CPM restructures to regain quality leadership

Cameron Pale and Medina (CPM), the advertising and marketing communication group has split in to 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.

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 and 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 IDR head. 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,” Sittampalam said.

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 specialises 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.

Inclusive Media Monitoring (IMM) Media monitoring and research sections and Lanka Monitoring Agency (LMA) head Wilva Mudalige, 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 specialisation is only the starting point of its rise to pre-eminence, the agency hopes.