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Triton joins world's largest independent agency network ICOM

Mumbai-based Triton Communications has joined ICOM (International Communications Agency Network, Inc) to represent the Indian market

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Mumbai-based Triton Communications has joined ICOM (International Communications Agency Network, Inc) to represent the Indian market. "We are interested in meeting like-minded independent entrepreneurial professionals from across the world and learn from their experiences, especially to add to our media and direct marketing skills," said Triton Group founders Munawar Syed and Ali Merchant in a joint statement.

Founded 10 years ago by Munawar Syed and Ali Merchant, the Triton Group now has more than Rs 175 crore in billings coming from both local and international clients. The Triton brass hopes the ICOM membership will allow the agency to provide "a window to the world to the agency's clients" and tap into services and resources outside of India.

Talking about its new member, ICOM executive director Gary Burandt said the agency has the right profile for ICOM. "It is a relatively young organisation, managed by savvy and experienced advertising executives who have been involved in the international marketplace and know its importance for growing clients," he added.

The US- based ICOM offers clients an alternative to the huge and increasingly similar agency groups. With 77 member agencies in 45 countries, ICOM offers a full range of integrated marketing and media communications services. ICOM was founded in 1950 as the National Federation of Advertising Agencies and became the International Federation of Advertising Agencies, Inc, in 1980. In 1998, it was renamed to reflect its expanded range of capabilities. Its turnover stands at $3 billion currently. Among its international clients are JI Case (earth moving equipment), Rubbermaid/Sanford (writing instruments), Caterpillar (power equipment), Mars/Elby (pasta products), Gallo (California Wines), Agroflash (plant food), Demel (power tools), Rath (vitamins) and Belgian Tourism.

Burandt believes clients across the globe have a special interest in working with its member agencies. "ICOM is continuing to benefit from increasing interest among global marketers to work with independent networks like ours, and we are prepared to handle accounts wherever our clients need us," he said.

In its turn, Triton serves clients in a variety of industries. Its roster includes clients like Eureka Forbes (for corporate advertising, vacuum cleaners, water purifiers and air purifiers); Paras Pharmaceuticals (pain relievers); Samsung India (mobile phones, microwaves, air conditioners, washing machines and optical devices); Adani Wilmar (edible oil); Marico Industries (personal care products); and Coca Cola India (regional for Mumbai); Bajaj Tempo (tractors); Dupont India (crop protection chemicals); Federal Moghul (Champion spark plugs); Overnite Express (express mail); La Salle (luggage); Ashima (ready-to-wear and ready to stitch cotton apparels), among others.

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