Three advertising professionals to participate in Cannes Lion 2009
Charumini DE SILVA
The performance of the local advertising industry was quite
impressive, last year but unfortunately due to the global economic
downturn, the industry dropped 30 percent in the first quarter of year
2009.
Yet it will take an upward trend with the ushering of peace and the
advertising industry will pick up in Sri Lanka, President, International
Advertising Association (IAA), Surith Perera told Daily News Business.
“Advertising is an income generating expenditure. The companies which
fail to continue their advertising campaigns will be affected by sales
and this will have an impact on new customers to their business”, he
said.
With the economic development, individual companies will have their
own achievements. Since there was a reduction of 30 percent in the
advertising industry in the first quarter of 2009 we cannot predict a
target in the industry as a whole, but with the improvement of the
economy the advertising industry will also improve.
Advertising plays a central role in driving the economy. The media
depends on the revenue from the advertising industry.
“The challenges faced during the recession period was to get more
companies to continue their advertising campaigns and also to improve
the standards and creativity in the advertising industry”, Perera said.
Three young advertising professionals from the Sri Lankan advertising
industry were selected to represent the country at the annual Cannes
Young Lions Competition and the Roger Hatchuel Academy 2009. Cannes Lion
is the largest gathering of worldwide advertising professionals and is
the most prestigious annual advertising awards ceremony.
This is the first time that Sri Lanka is participating in the Cannes
Lions. The entry levels from Sri Lanka for this global event have
increased rapidly. It is also proof that the Sri Lankan advertising
industry has equipped itself to meet the new challenges in the marketing
communication arena.
There are 21 entries in nine categories for the upcoming Cannes Lions
International Advertising Awards Festival. Ms. Surani Perera was chosen
to represent Sri Lanka at the Roger Hatchuel Academy while Firzan
Mulafer and Lalindra Amarasekera were selected for the annual Cannes
young Lions Competition 2009.
|