Bates Strategic Alliance celebrates 20th Anniversary
View(s):“Brands need to be real,” noted Josh Sklar, former creative director of Bates Asia, the parent company of Bates Strategic Alliance in Sri Lanka.
He made this comment at a special workshop titled “Brand Engagement in the New Digital World” hosted by Bates Sri Lanka at the Mount Lavinia Hotel on Tuesday to commemorate its 20th anniversary since its inception in 1993.
Set up as a pioneer integrated communications agency Bates specializes in public relations, advertising, BTL (below the line) activity and digital media and is a part of the global communications giant WPP.
The workshop highlighted the growing significance of digital marketing as a branding strategy in the modern age especially in light of the surging ‘social media culture’ around the globe and particularly in Sri Lanka, and was attended by members of the business community here and clients of Bates.
Speaking at the event Bates Sri Lanka CEO Nimal Gunewardena said that, “we really need to think beyond the broadcast media”. He further went on to stress the importance of digital marketing becoming a viable tool in the marketing culture of Sri Lanka.” We want to integrate the digital solution within the overall brand strategies we promote,” he said. Mr.Gunewardena reaffirmed the commitment of Bates to being a pioneer in this digital world noting that, “we have done a lot of things others have not done”.
Flown in for the anniversary from Texas, Mr Sklar who has been designing online since 1981, referred to social media networks as a “sea of opportunities”. “False assumptions influence results in traditional advertising. But with digital media results are very traceable,” he said.
Mr. Sklar further elaborated on the need for an immediate transition into digital marketing by advertisers also noting that there appears to be a fear and a reluctance to engage in this transition.
He noted that “marketing is not working the way it used to” and that for marketing in the digital age “the assembly has begun”.
Mr. Sklar also went on to remark that “display banner ads don’t work and they have never worked”.
(SP)
Follow @timesonlinelk
comments powered by Disqus