Young talent develops local advertising - IAA

Anjana Samarasinghe

In any industry advertising plays a pivotal role and today it has become a key component of the country’s economy.

Senior Vice President and VP (Education) of the International Advertising Association (IAA), Indra Abidin said

 the industry is growing fast and it is equipped with young, talented industry practitioners who support the development of the industry.

The advertising industry would drive the wheel of economy in any country and also improve the quality of people’s lives. It also creates tax revenues to the respective Governments and generates more employment opportunities in the country’, he said.

The local advertising industry has professional development and training programmes with high standards. The energetic practitioners in the advertising industry are keen on networking, knowledge sharing and exchange of ideas with the ad industry in other countries. These are signs of a progressing industry, Abidin said.

‘I did not notice any areas where the local advertising industry is lacking in. It always tries to maintain high standards in the industry.

However, the industry needs to strengthen further with the support of other industries such as media, manufacturing and come to a common understanding on how advertising could function in Sri Lanka, Abidin said.

He said continuous support and cooperation of the Government is essential for the advertising industry to contribute more towards the economic development of the country.

The Sri Lankan advertising industry needs to take the lead in promoting national brands in the international market and promote Sri Lanka in the international arena. The local industry has huge potential in promoting local brands internationally, he said.

He said that self regulation of the industry is very important and IAA Sri Lanka Chapter is actively involved in this process. Sri Lankan advertising industry needs to create a balance between culture, economy and the society. CSR is a critical component of the industry.

Responsible advertising could help the cultural, social and economic development of the country.

Talking about the advanced technologies Abidin said that Sri Lanka is fast in adopting new technologies which creates new opportunities for the industry and also help to be on par with the other countries.

There should be regular research and advertising indicators to monitor the best practices in the industry. There needs to be an apex body to take up consumer complaints on advertising and take corrective actions to maintain best practices.