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by Pravin Mendis

The Sri Lanka Institute of Marketing (SLIM) in collaboration with the Accredited Advertising Agencies Association (Four As) will hold the annual SLIM awards night at the Sri Lanka Exhibition and Convention Centre (SLECC) on March 9.

Chairman of the SLIM Awards Organising Committee for this year, G. S. Sylvester told the Daily News in an interview that the theme of this year's awards 'discover the good side of the bad times', was prompted by the economic setbacks of the previous year. "However, the record number of entries totalling 925 in all categories received by the SLIM Awards Committee has proved this theory right with an encouraging response for the Awards," Mr. Sylvester said.

Excerpts of the interview with Mr. Sylvester

Q: The SLIM has organised the awards ceremony for the 13th time to recognise creative talent in the print and electronic media advertising. How do you view the entries received for this year's recognition?

A: The Organising Committee has received more than 925 entries in all categories for this year's Awards ceremony. Compared to the 753 entries we received for last year from 24 agencies, this year we have received 925 entries from 28 agencies. The highest number of entries was received for the corporate image in the print category. The most sought after award for the 'campaign of the year' had received 144 entries this year.

There will be 145 awards in the four main sections of print, radio and television which will consist of 12 awards each in Gold, Silver and Bronze. Marketing Communications and other categories will consist of 11 awards in Gold, Silver and Bronze. The campaign of the Year will have three awards in each category.

The introduction of new marketing communications has also received a positive response from the agencies. Entries for Marcom awards are responsible for 32% of the total number of entries received this year.

The new Marcom areas cover areas of direct response marketing, public relations, corporate promotional material, internal, event and interactive marketing, packaging, promotions and point-of-sale material.

Q: Any special areas taken into consideration compared to last year?

A: Yes. There were many discussions and brainstorming sessions in which all major participants took an active interest in contributing ideas for the conduct of this event. We also worked with a blueprint committee who also came into the planning stage of the event. Their views were also taken into consideration. The introduction of new marketing communication categories was also special for this year.

Q: How do you view the participation of ANCL, Sri Lanka's major publishing house in this venture?

A: We are very happy to work with the ANCL who are our co-partners. One of the main reasons is that they have been very helpful and co-ordinating and also the wide media coverage through the publications that the ANCL provides in reaching to the masses which is extensive.

Q: How important is the SLIM Awards in developing the advertising industry in Sri Lanka?

A: The SLIM Awards are very important. Our mission is to develop, recognise and reward individuals and organisations who have developed advertising of true excellence, which in turn spurs Sri Lanka's advertising industry which will result in the furtherance of effective marketing. This is our 13th year that SLIM is organising this event together with our sponsors and within this time frame the industry itself has grown tremendously.

Q: How about the judges for this year and the judging process? Any special developments?

A: The panel comprised nine judges. Six of them were creative professionals while three others were from marketing backgrounds. Two of them were foreign judges from India and Thailand.

The Chairman of this year's committee was Renton de Alwis, former Chairman of the Sri Lanka Tourist Board. The judging took place from February 14-16 and for the first time in the SLIM Awards history, a fully computerised judging process was also introduced which enabled the judges to vote online helping to make the process easier for the panel.

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