âCreativity - the Holy Grail in advertisingâ
BRAND BUILDING: Advertising is not brand building. That is the
role and function of Public Relations (PR), Managing Director/Chief
Strategist of Cameron Pale & Medina, Jayantha Sittampalam said at a
The seminar sponsored by Cameron PR exclusively for super brands, was
built on Al Riesâ seminal work `The fall of advertising and the rise of
PRâ to learn vital lessons from the success and failures of global
brands and explore how they can be applied in the context of local Super
âAdvertising is for brand maintenance. PR is a natural place for the
new, different and original and it is for
- Picture by
building a new brand. Brands such as Microsoft, Google, Red
bull, Linux, Starbucks Coffee were built using PR,â he said.
He pointed out that advertisements are an attempt to sell and that
they are one sided. âCreative advertisements are new, different and
âMany things that lose their functional purpose turn into art forms.
Advertising has also fallen into a ring of art.
âCreativity and creative awards have become the Holy Grail in
advertising,â Sittampalam explained. Speaking on `Category-led
Marketing: An Inclusive Communications approachâ he said inclusive
communications involves all publics to deliver seamless communications
that build and sustain perceptions.
âInclusive communication considers communication to consist of
direct, indirect and non-verbal communications.
âIt also includes produces action plans and implementation methods
for category-led marketing communications,â he said.