You build a business around great people. It's not about creating a business with a bunch of roles that you then force-fit people into. We asked TRIPTK about the studio’s culture and, as we talked, Dylan actually sketched out on paper his visual concept of culture. For him, it’s an organic combination of talent, client roster, the environment and physical space, agency values and guiding philosophy.
“The most important thing is the idea of cultural nourishment. If we're advising clients on culture and how it impacts their business we need to give permission, time, and encouragement for people on the team to pursue the things they're passionate about,” Dylan said.
Easier said than done? Not quite. TRIPTK gave two unique examples of how it fosters this -- one is a “TRIPTK Plus One” program to invite an employee’s interesting friend or colleague into the office for a day. The other example of cultural nourishment is a bit more literal -- a monthly Dim Sum “debate” in which they pick a theme, a restaurant, and commence to eat and argue together to return to the office the next day with renewed inspiration and (hopefully) intact friendships.
What’s next for TRIPTK?
“We're building the bicycle as we ride it with with TRIPTK,” Sam jokes, but he likes the metaphor. One thing that’s propelling the bike forward is the studio’s recent partnership with Havas. “They came to be the absolute best partner for a business like ours,” Sam said. He’s excited about the agency’s unique leadership in the space and what he sees as a genuine creation of culture.
(They’re also excited about the launch of an “exciting semiotics product” that they would not divulge the name of. We’re intrigued.)
The future is also based in the reality of the industry and our world. According to a meaningful brands survey, which has been running with partners for about a decade, about three-fourths of existing brands could disappear tomorrow and people wouldn’t care.
“That's both startling but also affirming of the need to really focus on creating meaning for consumers,” Sam said. “We take that as a bit of our mission. If it's not meaningful, then we don't consider our job to be done.”
Sam recognizes a trend toward smaller, more nimble, more agile agencies in the space. But resources and reach remain important. “TRIPTK has a best-of-both proposition. A small boutique partner is fantastic in one respect for clients, but [you need to be able to] back that up with global reach or scalable resources to meet evolving needs,” Sam said.
“That's where we have staying power amidst the choppy waters of the industry at large -- because trusted, valued, and deep partnership will always be economically valuable,” Sam said.