Publicis expands Sri Lanka presence with full services of Saatchi & Saatchi
Oct 24, 2017 07:16 AM GMT+0530 | 0 Comment(s)
ECONOMYNEXT – Publicis Groupe is expanding its presence in Sri Lanka by offering the full services of its Saatchi & Saatchi communications company, given future potential in the island which is wooing foreign investors to speed up economic growth.
“We are making a massive commitment in launching this brand,” said Loris Nold, Global Chief Operating Officer, Publicis Communications Worldwide.
The new service will provide clients access to the group’s global network and marks the difference between the previous representational arrangement and a clear commitment to the market, he told a news conference.
Saatchi & Saatchi will operate under the Publicis Groupe, the world’s third largest communications company, joining the other brands such as Leo Burnett, Arc Worldwide, Publicis, Starcom and MSL which are already operational in the country.
Saurabh Varma, chief executive of Publicis Communications, South Asia, said advertising clients will now have the support of the entire global group and be able to leverage specialist skills.
“The old relationship was only an affiliate relationship and was never supported by the group,” he said.
“Clients had no access to the 6,500 employees worldwide, the discipline within the group, specialisation, expertise, the ability to leverage all disciplines to serve clients. That’s all absolutely brand new.”
Chalaka Gajabahu, chief executive of Saatchi & Saatchi Sri Lanka, said that even though Sri Lanka was a comparatively small market, the communications company was eyeing future growth potential.
The government’s drive to draw foreign investments and speed up economic growth served to increase the attractiveness of the market, he said.
“Most global agencies are already in the market but very few offer fully-fledged international services. They only use franchise or affiliation.
“Saatchi & Saatchi has something different to offer – a fully-fledged solution. Our international knowhow can be offered to local brands also,” Gajabahu told economynext.com.
Gajabahu expects much of future growth to come from digital channels given changing demographics with youth hooked on social media and data analytics offering better targeting abilities that can increase sales for clients.
Although the spend on digital media was still comparatively small, it was bound to grow, he said.
And traditional channels like television and radio will remain strong, as experienced in developed markets, despite the decline in print advertising revenue as print media makes a difficult transition towards digital.
(COLOMBO, October 24, 2017)