TRIAD was founded by Selene Chin, a brand strategist and marketing leader with over 30 years of experience across Asia Pacific. Selene has led brand and marketing work for Singapore Airlines, Mastercard, Diageo, evian, Volvic, Levi's, Canon, Lindt, Ingredion, and Azalea Investment Management, among others. She has worked across agency and client-side roles, across B2B and B2C categories, and across Singapore and the broader Asia Pacific region. She is also the author of Fuzzy Goals, a business parable published under the pen name Lili Chien.

Selene is also the principal consultant at The Progress Practice, a strategy consultancy focused on brand perception and business alignment.

TRIAD works with established brands and companies across Asia Pacific, both B2B and B2C, who need content that reflects where the business actually is today, not where it was when the last brief was written. Our clients range from global FMCG brands to regional industrial companies to specialty ingredient manufacturers.

TRIAD makes four kinds of content.

Content that explains the complex: technical and B2B communication made clear without being simplified. Ingredion is one such client.

Content that entertains and engages: social media, campaigns, and activations that earn attention. The Laughing Cow, evian, Lindt, and Thursday Plantation are clients in this space.

 Content that elaborates: long form, thought leadership, and brand narratives that build authority over time. Canon is one such client.

Content that reflects the truth of where a business is going: website copy, imagery, and brand communications that close the gap between what a company has become and what the world currently reads about it.

No. TRIAD works across every channel where a brand's story needs to be told: websites, social media, campaigns, annual reports, product communications, and brand narratives. We start with the website when that is where the gap is most critical, because the website is the source of truth that AI tools and search engines read first. From there, we work outward.

GEO is the practice of making sure AI tools like Google's AI Overview, ChatGPT, and Claude surface accurate, current, and consistent information about a company when someone searches for it. TRIAD approaches GEO through content: writing copy that is specific, factually accurate, and structured so AI engines can read, parse, and cite it correctly. The website is the starting point because it is the most authoritative source AI tools reference. We then ensure the same story holds across every channel.

It depends on what needs to be made. Some clients come with a fully formed brief and a clear deliverable in mind. Others come with a problem and need help shaping what the content solution looks like before production begins. Some engagements are project-based: a campaign, a website content refresh, a product launch. Others are ongoing retainers where TRIAD functions as the client's content production partner across multiple channels and formats

We work with both retained and project-based engagements.

TRIAD has been operating for over seven years, working with regional and global brands across B2B and B2C categories in Singapore and across Asia Pacific.

TRIAD is headquartered in Singapore and works with clients across Asia Pacific.