the bar of communication excellence in Sri Lanka.

In accordance with the vision of His Excellency Mahinda Rajapakse and under the direction of Minister of Transport Hon. Dullas Alahapperuma, the reconstruction of the 154.89 km of the Yal Devi railway track between Thandikulam and Kankesanturai is underway to unify the North and South.

The communications campaign for Uthuru Mithuru, which invites all of Sri Lanka to join in this national cause, was launched on 30th September at the Western Province Aesthetic Resort by Minister of Transport Hon. Dullas Alahapperuma amidst the esteemed presence of Ministers and distinguished guests. The aim of this communications campaign is to urge all Sri Lankans to contribute to this national effort of the reconstruction of the Yal Devi railway track, captured by the theme for the campaign, ‘a ticket to your heart’.

On a significant note, all media owners and personnel attended this event to pledge their institutions’ fullest cooperation and support towards this national cause.

Further, the rights to construct the railway stations between Omantai and Kankesanturai were also handed over by Minister of Transport, Hon. Dullas Alahapperuma to the respective institutions at the event.

Sri Lankas No.1 Ad Agency Triad kicks off a series of activities to celebrate 15 successful years. Having started off in 1993 with 3 people, today Triad has grown into a formidable team of 95.

Known for the groundbreaking communication campaigns carried out in the recent history of advertising in Sri Lanka, Triad prides in its insight based creative prowess.

Three times winner of the national ad awards - The Chillies, Triad believes in strategically influenced, relevant communications which have succeeded in building strong local brands in this country.

Winning a metal at AdFest in 2008, paved new opportunities for the youthful Triad team and the challenge is on to bring home the first Cannes metal.

Through fifteen years, the Triad team has evolved with the majority of them growing with the agency, while certain hand picked professionals with industry experience and recognition have joined to add power to the team. The future holds great promise for the company. The Triad team stands energized and focused to continue its momentum for another fifteen years and  more.

Triad has won the first ever much anticipated Grand Prix awarded at the Chillies. This is the first time that the Chillies has awarded a Grand Prix, which is a recognition of the Best of the Best work.

Triad’s haul of the night included the award for the ‘Best Campaign of the Year’ together with 2 Golds, 6 Silvers, 11 Bronzes and 14 Finalist awards. Winning across categories and brands, the work recognised as outstanding were campaigns for Sri Lanka’s top brands like Sri Lanka Telecom, Hutch, Elephant House, Laugfs, Heladiv, Nippolac, CIC, Singer Sri Lanka and Perera & Sons as well as social responsibility initiatives done for Sri Lanka Army and the Sri Lanka Institute of Marketing.

The self-styled agency lives by its conviction that ‘Sri Lanka Can’ and this latest performance at the Chillies is an endorsement of its can-do spirit and its consistent strategic and creative supremacy. Triad swept the boards at the Chillies in all of its first three years, displaying to the industry and the country the ability of a 15 year old Sri Lankan agency to continue to lead the advertising industry and win, and win, and win, and win.”

Good advertising is a craft for people, from people, a craft that consists of the need to move people’s perceptions and actions through passion and great ideas.

Stimulated by a growing garbage accumulation in urban centres, a young agency in one of Asia’s smallest nations was inspired with a big idea. An idea so big that not only did it work towards reducing environmental pollution through garbage dumping in the city of Colombo, Sri Lanka, that it also stirred the judging panel at Adfest 2008 to award Triad Advertising with Sri Lanka’s first ever award at an international advertising award show.

Sri Lanka, the pearl of the Indian oceans, as it has been known for centuries has a thriving advertising and communications industry. Triad Advertising, one of the industry’s youngest players is maverick agency that has been credited as one of the nation’s best. Acclaimed the Agency of the Year for three consecutive years at the industry’s creativity awards –The Chillies -  Triad has repeatedly trounced the “biggies” of the industry. An agency that prides itself in being a 100% independent agency competes amongst peers who are multinationals.

“Make-Up”, a social service  outdoor campaign created for the Environmental Foundation of Sri Lanka won a bronze award in the Integrated Communications Lotus category pushing Sri Lanka under the international creativity spotlight. Triad, an agency that is only fifteen years in the industry is a fully Sri Lankan entity and one that is credited not only for its creativity but also for its ability to tap the local insight.

