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IAA Sri Lanka Chapter hosts Media Mantra 2018


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Accentuating its new positioning and commitment to education within the Sri Lanka market, the International Advertising Association (IAA) Sri Lanka Chapter recently held a workshop called ‘Media Mantra – To Win in a Connected World’ at Citrus Waskaduwa. 

Media Mantra 2018 provided a practical overview of media planning, buying and evaluating in Sri Lanka; the workshop was designed to help brand leaders make informed decisions that will help manage their brands media investment better.

The workshop included over 50 media, advertising, marketing professionals and industry experts from across the media agency fraternity sharing hands on experience, insights and best-in-class processes that helped identify the most valuable audiences along with the most effective ways to engage them amidst the dynamic realities of the new-world. 

The workshop consisted of discussions on relevant topics such as the current Sri Lankan media landscape, media planning, the terminology used, setting KPI’s & business objectives, media integration, digital ROI and measurement followed by group assignments where participants were required to present a media plan at the end of the program.

Discussing the need for such a workshop, Project Chairperson Theja Peiris said: “We felt that the next generation of marketers should be equipped with the knowledge to fully understand the complexities and nuances in this ever-changing media landscape. It was gratifying to see the positive reaction the participants had and of course, we are so appreciative that so many accomplished speakers were willing to come and share their experiences with the participants.”

One of the participants at the event, Sachini Gangoda remarked on her experience, “It was eye opening for me because whilst I am in advertising, we are rarely exposed to the nitty-gritty of media planning and all that goes into it, so I was really grateful to be a part of the workshop that provided a good overview of all that it entails.”

Nilusha Wanasinghe from the media industry said that she walked away with a renewed sense of urgency regarding the role digital media needs to play in Sri Lanka’s media landscape and Chintani Mendis from the marketing community felt that the workshop provided her with the tools necessary to fully appreciate the nuances and contribute more significantly when it came to media planning for her brand. 

IAA Sri Lanka President Laila Gunesekere-Martenstyn commenting on the workshop, “The IAA was delighted to hold Media Mantra 2018 after a long hiatus of eight years. The involvement and interaction of the participants was indicative of the calibre of presentations all of which were engaging and professional. The IAA is dedicated to developing the next generation and raising the bar of the industry as a whole.”

The International Advertising Association (IAA), headquartered in New York, was founded in 1938 to champion responsible marketing. The IAA, with members in over 40 countries, is a one of-a-kind global partnership comprising advertisers, media, advertising, media companies, and educational institutions. 

The IAA is a platform for industry issues and is dedicated to protecting and advancing freedom of commercial speech, responsible advertising, consumer choice, and the education of marketing professionals. For more information, please visit iaaglobal.org.


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