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| Sunday, 21 March 2004 |
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Business |  |
| News Business Features Editorial
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Lankan ad agency gains foothold in Chennai The Sri Lanka Export Development Board recently selected Cameron, Pale & Medina, a wholly Sri Lankan owned advertising agency, to carry out the entire Advertising and Public Relations campaign relating to the opening of the Sri Lanka Trade Centre (SLTC) in Chennai. The SLTC, set up by the Sri Lanka Export Development Board, will function as a permanent gateway for Sri Lankan manufacturers who wish to showcase their products in India. In trans-national advertising, the usual practice is for international advertising agencies to use the resources of their local branch to carry out the necessary groundwork and implementations under the guidance of their regional or international headquarters. However, this is one of the few instances, where a local advertising agency, with no overseas affiliations, has successfully carried out the entire gamut of Integrated Marketing Communications activities in another country - from Media Advertising, to Public Relations, Director Marketing, Below the Line Advertising and Event Management. This project has also helped Cameron, Pale and Medina prove itself in cross-border advertising, while gaining a valuable foothold in Chennai. Thus, the Agency has positioned itself as the first to 'export' local advertising talent. While the assignment of this project to a Sri Lankan advertising agency as helped save valuable foreign exchange, it is also a source of pride and inspiration to the local advertising industry. The signing of the Free Trade Agreement between the governments of Sri Lanka and India has created a conducive environment for private and public sector organisations from both countries to set up cross border operations. Though many Indian companies have already set up operations in Sri Lanka, the response from Sri Lankan companies has not been as prompt. In this context, it should be noted that the Advertising and Public Relations campaign by Cameron, Pale and Medina, is a noteworthy example for Sri Lankan companies to emulate and to think beyond our borders - to reach out to a market of over a billion people. |
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