This award winning campaign aligns it self to Triad’s corporate vision to take the communication industry to the next level, transcending commercial communication objectives to those which have the power to inspire positive change in the society at large.

“Make-Up” inspired by the insight that people never spoil or deface the entrance to a home, commercial property or a generally pleasant location saw the agency erect facades at popular garbage dumping locations. This new look resulted in violators thinking twice about garbage dumping.

Asia Pacific Advertising Festival popularly known as Adfest is an annual regional advertising event that celebrates creativity in the Asia Pacific region. It is a platform designed to elevate creative standard and promote communication within the advertising and production industry.

The AFFA (Asian Federation of Advertising Associations) Gold Book is a compilation of prestigious industry award creative winners across the continent. This becomes an invaluable addition to the archives of Asian advertising circles, offering more than a comprehensive lowdown on the creative talent in Asian advertising.

Triad, adjudged No.1 at the national Ad Awards – The Chillies in 2006, 2007 & 2008 is proud to be featured in the AFFA Gold Book along with the best of the best creative agencies in the region. Hot off the first ever win for Sri Lanka at the AdFest 2008, Triad – Sri Lanka’s 100% truly Sri Lankan agency considers this to be unique privilege afforded only to Gold award winners.

Celebrating 15 years in the industry, the company attributes its unparalleled achievements to their “Shared Dream” – the unquestionable belief that SRI LANKA CAN. A company which has grown from mere 2 people to a team of 90 stake their claim to some of the most memorable communication campaigns of our time.

The AFFA Gold Book was presented to all the advertising practitioners from across the globe who flocked to AdFest (Asia Pacific Advertising Festival) this year so that it could become a useful tool in the pursuit of further excellence. Inclusion in the AFFA Gold Book this year becomes a source of pride for Triad, as the agency can illustrate the creative power of Sri Lanka to the global ad community in this manner.

Aspiring to be the GLOBAL LOCAL, Triad remains confident of its global competitiveness in the advertising arena and has already embarked on a mission to win the first Cannes Lion for Sri Lanka.

The Inaugural APL organized by media giant Maharaja Broadcasting Corporation  in association with the FourAs was worked off at the Colombo Malay Grounds on Sunday 23 November. The event drew together fifteen of the top agencies representing the cream of Sri Lankan advertising. A merry carnival atmosphere was seen throughout the day despite the weather playing spoilsport.

The winning team from Triad was represented by Tharanga Wickramasinghe (Capt.), Kamal Rajapakse, Nuwan Prabodha, Andrew Ebell, Mithum Shammika, Padmin Udawatte, Anjula Kantha and Indika Kumarage who was named Man of the Final. 

The Api Venuwen Api campaign created by Triad resonated once again as the Number 1 advertisement in the hearts and minds of Sri Lankans at the SLIM Nielsen People’s Awards 2008. The “Diriya Apata Pudana” advertisement was voted the Peoples Advertisement of the Year at the awards ceremony held on 9th October. This was the 2nd consecutive year that Triad walked away with the top advertising award for the year.

‘Diriya Apata Pudana’ formed the 2nd stage of the Api Wenuwen Api campaign, calling for contributions from the public towards building homes for those fighting for our motherland. The campaign has had an astounding response from Sri Lankans both here and abroad.
 
A member of the jubilant Triad Team said, “we are immensely proud to have been a stakeholder in the Api Venuwen Api campaign; this was our way of humbly giving back to those who have given us so much. This award is proof of the patriotism and national-mindedness of Sri Lankans from all walks of life; the advertisement enabled them to connect emotionally with the sons and daughters defending our nation. It is evident in the response to the campaign that people have shared, integrated and participated in the communication to support, recognize and appreciate the armed forces, at this crucial juncture.”

The campaign was created by Triad, adjudged No.1 for 3 consecutive years at National Awards, The Chillies.

Peoples Awards is conducted by the Sri Lanka Institute of Marketing in association with Nielsen International to pick the country’s most preferred personalities and brands. The awards are the result of extensive research carried out by Nielsen from January to May 2008.