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Triad’s Top 25 Contributors

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Triad 25th Anniversary

On August 4th, Triad will celebrate its 25 years in business.  This milestone has made me think of the many people whose efforts have contributed to the development and sustaining of this organization.  Over the next three weeks, I will be highlighting 25 people who have played key roles in Triad’s history.

Limiting the number of people that we acknowledge to 25 has been particularly difficult, and I certainly want to thank all of the people with whom Triad has worked – employees, clients, and suppliers who are not specifically mentioned. Without your support, this agency would have never reached this very significant anniversary.

25 Contributors to Triad – A Gallery

Contributor #3 – Dan Eckermann, LeTourneau Technologies

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Dan Eckermann

We began working with LeTourneau’s Mining Group, which manufactured the world’s largest front-end loaders.  What a great product line to market!

Soon after, we began working with the Marine Group, which built the first offshore rig and was the market leader in jack-up rigs.  Then in 2003, LeTourneau formed the Drilling Equipment Group, which also became a client.  In 2006, Triad had the opportunity to brand the entire group of LeTourneau companies, which turned out to be a very rewarding effort.

One quick story that speaks volumes to the quality managerial style and quality of Dan.  In 1999, our contact in the Mining Group was becoming increasingly difficult, playing games and beating up our account executive on a regular basis.  It seemed that the more our AE worked to satisfy this client, the worse the situation became.  After I learned the details, I immediately called Dan to ask for a meeting.  That evening I drove to Longview to meet with Dan, who stayed late to see me.  After spelling out the details of the issue, I told Dan that we were a young organization, and it would be difficult to turn our back on a great account like LeTourneau, but I was prepared to do just that.

I didn’t have to…Dan accurately read the situation and immediately took steps to remedy the situation.  Triad worked another 9 years with LeTourneau prior to its being sold to Joy Global.

Today, Dan remains a good friend.

Contributor #2 – Geralyn Harvey, Miltronics

I had significant experience in the instrumentation business, having worked for a major measuring device company, TN Technologies, for a number of years prior to starting Triad.  Since I was contractually obligated to not work with TN Technologies, I started out by searching for a similar instrumentation company.  I found one in Arlington, TX, Miltronics.  The director of marketing at Miltronics was Geralyn Harvey.  Geralyn was not only a very savvy B2B marketer, but also a great person with whom to work.

Triad worked with Miltronics for several years, and even produced our first digital program for this client in 1995…a touch-screen activated, interactive instrumentation selection program housed in a kiosk.  We developed this program for the 1995 Instrument Society of America Show in New Orleans.  I remember all-too-well working with a programmer in a steamy tradeshow venue (the AC is always turned off during set up), just trying to get the device working properly.  Eventually, we prevailed, and our interactive program was one of the hits of the show.

Geralyn eventually was married and moved to Seattle.  I have yet been able to locate her and thank her for believing in this young, start-up agency.

Contributor #1 – Rhonda Anderson and Susan Worthington

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Rhonda Anderson and Susan Worthington

So, I am beginning with two people listed together as the agency’s first contributor…call it poetic license. 

Rhonda Anderson

Rhonda was Triad’s first employee (albeit part-time initially, before moving into a full-time role).  Having moved over to Triad from a small printing shop she owned with her husband, Rhonda covered a number of functions for the start-up agency – accounting, production management, and general operations management.  Rhonda’s ability and willingness to take on a number of jobs, combined with her positive outlook, made her an outstanding asset for the company.

Susan Worthington

Susan Worthington had worked for me when I operated Berry-Brown’s B2B division, The Business Group.  From my time working with Susan at The Business Group, I knew that I could count on her to provide a high level of quality and responsive account service.  Early Triad clients knew that they could count on Susan working on their behalf…always able to be counted on to do what she said she would do.

An Aside…

Triad started with my occupying a single office in an executive suite.  When Rhonda was hired, I rented another office, which Rhonda later shared with Susan.  According to Susan, “We didn’t get a lot of work done, but we did get to know each other well.”  Susan was right about getting to know each other well, but wrong on her “work” comment.  In reality these two played a great role in helping Triad to get off the ground.

– Tom Prikryl, President & CEO

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Triad B2B Agency Honored with 25th Annual Communicator Awards

On the heels of receiving the American Marketing Association’s “Marketer of the Year” honor in Energy Marketing for the DFW region, Triad B2B Agency has earned three new Communicator Awards. The awards were presented by the Academy of Interactive & Visual Arts, honoring Triad for work on behalf of three of the agency’s clients.

“Bit in a Box” Direct Mail Campaign for Ulterra - Communicator Awards

Award of Excellence

The Communicator Award of Excellence was given to Triad B2B Agency in the category of Marketing & Promotion, for its “Bit in a Box” direct mail campaign for Ulterra Drilling Technologies. Ulterra is a leader in drill bit technology for the oil and gas industry. The Award of Excellence recognizes Triad’s entry as best in the field.


Awards of Distinction

Triad also received two Communicator Awards of Distinction for its client work. An Award of Distinction was given to Triad in the category of Corporate Identity for its work for HMI Cardinal. Cardinal is a national powerhouse in shower enclosures, artisan glass, and commercial glazing.

A second Award of Distinction was earned in the Print Advertising category for Triad’s B2B print campaign for Portfolio, an acknowledged innovator in automotive reinsurance.

About the Communicator Awards

The Communicator Awards, now in its 25th season, is the leading international awards program, recognizing big ideas in marketing and communications. The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world.

