The Hindu Business Line : Starcom MediaVest to foray into Sri Lanka next month

STARCOM MediaVest Group has announced that it will launch operations in Sri Lanka early next month. Starcom will usher in a completely new concept in media specialisation to the market, it said.

The Sri Lanka operation will be the network's 111th office. Sri Lanka becomes the 68th country in which Starcom is present. Starcom Sri Lanka will bring to the island its promise of "fuelling brand power."

Starcom's entry into Sri Lanka is timely as it will bring to the market a complete set of contemporary global media processes and tools for media planning and buying. Starcom Sri Lanka will be established as an independent company but will be supported by the quality and reputation of Leo Burnett Solutions, a marketing communications company in Sri Lanka.

Commenting on Starcom's entry into Sri Lanka, Mr Ravi Kiran, CEO, (South Asia), Starcom, said, "It is our belief that the Sri Lankan media market is evolving fast. As consumer choices grow and marketers are faced with greater opportunities and challenges in the dynamic market place, we are happy to bring in our international expertise and best practices from around the world. This first-in strategy would also be an important step in maintaining the long-term competitive advantage that SMG already holds globally."

The new company will comprise a young team headed by a Chief Executive Officer, Mr Sushruta Samanta, seconded to the Sri Lankan office by Starcom India. Mr Samanta brings with himself an experience of almost eight years, having previously worked in Carat Media Services, MindShare, Zee Network, and AC Nielsen-ORG MARG.

Talking of the new development, Mr Samanta said, "I am excited and eagerly looking forward to explore the media landscape in Sri Lanka. The economy has bounced back after the catastrophic tsunami in 2004 and is pulsating with the sound of a consumer-centric market place."

The company has already begun recruiting people to participate in this international venture.

Those recruited will be trained in using Starcom's proprietary processes and tools, and specialist training to allow them to better function in the field of media.