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Tuesday, 13 July 2010

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Jayantha Sittampalam:

Thirty years in communications

Renowned communication Guru and veteran advertising personality Cameron, Pale and Medina, Managing Director Jayantha Sittampalam recently completed 30 years in communications.

He can be regarded as a personality who stood ahead of his time with many innovations that foresaw the future trends in communication to his credit. For i


Jayantha Sittampalam

nstance, his Media Market concept where a platform was created for clients and suppliers to negotiate and deliver services online is more relevant for today’s scenario than it was for the year 2000.

At present it’s rare to find an advertising client who expects a total communication solution from an advertising agency. Instead, they rely on different parties to get the various stages of a communication concept done. So the Media Market concept would have been an ideal meeting point for clients and advertising services suppliers of today.

He also receives credit for in-store moving ads in supermarkets, a breakthrough concept during 2002, which has now been taken over by video display ads.

Currently known for his branding strategies, he is also a logo design specialist, with many innovative logo concepts for prestigious corporate clients, namely Institute of Engineers of Sri Lanka, Tudawe Brothers, M Entertainment, International Finance Corporation - SME banking roadshow, Kelsey homes and many other successful corporate branding initiatives.

His successes include campaigns for insurance, banking and finance, real estate and consumer goods. Since his involvement with the Galadari Brothers share issue in 1982, his interest in campaigns for the share market and IPO’s has positioned him as authoritative advisor on communications in this field.

An area where he left an indelible mark was crisis management. In one such situation, the local company Orange got embroiled in a legal battle with an Australian company, over a lighting and fitting brand, his strategic guidance saw not only the local company come out triumphant in litigation and became market leaders within a relatively short period of three months. He never stopped challenging norms. At a time when real estate advertisements showed houses, he took the bold and innovative step to show luxury of living instead for Kelsey Homes. It started a trend that still continues.

He is the world pioneer of Inclusive Communications which got the attention of international communication experts and consultants to multi-national corporates such as the crisis management PR campaign for Japan Bank for International Cooperation and event marketing campaign for International Finance Corporation and Unilever.

“In an increasingly competitive environment, business cannot succeed by advertising alone. This is where an Inclusive PR strategy comes handy in which all the stake holders are properly taken care of in contrast to advertising. Advertising focuses only on customers while Inclusive PR gets all the stake holders involved so that all of them have the same image about the company or brand. As a result, all the stake holders attach the same values to the company thus avoiding dissonance. Inclusive PR can give a resounding boost to a company’s public image at a fraction of the cost of conventional advertising,” Jayantha said.

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