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| Thursday, 18 March 2004 |
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EDB helps Lankan ad agency gain foothold in Chennai The Sri Lanka Export Development Board (EDB) recently selected Cameron, Pale and 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 groundwork and implementation - under the guidance of their regional or international headquarters. However, this is one of the few instances, where a local advertising agency, has carried out integrated marketing communications activities in another country - from media advertising, to public relations, direct 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 has 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. |
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