Triple Threat Communications 2014
|Active business clients||3|
|Brands by 2013 sales|
|Brand-product accounts held||10|
|$25 million or less||3|
|$50 million – $100 million||3|
|$100 million – $500 million||1|
|$1 billion or more||2|
|Integrated strategic development||25%|
Every year since its founding in 2005, Triple Threat Communications has renewed its commitment to an “un-agency” business model that truly puts clients first, according to its executives. “There are no off-the-shelf solutions, no layers of overhead, no hidden agendas, and no creative divas,” TTC leaders say. “Instead, seasoned experts who love rolling up their sleeves produce top-quality work with optimal efficiency, unmatched personal attention, and one shared goal: making their clients’ brands as successful as possible.”
This client-centric approach has contributed to seven consecutive years of solid business growth for Triple Threat, executives note, with a jump in revenue of more than 42 percent in 2013.
Agency leaders believe strongly in the practical application of BJ Fogg’s behavioral design principles to healthcare communications.
“In fact, the name Triple Threat is derived from the three components that must come together at the same time to affect real behavior change – motivation, ability, and triggers,” management says. “For years, advertising has focused mainly on motivating a person to perform a behavior, when in effect, without improving a person’s ability to perform that behavior and providing them triggers to ignite the behavior, your chances of success are greatly reduced.”
The Year’s Accomplishments
Since 2013, Triple Threat Communications was awarded three new agency-of-record assignments for the AstraZeneca brands CV Direct, SeroquelXR, and a new omega-3. Executives say the company also expanded its work for Discovery Labs, deepening TTC’s experience in medical device marketing. To drive a steadily growing business base and further enhance its strategic development offering, Triple Threat made several senior hires in 2013, including industry veterans Matt Hartney, Keith Vance, Lisa Frankel, Jocelyn DiNichilo, and Rebecca Milestone – all account and strategic services.
Structure And Services
Triple Threat Communications is an independent, full-service healthcare advertising agency that provides integrated marketing solutions and commercial strategies for a broad range of audiences, including healthcare professionals, patients, and managed markets. The company is owned by Tim Frank, managing partner. Executive team members are Bob Hogan, director of consumer services; Jeff Perino, creative director; and Teri Grajo, director of operations.
“Triple Threat proudly calls itself an ‘un-agency,’ because of a unique business model distinguished by the following features – seasoned professionals only; on-site service; and clients first,” executives say.
Agency leaders maintain that there are no entry-level employees at Triple Threat. All staff average at least 15 years of industry experience and have expertise across multiple disciplines and therapeutic categories – many with both client and diverse agency backgrounds. Executives say the company matches senior-level marketing specialists to the business needs of each client, creating dedicated teams that have the knowledge, experience, credibility, and authority to address any issues that arise.
Triple Threat employees spend most of their time working on-site with clients, enabling them to keep pace with fast-changing brand, regulatory, and market demands in real time. “Marketing is a contact sport,” Frank says. “That’s why we’re committed to working on-site as long or as frequently as our clients need us. We all know that the real work starts when the meeting ends.”
And executives say, unlike other agencies that put their own business agendas first, Triple Threat never loses sight of its top priority – doing whatever is best for clients and the success of those clients’ brands. With a streamlined structure and no investors, holding company, or agency network to appease, Triple Threat rapidly moves ideas forward, always guided by its clients’ best interests. “Any marketer who has been in this space for a while knows the typical agency pain points,” Hogan says. “Those simply don’t happen here.”
Triple Threat Communications plans to continue business as “un-usual,” making the success of its clients the ultimate measure of its own success. “TTC is dedicated to demonstrating the success of the un-agency model across a range of large and growing pharmaceutical, device, and biotech clients as it seeks to build new relationships with life science companies looking for a better way of working with agencies and attaining their business goals,” agency leaders say.
Executives say Triple Threat gives back to the community by supporting many causes and charities in New Jersey that are focused on feeding the hungry and those disadvantaged by the tough economy. The company also supports the American Heart Association and its employees also participate in events that raise money for breast cancer, childhood cancer and blood disorders, multiple sclerosis, and autism.