|
|
 |
 |
 |
| Tuesday, 5 October 2004 |
 |
|
 |
Business | |
| News Business Features Editorial Security Politics World Letters Sports Obituaries
|
Bates Asia Strategic Alliance re-branded One of Sri Lanka's leading marketing communications agencies, Bates Strategic Alliance re-branded itself as a part of a unique Asian-focused network, Bates Asia. Following the acquisition of Bates Worldwide by the global giant WPP, the agency's Asian network has been re-oriented to focus on the Asian region. Commenting on the new identity, the local Agency's CEO Nimal Gunewardena said that the change is not just a new look and logo but also a renewed focus on approaching local markets through a philosophy of recognising and staying relevant to the changing consumer and media and economic environment. Bates Strategic Alliance, which started 11 years ago, looked beyond advertising and advocated the concept of Integrated Marketing Communications (IMC) developing expertise in a variety of other communication tools such as PR, events, sponsorships and direct marketing. The Agency believes that the changing media scene, with the proliferation of TV and radio channels and publications and the fragmentation of audiences, as well as the changing consumer habits, not only with respect to consuming brands and new products but also in consuming media, and also the advent of various new forms of "media", requires radical re-thinking by marketers and agencies. "We are questioning the effectiveness of practices which many marketers and agencies still engage in. These include ad bombardment, the 30 second repetitive TVC, efforts to brainwash consumers through repetition and recitation of features and benefits, use of "aspirational" models and situations that consumers cannot relate to, as well as the reliance on advertising only sans integration with other consumer interfaces and communication tools," Gunewardena said. Asia represents a region that not only is home to 60% of the world's population, but also a dynamic one where large markets such as China and India are expected to grow into economic superpowers over the next 15-20 years. Then there are the "tiger" economies of Asia, which have been showing the way, and aspiring economies like Sri Lanka. The high growth potential of the region in this "Asia's Century" makes Bates Asia a timely business idea. However, despite its identification as a continent that's linked through Eastern values, the vast geographical spread and diversity of its peoples requires a different approach from western-originated global advertising prescriptions to one that has local relevance built on deeper understanding and insights of the local consumer and his cultural and media context. They have also adopted a new logo with grains of rice. Rice is the common staple food of Asia. So it is an apt Symbol for the new network. But as we say, "rice is not rice is not rice" and like the many varieties of rice in Asia, the diversity across Asian markets is what we need to recognise in understanding each of our markets better and creating marketing communications that are relevant and effective in each market. For its re-launch, Bates invited eight top ad industry people from the region to discuss the changing advertising and media scene at an Open Forum last Friday at Trans Asia. Among the regional visitors were Jeffrey Yu President of Bates Asia and Matthew Godfrey COO of Bates Asia. The launch also included workshops titled "Creative Fusion" and "Ideas Jam Session" to teach creativity through jazz and fusion music, which was conducted by three top Indian Creative Directors who are also jazz musicians. The workshop was exclusively for Bates clients and the media and the other for the Agency's staff. |
|
News | Business | Features
| Editorial | Security
Produced by Lake House |
