Zenith Marcom treads new ground

Branding, Marketing Communications and Advertising are disciplines that involve diverse tasks, ranging from naming and developing a brand to planning, evaluating and executing concepts and mediums to promote products.

Such have been some of the tasks of Zenith Marcom, a dynamic Advertising and Marketing Agency in the country. A spin-off of Zenith Advertising, it opened its doors five years ago, and continues to flourish today under the guidance of Ms. Felicia Dean, a pioneer in the local and international advertising industries. Zenith Marcom launched brands such as Mobitel, Mc Foil, Pro-Life Batteries, E.B. Creasy (three-wheeler) and Civaro.

Zenith Marcom's COO, Niranjan Dep Weerasinghe, has used his wide experience in organisations across the world, to bring new disciplines to the local advertising industry.

'Brandaid' is a new concept, which was introduced by the Zenith Marcom team, led by its COO, He said he was inspired in developing this concept, by the following passage: 'Today's marketing isn't simply a business function. It is a philosophy, a way of thinking and a way of structuring our business and our mind. Marketing is part of everyone's job, from receptionist to the board of directors. Marketing's task is to design a product/service combination that provides real value to targeted customers, motivates purchase, and fulfils genuine customer needs.'

Weerasinghe said, "There is a need to address this kind of thinking, because in today's customer context, each is entitled to their own perspective of product value, a very democratic consumer culture whose individualism needs to be treated individualistically."