CPM restructures to regain quality leadership

Cameron Pale and Medina (CPM), the advertising and marketing communication group has split into four distinct business units to focus on individual competencies the award winning advertising agency had acquired implementing the new concept of inclusive communication it pioneered in 2006.

Wilva Mudalige, head of Inclusive Media Monitoring sees a bright future for the nascent industry of monitoring mass media and is currently setting up electronic media (TV, Radio) monitoring	Amitha de Silva heads Inclusive PR unit of CPM, already established as the leading inclusive strategic PR service provider	Jayantha Sittampalam heads IDR, the specialist design house which claims to offer the best high impact creative money can buy	Kapila Sudath, master negotiator and media veteran heads Cameron Media, the media-buying unit of CPM

Anticipated benefits of the restructuring are improved service quality, faster delivery on all fronts while clients can expect greater value and higher quality in creative & design, strategy and inclusive PR, media buying, monitoring and research.

While CPM retains the portfolios of inclusive strategy (includes crisis management) as well as inclusive PR, new entity Inclusive Design Revolution (IDR) handles high impact creative and Cameron Media- the media buying arm- dashes out design and artwork for on high reach mass media campaigns at extremely low prices lavishing substantial savings on clients. Media buying company Cameron Media, under veteran media specialist Kapila Sudath plans to offer free concept, design and artwork on media budgets over Rs. 10 million.

Raising the quality bar on creative, award winning creative director and strategic planner Jayantha Sittampalam strengthens his grip on Creative and Strategy as head of IDR.

This new unit concentrates on high quality creative and inclusive communication strategy. IDR’s is the first design service to refund media commission in its entirety.

The refund makes IDR the most economical choice for high spending media clients who demand the best creative money can buy. ‘I believe it’s a win-win strategy.

The client gets high impact creative with measurement and feedback mechanisms built –in. And the beauty of it is, your refunded media commission is more than enough to pay for it!, exclaimed Sittampalam. After the success of some celebrated crisis management and engagement PR campaigns carried out locally, CPM introduced Inclusive PR as a definitive solution.

It now specializes in inclusive PR under Amitha de Silva, aiming to increase interest in engagement PR and indirect communication, two key elements in the implementation tool kit used in inclusive communication.

Wilva Mudalige heads the media monitoring and research sections Inclusive Media Monitoring (IMM) and Lanka Monitoring Agency (LMA) two firms that offer monitoring of news and advertising in over 43 publications. The service, upgraded to provide daily morning email alerts and a comprehensive web archive of all past information has been enhanced with a unique set of analytical tools to put market and competitor intelligence at users’ fingertips.

All told, the restructuring appears to be timely, with the market seeking service specialists instead of the one-size-fits-all solutions offered by full service agencies.

Whether the units will individually succeed depends directly on the quality and reliability of service.

In that, CPM has a lot to play for and the need for a greater commitment to specialization is only the starting point of its rise to preeminence, the agency hopes.