Triple Strength Inc.

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June 5, 2017 Issue



Merger creates global marketing agency with keen eye for design



Hung Nguyen

President and Creative Director

Triple Strength Inc.



Interview conducted by:

Lynn Fosse, Senior Editor, CEOCFO Magazine, Published – June 5, 2017


CEOCFO: Mr. Nguyen, what is the concept behind Triple Strength Inc.?

Mr. Nguyen: The concept behind Triple Strength is a promise to our clients to deliver on the three core services they need from us. With Triple Strength, a client isn’t getting “strategic innovative creativity” or any other combination of buzzwords. With Triple Strength, you are getting a team of marketing professionals committed to solving your concerns.


CEOCFO: How does that play out on a day-to-day basis in your interactions?

Mr. Nguyen: Exactly like it sounds. What we are doing is finding the right solutions - in terms of strategy, creative and technology - for our clients. “Triple Strength” is a promise to go above-and-beyond, to go that extra mile, to do whatever it takes to ensure our clients’ success.


CEOCFO: What types of companies are turning to you for services?

Mr. Nguyen: We serve a wide variety of clients, ranging from retail and non-profit to business-to-business to industrial and manufacturing. Our clients come to us from Main Street and Wall Street. Our clients come to us from across town and around the world.


CEOCFO: Are companies turning to you because they understand you will go that extra step or pleasantly surprised to see the depth of your work for them?

Mr. Nguyen: Our promise kind of sells itself. We have over 25 years of experience leading our clients to highly effective, measurable, actionable results – the kind of results that keeps everyone excited about working together. In fact, most of our work is the result of referrals. So much, in fact, that we don’t even have a dedicated sales staff out there beating the bushes. Twenty-six years of going those extra miles has led to consistently satisfied clients who continue to appreciate our approach to helping them accomplish their goals.


CEOCFO: What led you to taking the company over in 2010 and how has it grown under your leadership?

Mr. Nguyen: To be honest, it hasn’t always been easy. But I knew back then that the most important thing was our commitment to our clients, and that one thing has been our driving force over the years.


CEOCFO: You acquired Tin Cans Marketing earlier this year. What did that add to Triple Strength?

Mr. Nguyen: In the past, Triple Strength was very focused on Creative. Tin Cans was focused on Strategic Marketing. Our core focus and our teams were very complementary. We knew we could be stronger together – offering our clients even more opportunities for long-term success – working together.

The acquisition means Triple Strength is even more capable of delivering on our promise, and it means a place in the global marketplace we hadn’t explored before. Today, you might say that we are a global marketing agency with a keen eye for design.  


CEOCFO: Do you tend to have ongoing relationships with your clients or is it more that they come to you for a specific engagement?

Mr. Nguyen: It is all about relationships. Many of our clients today have been with us since 1998. Clients who came to us for design and branding have trusted us to migrate them into the digital marketing world. Even clients who come to us with a specific project in mind tend to come back when other projects come up, because they know us, and they trust us.


After two-plus decades of successful collaboration, our clients understand that our team of strategists, creatives and programmers actually care about them – actually care about their success. It’s safe to say that Triple Strength does not serve markets, or industries, or even companies. We serve people – specifically, people who want to build great business relationships based on trust, respect, and world-class marketing.


CEOCFO: When you are working on a project for a client, how do you put together statistics and trends along with gut feeling or personal preference? Do you keep personal preference out when working for a client?

Mr. Nguyen: It’s not about gut feelings or personal preferences, although decades of experience does build some outstanding intuition. Our team – and our clients – understand that the goal is to create measurable, actionable results. That means best-practices. That means research. That means collaboration with healthy give-and-take, all put together and contrasted with market trends and measurable expertise. In the end, it has to mean exceeding the client’s goals.


We go through an extensive evaluative process where we gather all of that information. Our design and development process is based on the information that we collect. Whether the goal is a new logo, a new website or a complete rebrand, personal preference – ours or our client’s – only matters if it leads toward success.


CEOCFO: Are their particular types of projects you enjoy more, given a choice?

Mr. Nguyen: Whether we are working on a new brand or developing a strategic marketing program, what we really want to do is build great relationships. We enjoy working with clients, and our team loves nothing more than seeing their work make a real difference – not just to the business, but a real, measurable difference in the lives of our customers.


CEOCFO: When working with global clients what goes into understanding the differences that might exist in different areas of the world or is that easy given your experience?

Mr. Nguyen: Language and culture can be challenging, but our experience working with people all around the world redefines “challenging” to become “exciting opportunity.” Being mindful of other cultures isn’t just polite – it’s a marketing requirement! Once, a client was moving into a Chinese market with a brand name and slogan centered around the word “advantage.” Culturally, that just wasn’t going to work – as there is no context in that culture for “advantage.” A successful entry into that market meant a completely new brand identity that would reach that audience in a way that matters to them.


CEOCFO: What is next for Triple Strength?

Mr. Nguyen: Growth. The Tin Cans acquisition essentially doubled Triple Strength, and it is already clear that together, we are greater than the sum of our parts. Whether we measure by personnel, book of business or annual revenues, the next couple of years will represent exponential growth for us.


CEOCFO: Is it harder than you thought to combine two companies? Are you surprised at what is involved?

Mr. Nguyen: Mr. Nguyen: We are still in the final stages of the merger, working to meld two different processes, not only in terms of production, but also in terms of billing, finance and even culture. And, of course, we are also making sure that we continue to deliver quality products and services to our clients.


Fortunately, we are not combining two very different businesses. In fact, we have learned over the past few months that we have more in common than not. If anything was a surprise, it was learning how similar we really are, and just how much our teams complement each other.


CEOCFO: Put it all together for our readers. Why chose Triple Strength Inc.?

Mr. Nguyen: Strategy. Innovation. Creative. Three things most agencies promise but few consistently deliver are, in fact, the very core of Triple Strength. It’s our promise.


“Whether we are working on a new brand or developing a strategic marketing program, what we really want to do is build great relationships.”- Hung Nguyen


Triple Strength Inc.








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