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Why St. Pete’s Triad dropped its middle name

Margie Manning

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Triad is headquartered in the Carillon Office Park in St. Petersburg.

One of the largest marketing firms in the Tampa-St. Pete area has a new brand identity.

Triad Retail Media has rebranded to Triad, a move that reflects the company’s work with brands and consumers, in addition to retailers, said Sherry Smith, CEO.

Sherry Smith, CEO, Triad

The company also is adding services, including a consultancy, and is expanding geographically, opening offices in Canada, the United Kingdom, Australia and India.

Triad, founded in 2004 and based in St. Petersburg, historically has worked with retailers to integrate brand advertising on their websites. For many years, the company used the tagline “retail is our middle name.”

In 2016 the company was acquired by WPP, a communications firm headquartered in London,  and Smith was named CEO the following year.

“It’s been an evolution since I stepped into the role back in late 2017 and we started to think about the future of Triad,” Smith said.  “Retail is still core to who we are and what we do. We sit at the center with brands, that’s always been a part of our operating, in between the brands and retail and consumer. We feel there’s a natural way to evolve our services and offerings to work directly with brands and also direct to consumer brands, which are on the rise.”

Smith expects to add staff, including in consulting, a core competency that has always been part of Triad’s work with retailers, and now is offered as a specific service.

For instance, Triad consulted with a Sam’s Club to launch a new service called Member Connect, based on a data management platform that enables the store to better connect with its members.

“A good example is something they call their targeted incentive offerings,” Smith said. “As a member is browsing or making a purchase, incentive offers can be immediately given to the member, based on their browsing or purchasing habits. It’s automatically uploaded to their membership card, so when they’re in the store and they go to check out, they’ll have savings that are available and it’s very personalized. It’s the right way to reach a member that’s not intrusive, and also helpful for them on their shopping journey.”

The global expansion was prompted by a variety of factors, including similar expansions by GroupM, the WPP business under which Triad operates.

“There’s a real need for mobile and media and creative,” in India, Smith said, while one of the retailers Triad works with is expanding in Canada.

Expansion in Australia and the U.K. follows Triad’s partnership with Citrus, an e-commerce ad platform based in Brisbane, Australia.

Triad is headquartered in the Carillon Office Park in St. Petersburg.

“They have a retail background and a very similar culture to Triad. So while they will have the platform side, we will be focusing on sales. That will allow us to enter new markets faster and be able to expand our services with retailers,” Smith said.

Triad also changed its logo and redesigned its headquarters in the Carillon Office Park as part of the rebrand. The new visual identity reflects Triad’s positioning.

“It’s a representation of the consumer, the brand and the retailers. We consider ourselves the ampersand between all of them,” Smith said.

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