Third Shift and Moratuwa University research recognised at ISBM World Conference – Bangkok, Thailand

Independent media agency Third Shift Media, together with the University of Moratuwa, has received international recognition after presenting four research papers at the ISBM World Conference, Bangkok, Thailand September 2025. The studies explored how artificial intelligence and decision science can be applied to improve the way media planning is done. Since its founding in 2017, Third Shift has believed that media planners should do more than just number-crunching.  

They should be free to think creatively, focus on consumers, and drive meaningful campaign impact. This vision was reflected in the collaborative research, which tackled challenges such as media mix efficiency, campaign scheduling, and linking advertising to real sales performance. The papers introduced models using machine learning and genetic algorithms, multi-criteria decision analysis (Fuzzy AHP) frameworks, predictive sales modelling with XGBoost, and TV scheduling optimisation with mathematical programming. 

Student contributions 

The research was led by Thejan Dulara Gammampila, Sasini Gandhari Dabare, and Sandali Tharumini Wellehewa, students of the Department of Decision Sciences, Faculty of Business, University of Moratuwa, under the supervision of Dr. Indra Mahakalanda and with Prasanga Jayathunga of Third Shift as external supervisor.  

Voices of gratitude

Moratuwa University Department of Decision Sciences Dr. Indra Mahakalanda, highlighted the academic–industry partnership. “This is a good example of what happens when research is not left in books, but applied to solve real problems. It was rewarding to see our students’ work make a meaningful contribution.” 

Third Shift Founder/Director Chrishy Kothalawala added, “From the beginning, our dream was to bring creativity and science closer together. Seeing our work acknowledged on an international stage is both humbling and encouraging.” 

Third Shift Managing Director Kapila Vidanagamage said: “This recognition is not just about us. It shows what’s possible when Sri Lankan industry and academia work together with curiosity and commitment.” 

Third Shift Director Prasanga Jayathunga noted: “For too long, optimisation in media was spoken of as if it could be done manually. By building AI-driven models, we’ve shown a new way forward. This is only a first step, and there is more to learn and refine. Having been named Best Media Agency in Sri Lanka at the 4A’s Advertising Festival and Best Media Agency in the Rest of South Asia by Campaign Asia in 2024, we see it as our responsibility to take the industry forward — by investing in innovation, knowledge, and the next generation of media thinkers.” 

Third Shift CEO Asantha Kalyananda said: “Our hope is that this work encourages the wider industry to explore innovation with openness. It’s about making media planning better for brands, consumers, and the profession itself.”

Now part of Third Shift and researcher Thejan Dulara Gammampila reflected: “As a student, it was an exciting journey to work on research that mattered beyond the classroom. To now apply those learnings in practice at Third Shift feels very fulfilling.” 

 

Collaboration at core 

The recognition was made possible through the academic guidance of the University of Moratuwa and the support of Third Shift’s partners Shift, Media Factory, and Midas. Together, they continue to explore new ways of combining research and practice to shape the future of media planning in Sri Lanka.