– Triadhot.com launch online advertising agency
editor: Allan Lee (Singapore Media Owners Hub)
photographer: Tan Yoke Ling (Shutter Journey of Singapore Photography Group)
*The Founders of Triadhot.com: Michael Holsinger-Executive Director & Head of Planning, Suren Kohombange-Director & Head of IT, Sarva Ameresekere- Chief Operating Officer, Dilith Jayaweera-Managing Director & Brand Strategist.
Tell me who is not a Netizen these days? With populations across the world literally moving everything online, businesses are taking on new faces while offering new possibilities to consumers are somewhat nothing new. But an online full service advertising agency? Triadhot.com rewrites the rules of the media industry.
The guys behind this revolutionary virtual advertising agency were in town recently and we were granted an Exclusive Interview with the Founders of triadhot.com, face to face and informal, over local coffee.
Editor: The Idea of a virtual advertising agency sounds really refreshing, but how does that stack up to other advertising agency websites that already offer similar channels and services?
Triadhot.com: Simple, triadhot.com will be the most comprehensive virtual advertising agency as the agency (website) is really an advertising-based interactive portal, and not a usual showcase websites that most agencies are currently doing. Though online, triadhot.com retains the usual but important elements that clients loved like fun factors, personalized service, etc. In short, we have managed to build a real time advertising agency that is online 24/7 and successfully made triadhot.com ala social networking style.
*The Editor was kinda thrilled by the guys from triadhot.com!
Editor: Wow! So what are the key differences that marketers will benefit from engaging triadhot.com?
Triadhot.com: Catering to the needs of smaller to medium size brands, triadhot.com offers significantly lower campaign cost, a full service advertising agency that adds value by passing the savings back to the client. This resulted in successful campaigns that cost much less as compared with running a campaign through traditional media agencies.
Editor: How does triadhot.com integrates and manages creative directors, brand strategists and account managers from around the world on this virtual platform to design, implement and manage marcom projects?
Triadhot.com: Upon receiving the campaign brief from client, we will identify the suitable professionals with domain knowledge specifically skewed towards the client’s industry of origin and then put the team together. It also means sourcing for niche industry professionals from all over the world. We also tap into talent pools and identify suitable candidates from independent agencies on a global basis to work on our clients’ projects.
Editor: Amazing! But knowing advertising campaigns can be really time-sensitive, will the difference in GMT affects the workflow and implementation of global campaigns?
Triadhot.com: Usually campaigns are pre-scheduled and we advise our clients to stick to deadlines and avoid changes at the eleventh hour. However, such situations do occurs in traditional agencies and it is still happening till this day! So we are prepared for such a situation, we have our network of appointed media offices all over the world to ensure that all global campaigns are fully synchronized and should the unforeseen happens, the local offices will be activated to react on the client’s request immediately.
Editor: That is cool! Well, triadhot.com claimed on your website that a client is able to monitor the progress of an ongoing campaign, how is this possible in real-time?
Triadhot.com: Clients are given direct control over what is happening at every single stage. The portal offers easy navigation to specific areas like status of creative work, production schedules, bookings of media buys and every other thing a client needs to know. Client may intervene at any stage should modifications may be required and client can do literally anything via the portal. Every department is hosted on a progress page where the client can even comment and “speak” to the individual person-in-charge 24/7.
Editor: Why virtual? Surely traditional marketers will still prefer to meet up with their advertising agency. Will this be an obstacle for triadhot.com?
Triadhot.com: Definitely. Well, this is after all, a new concept. Though encouraging traditional businesses to understand how we function and help them, businesses must be opened to new ideas and new way of doing business. Meeting up may be a real problem at this moment as the team that is assigned to a client may be located from any part of the world! Triadhot.com will appeal mostly to brands that are evolving.
Editor: I see. So which market (countries) will triadhot.com be targeting at? And will offices be set up at these locations?
Triadhot.com: We are online, so we are everywhere! There is no specific country that we are targeting since the model of our business and concept is virtual and web-based. In short, we are targeting the world. Further to that, brands that we are working with are constantly opening up new markets in countries across the contingents; triadhot.com will be where our client is. Once we enter a new market, triadhot.com will grow in the new market-naturally.
Editor: Very aspiring. What is triadhot.com’s goal(s), say in 5 years’ time from today?
Triadhot.com: We will want to be established in every market that understands “virtual convenience”. Since no advertising agency had done what we did, we hope to be regarded as the pioneers of this concept that will change the media industry.
Editor: Successful formula (like Triadhot.com) will soon be duplicated by other advertising agencies, is triadhot.com ready for competition?
Triadhot.com: Well, since we are the first player, we are sure competition will soon follows. However, our portal will be constantly updated, keep improving on the user interface and the added ease of use so that it is pretty hard to be duplicated. We have carefully thought out what works and what don’t. So we have an unfair advantage over the competition.
Editor: You guys are incredible! Now, here’s a question that’s totally on an unrelated note, David Ogilvy once said; “Advertising is 15% commission, 85% confusion”, going virtual, does the worldwide mandatory 15% agency commission still applies?
Triadhot.com: Of course not. Client only pays for services and media buys rendered by our agency, no other hidden costs involved less a commission.
Editor: Oh! That will be revolutionary! So does the four of you agree with David’s quote on the 85% confusion? On agency work of course.
*Deborah Dayani Nanayakara-Account Services Manager of TouchCommunications, Michael Holsinger-Executive Director & Head of Planning triadhot.com, Suren Kohombange-Director & Head of IT triadhot.com, Sarva Ameresekere- Chief Operating Officer triadhot.com, Dilith Jayaweera-Managing Director & Brand Strategist triadhot.com & Allan Lee-Founding Editor Singapore Media Owners Hub.
Singapore Media Owners Hub would like to Congratulate Triadhot.com on their successful launch into Singapore advertising market. We wish them continual success in the years to come!
Special Thanks to
– Deborah from Touch Communications for arranging this exclusive interview with the guys from triadhost.com
– Ling from Shutter Journey of Singapore Photography Group for the interview shots.
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