About Triad

Triad B2B Agency, also in its 25th year of business, specializes in B2B marketing communications. The agency is active in a wide range of markets including oil and gas, aerospace, building materials, financial services, automotive, industrial distribution, control automation, healthcare technology, supply chain management, food and beverage, and more.

For more information, contact Triad B2B Agency president, Tom Prikryl, at 469-484-6827, or by email at tp@triadb2bagency.com.

Triad Team That Earned AMA Marketer of the Year Award

Triad Earns AMA Marketer of the Year Award

The Triad Team (Above): David Hospodka (Creative Director), Joe Sugarek (VP of Business Development), Tony Ammerman (Associate Creative Director/Sr. Copywriter)

Triad B2B Agency was named Marketer of the Year in Energy Marketing by the American Marketing Association’s DFW Chapter.

The award was based on an integrated campaign for the launch of a new product for Triad’s client, Ulterra. The effort included print advertising, public relations, and in-depth feature articles developed in conjunction with leading trade publications.

Triad Earned AMA Marketer of the Year Award

The product launch for the SplitBlade drill bit broke company records for market penetration, sales, and total feet drilled. Triad’s efforts were a key part of the product launch, resulting in increased awareness of the bit’s design and performance characteristics, reaching key targets within the Oil & Gas industry.

For the full Case Study, click here.

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Triad B2B Agency Honored as Finalist in AMA’s 2019 Marketer of the Year Awards

Triad B2B Agency of Dallas has been honored as a finalist in the American Marketing Association’s 2019 Marketer of the Year Awards. The agency is being recognized for its work in the Direct Mail Marketing and Energy Marketing award categories.

In the Direct Mail Marketing category, Triad is being celebrated for its “Bit in a Box” campaign for Fort Worth-based Ulterra. The campaign was devised to raise awareness of among difficult-to-reach corporate level decision makers. The campaign consisted of a 4-color, laminated carrier box containing a scale-model Ulterra drill bit and a 4-color brochure. Messaging highlighted the record-breaking performance of Ulterra drill bits in the Permian’s Midland and Delaware basins, while emphasizing the company’s unique capabilities in the areas of engineering, manufacturing and support.

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In the Energy Marketing category, Triad is being recognized for an integrated Advertising and Public Relations effort in support of a major new product launch for client Ulterra. The integrated marketing effort included print advertising, public relations, and in-depth feature articles developed in conjunction with leading trade publications. The product launch of the SplitBlade drill bit broke company records for market penetration, sales, and total feet drilled within the first six months.

“Having the opportunity to work with great clients is always the best reward, and the thing that keeps us inspired on a daily basis,” says Tom Prikryl, President and Founder of Triad B2B Agency, and a 40+ year veteran of the B2B marketing industry. “Being celebrated as a finalist at the American Marketing Association’s Marketer of the Year Awards Gala is a great recognition of the high-impact work we are doing for our clients.”

The awards will be announced at the Marketer of the Year Awards Gala, hosted by the Dallas/Fort Worth Chapter of the AMA on May 2nd.

About Triad B2B Agency

Triad specializes in B2B marketing communications. Founded in 1994, the agency is active in oil and gas, aerospace, building materials, financial services, automotive, industrial distribution, control automation, healthcare technology, supply chain management and more.

For more information, contact Triad B2B Agency at 469-484-6827, or by email at info@triadb2bagency.com

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Triad Clients Earn Industry Honors

Working with amazing clients is its own reward, but recently Triad nominated some of its clients for highly coveted industry honors.

In June, Triad nominated three senior executives of Ulterra (the leading drill bit manufacturer in the U.S., and one of the fastest growing drill bit companies in the world), for Petroleum Economist magazine’s annual awards, among the most prestigious in the oil and gas industry.

These included Ulterra’s CEO, John Clunan, as “CEO of the Year;” Marketing Director, Aron Deen, as “Energy Executive of the Year,” and Innovation Director Chris Casad as “Future Leader.”

The winners were announced in a black-tie gala ceremony in London on November 27:

John Clunan – CEO of the Year Runner-up

Aaron Deen – Energy Executive of the Year Winner

Chris Casad – Future Leader Runner-up

All three clients were in attendance in London, England, to personally receive their recognitions.

Separately, Triad had the honor of preparing nomination materials for Ulterra’s Chief Financial Officer, Maria Mejia, for Oil & Gas Investor Magazine’s prestigious “25 Influential Women In Energy” honors.  In November, Oil & Gas Investor announced Maria as a 2019 honoree. She will be recognized for the honor during an awards luncheon in Houston in March of 2019.

Award-winning work for award-winning clients — it doesn’t get much better than that!  Triad is honored to work with such outstanding clients, and proud to be part of them receiving the industry recognition they deserve.

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Triad B2B Agency Named as Finalist for Petroleum Economist Magazine “PR Agency of the Year”

Triad B2B Agency of Dallas, Texas, has been named a finalist for Petroleum Economist Magazine’s prestigious “PR Agency of the Year” award.

Triad is being recognized for its recent work integrating B2B advertising, sales support and public relations to support a new product release for its client in the oil and gas industry. You can view the full case study here.

Triad B2B Agency is an integrated marketing firm with services tailored to meet the requirements of the business-to-business marketer.

In the words of Tom Prikryl, President & CEO, “There is no greater sense of satisfaction than when we contribute to the success of a client’s business. Often that success is the result of the client and Triad working together as a true team, pushing past normal. That’s the value of, and reward for, a no-limits approach.”

The Petroleum Economist awards will be announced November 27, at a black-tie gala reception in London, England.
For more information, please contact Tom Prikryl, Founder and President of Triad B2B Agency, at (469) 484-6827, or email.