Madison Media enters local market
Anjana Samarasinghe
Madison Media entered the local market in partnership with Media
Factory in Sri Lanka. Chairman and Managing Director of Madison
Communications (Pvt) Ltd Sam Balsara said that Madison Media Sri Lanka
is a joint venture between Media Factory in Sri Lanka and the Directors
of Madison Media.
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Chairman and Managing Director of Madison Communications (Pvt)
Ltd Sam Balsara, Picture by Saliya Rupasinghe |
“When we enter a new country it is important to understand the
culture, people and the local context. Media Factory a local company has
a clear understanding of the local market. Media Factory is similar to
Madison Media and is a local agency without international tie-ups. We
feel Media Factory is the ideal partner for our operations in Sri
Lanka,” he said.
In advertising it is important to separate creativity and media
planning. Companies need to have specialised creative agencies for the
creative aspects and a specialised company for media planning.
Madison Media Sri Lanka has been in the field of media planning for
various advertising campaigns of its clients. Madison Media is strong in
media planning in India. Madison Media in India will transfer knowledge
and expertise for the Madison Media Sri Lanka’s operations, he said.
“We are in the process of appointing a CEO for the newly formed
company Madison Media Sri Lanka. This company will cater to Madison
Media clients in India and will expand their businesses in the Sri
Lankan market.
At present we cater to Airtel and Britannia for their media planning
in Sri Lanka, he said.
Media planning in India is more sophisticated than Sri Lanka. In
India advertising is a USD 5 billion industry and Sri Lanka’s market is
relatively small.
Sri Lanka’s market will expand further when more international brands
enter the local market. The Sri Lankan media planning industry will be
sophisticated when more media measures flow into the industry, he said. |
