BBDO Proximity to showcase advertising potential to world

Sanjeevi JAYASURIYA

Advertising industry worldwide has huge growth potential. Sri Lanka could be a destination for advertising work. It is possible for countries such as Bangladesh, Pakistan and even India to make advertising films in Sri Lanka as the comparative production cost could be low, BBDO Proximity Chairman Chris Thomas said.

BBDO Proximity Chairman Chris Thomas and BBDO Lanka Managing Director Santosh Menon at the media gathering to celebrate BBDO Lanka's first year operation. Picture by Sumanachandra Ariyawansa

Sri Lanka has certain advantages and location cost may be lower than India. The big production cost could be a substitute for creativity and there could be high value execution where Sri Lanka is a growth market, he said. BBDO worldwide, one of the most awarded networks in the world has recognized BBDO Lanka as a ‘force for good’ in Sri Lanka given the agency’s efforts towards environmental conservation. I am confident that we will see more great work from the BBDO Lanka team in the future. However, the challenge will be to attract more people for the industry as the structure of the advertising is changing, Thomas said.

The company has delivered innovative, creative ideas in the market place where BBDO Lanka marked the completion of a year of operations in Sri Lanka. The skills needed for advertising industry is changing as the industry rejuvenating and growing in massive strides and needs to meet the transformation process head on. More and more funds are allocated for advertising and increased investments by the multi national companies could be seen at present.“We have demonstrated our ‘work’ by not only delivering the effective communication material for our clients, but by also contributing to the environment. Our efforts include becoming South Asia’s first advertising agency to be certified carbon neutral and the launch of Asia’s first air cleaning mechanical hoarding,” BBDO Lanka Managing Director Santosh Menon said.

More recently, the agency supported by Kumar Sangakkara’ s “Bike for Life” initiative, an organization raising funds to buy bikes for children in the Northern region of Sri Lanka, providing them with much needed transport, that in turn enables them to pursue an education and better quality of life.

Elaborating on the plans the agency holds for the future, Memon said that our philosophy ‘the work, the work, the work’ extends far beyond delivering creative communication materials. While continuing to achieve results for our clients, we believe that it is important for this philosophy to translate in to all aspects of our actions and operations, an aim we hope to continue as we go forward.