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| Sunday, 21 December 2003 |
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| News Business Features Editorial
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ABC Radio MD heads advertising association Raynor Silva, Managing Director Asia Broadcasting Corporation (ABC Radio) was elected President of the International Advertising Association - Sri Lanka Chapter (IAA SLC) for 2003/2004 at the IAA Annual General Meeting held recently. Silva succeeds Kosala Dharmawardane. The 2003/2004 committee also includes Vice Presidents Ranil de Silva, Managing Director, Leo Burnett Solutions Inc, and Amal Cabraal, Brands Director, Unilever. The Secretary is Thayalan Bartlet, Director (Client Services), J. Walter Thompson. The Treasurer is Vivek Chand, Head of Consumer Banking for Standard Chartered Bank. The Directors of the committee are Sandya Salagado, Chief Executive Officer, Ogilvy Outreach, M. G. M. Malik, Director (Marketing), EAP Networks and Sujan Wijewardana, Director, Wijeya Newspapers. Silva told the gathering that his tenure will be dedicated towards the development of the image of Sri Lankan Marketing Communications (Marcom). "My long-term objective is to make the IAA Sri Lanka branch the strongest association relating to the communication industry in Sri Lanka with the participation of all Marcom-related companies; having an all encompassing role of ensuring good governance and standards in all related aspects," he added. He spoke of a renewed effort on behalf of IAA-SLC in improving several key areas such as organizing and supporting seminars and workshops which will also be supported by IAA's Asia Pacific partner and international associate network. He also added that the committee he chaired would gear itself to the setting up standards for surveys and research conducted in relation to the Marcom industry which is another aspect that has, as yet, not been properly defined. Silva also indicated his desire to see the IAA-SLC take on the role as mediator for any matters involving IAA-SLC members in contention with any non-member organization which pertain to the Marcom sector in the immediate future. This stance by the IAA-SLC further suggested intervention from the IAA if required. The meeting was also the forum for the statement of short-term tactical maneuvers by Silva. These immediate tasks involve the creation of awareness of the IAA and the role it should ideally play in the local Marcom industry. Another task would be to present the IAA to the government of Sri Lanka as a credible organization able to effectively monitor the industry while promoting self regulation, best practices and good governance in the Marcom sector. Silva also stated the need for increased membership from both individuals and corporates, especially from advertisers, advertising agencies and media organization as increased representation leads to better conditions for the industry the IAA-SLC will be able to then better defend the right of its members. He identified items such as setting industry standards for tariffs, piracy and copyright matters, eradicating unwarranted bureaucracy and free commercial speech as issues where positive progress could be made if there was heightened cooperation among advertising industry professionals and their clients. The International Advertising Association is one of the largest associations in the Marcom industry spanning 99 countries with a network making up 5,000 members who are responsible for 98 per cent of all advertising spending. |
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