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Sunday May 05, 2024
Friday, 21 October 2022 00:00 - - {{hitsCtrl.values.hits}}
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From left: MullenLowe Group Sri Lanka Vice President and Chief Creative Officer Dilshara Jayamanna, Vice President and Executive Creative Director Harendra Uyanage and LoweLintas Vice President and Business Director Sean Pompeus
MullenLowe Group (MLG) Sri Lanka continues to gain international recognition for marketing effectiveness, being ranked 25th in the Regional Agency Rankings of Effie Effectiveness Index 2021. MullenLowe Group’s country and regional effectiveness ranking contributed significantly to the network ranking in which MullenLowe worldwide came in number 7 as the most effective network in the world and 3rd in APAC and in the Americas.
In the unfavourable business climate of a global pandemic and economic crisis, which saw budgets slashed and marketing activities curtailed, the agency was in effect recognized for doing more with less.
Industry watchers had seen this coming: At the Sri Lanka Effie Awards ceremony held in Colombo recently, MullenLowe Group Sri Lanka walked away with 16 awards for ideas that worked – one Gold, 2 Silver, 3 Bronze, 8 Finalist and one contributing agency award which in turn led to MullenLowe winning the prestigious ‘Most Effective Agency of the Year’ award.
This win made the MullenLowe Group Sri Lanka the first and only agency in the history of Effies Sri Lanka, to win the coveted title 3 years in a row.
MullenLowe Sri Lanka was one of 27 agencies that made a significant contribution to MullenLowe Group’s outstanding network performance. (This year’s rankings represent Effie Awards winners and finalists announced between 1 January 2021 and 31 December 2021.)
The Effies got their start in 1968 when the New York American Marketing Association created an awards program to recognize the most effective advertising campaigns, otherwise known as ‘Ideas that Work.’ One of the first awards programs to apply analytical rigour to evaluate the effectiveness of advertising, the Effie Awards now honour the most effective marketing campaigns and the agencies and individuals that create them.
MullenLowe Group Sri Lanka CEO Thayalan Bartlett said: “Our culture is to be intently focussed on being a result first company in anything and everything that we do. When it comes to our work we don’t get caught up with the frivolity of just being creative for the sake of being creative but we work extremely hard to make exceptional creative and work hard to deliver the results our clients expect from us.
“This is the only reason why MullenLowe Group as a company and its clients continue to be recognised as effective communicators annually where strategic creative ideation plays a catalytic role.
“The group nurtures and retains the cream of Sri Lankan creative talent through its 5 strategic verticals – MullenLowe, LoweLintas, LowePublic, LoweDigital, and LoweActive, which makes a huge difference in the outcome of the Effies annually and I am immensely proud of the team we have. They are indeed a special breed of professionals.”
Expanding on the theme of ideas that work, MullenLowe Group Sri Lanka’s Vice President and Chief Creative Officer Dilshara Jayamanna said: “The multiple crises we have faced as a nation in the past few years have shown us that now more than ever just how important it is to create work that is laser focused on delivering on expectations. The MullenLowe Group’s practice of hyper-bundling results in cross functional teams working in sync with each other to produce unexpectedly delightful work that creates exponential gains for our clients.”
