New 4As board to revive advertising industry | Sunday Observer

New 4As board to revive advertising industry

21 May, 2023

The Sri Lankan Chapter of the Association of Accredited Advertising Agencies (4As) elected a new president and the Board of Directors for 2023/2024 at its annual general meeting recently.

The new 4As board consists of President Alann Lopez, Vice President Alvin Gomesz, Vice President Selonica Perumal, General Secretary Nathasha Martyn, Treasurer Subodha Pilimatalawwe and Directors Chrishantha Jayasinghe, Dilshara Jayamanna, Varuni Jayasekera, Wasaam Ismail, and Ahmed T. Hassan.

The 4As board launched its new 3R strategy - Resource, Revenue, and Reputation - recently with the aim of revitalising the association’s energy and reputation. Through this strategy, the board seeks to improve its resource management, generate more revenue for the industry, and enhance its reputation by forming strategic partnerships with other organisations.

With a focus on retaining, nurturing, attracting, and rewarding talent, the Resource initiative will see the implementation of various programs. The board believes these initiatives will help bring career development, raising the bar of creativity and encourage the young talent to join the advertising industry.

Within the last few years, the industry was hardest hit by Covid, the economic crisis, and government taxes. Under the Revenue initiative, the board aims to implement the right mix of initiatives that will help improve the revenue of the member agencies.

The board recognises that Reputation is crucial in the advertising industry and strategic partnerships with other bodies, institutions, and other stakeholders will help the industry gain learning, recognition and foster reputation.

The board is confident that its 3R strategy will revive the industry and restore 4A’s as a leading industry association.