Campaign India Agency Report Card: Triton

Campaign India Team, 18 December, 2008

Mumbai

Type of agency: Advertising
Company ownership: Independent
Key personnel: Pankaj Arora, executive director, Renton D’sousa, national creative director, Ali Merchant, director
Accounts won: YOMO, C3 (3 G Brand to be launched in 2009 q1), Jugaad, IOL Broadband, Euro Vigil,
Aquasure, Spraymintt, Hands On, Casino Royale, Golden Chariot Luxury Train, Honda Motorcyces (One bike brand), Supernova, Mentor Learnings, Bangalore Management Academy, Sterling Hospitals, Cambay Hotels & Resorts.
Accounts lost: Fena Detergent

The most visible campaign for Triton has clearly been the work for Set Wet, taking as it did a swipe at Axe.
Otherwise, the year has  been fairly humdrum, punctuated by small account wins.

It is in the retention of existing clients that Triton continues to be strong. Euroclean vacuum cleaners, Aquagard, Moov and Fortune continue to be happy working with Triton.

The agency is also dipping its toes in the digital pool, hoping that this will help offer a greater range of services to attract new talent. PR and Media have been added as offerings as well, and the coming year will see how this move plays out in trems of adding to the client roster as well as to the bottomline.

Campaign Score: 5

How TRITON rates itself: 6

Triton is known for building strong Indian Brands, which are either no 1 or No 2 , in their categories, like Euroclean Vaccum cleaners, Aquaguard, Moov , Fortune  cooking oils and  Set Wet Deos and gels. 2008 has been a year of additions of a lot of new brands and with diversification plans for many of existing brands, 2009 holds even more promise. This year we have also extended our range of full services from creative to PR and media , to also include digital under the stewardship of Vikas. The first couple of campaigns in the digital space are already underway with, one of them targeted at youth with the idea of Kissready,  which will make the Brand famous.

So overall , with the addition of new members of the sr. management team , expanding our digital capabilities, winning a lot of new brands, expanding and  growing existing Brand franchises and  a lot of new launches poised for 2009, we can say it has been a rocking year.

Well, we have done well, but given the team’s capabilities we can do far better, so I would like to give us a 7.  And in 2009, we will target a 9.