the same as it has always been. Trying to cause a change in consumer behaviour, through the humble means of communication. There are more opportunities than ever before to do that. And more challenges too. Hence, it is fascinating time to work in communications. Marketing gymmicks that worked 10 years ago, aren't appreciated anymore. Companies today are trying harder not just to be different, but to be different in a meaningful way.

think of communication as transportation. Although this notion stems from the 60's, there are still heaps of discussions about what should be in the ad, in stead of what the consumer should get out of it. This is amply illustrated by tag lines and copy of car ads. Today, unless you have the budgets to hammer a message home, you even need to go one step further: what is it that will draw the consumer to the message. Thinking like a publisher, rather than advertiser. Even though here in Sri Lanka, with an internet penetration of 2%, TV is still the big medium, the challenges are similar because of the clutter in the media landscape. For int'l companies, winning in emerging economies like Sri Lanka requires sharp local understanding. Local TVC's for instance, are by far the most successful; Coke is smaller than the local soft drink brand...

it is refreshingly unpretentious in the car market and void of the normal superfluous lifestyle claims: "Chevrolet: May the best car win". I liked Heineken's zomer campaign. Via social networks - other than mine - it reached all the way to Sri Lanka. Samsung has some smart, social media work on the internet!

My method is based on consumer insights. The classic notion of an insight: a truth that energises teams, inspires creative work and, when properly activated, changes consumer behavior. There are various insights: purchasing insight, brand insight, usage insight, creative insight, media insights, etc.. The inexperienced communication person will drive consistency for consistency sake - this is still common practice internationally also - while the experienced communication person will stay true to the concept but adapt communications to cater to the relevant insight in that particular situation.

This resulted in work for Tigo Sri Lanka, which created a oasis of simplicity and trust in a market where most telecom consumers were lost in an overwhelming complexity of offers, all with "small print", hidden conditions. Harping on "no conditions apply" and developing products that avoided the use of small print, we built a clear and differentiated brand position for Tigo in Sri Lanka. The creative insights were pretty much locally defined as: we speak the language of the common, man and entertain him. In other words: ads were quite funny. A simple and relevant message delivered in a fun manner. It still works.

the ability to educate and lead clients, because they know what they are talking about. Secondly, the drive of the team to really understand the world of the target group (which is not a given, how many advertising people actually spent time with the clients' sales people and customers?). Thirdly, the rigor to come up with a solid insight and an original way or idea that activates that insight, or, to come up with a creative idea so strong, that it almost "creates" the consumer insight. Fourthly, the discipline to measure and learn. These agencies usually have a pleasant, low ego driven culture.

results and client leadership

With fruit and vegetables I'd really like to do something else. The most beautiful products in the super market, have met with too few deserving marketing campaigns.

in all honesty, I'm not afraid to say you should come to me if you believe that good work is rooted in experience and good preparation. In other words, a crisp and clear strategy leads almost automatically to great communications.