OMD Sri Lanka - The Credentials
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Transcript of OMD Sri Lanka - The Credentials
PROFILE
OMD – Sri Lanka
Effies 2010 Bronze Award Winner in the Category of
Packaged foods, Snacks / Desserts / Confections
OMD : a brief background
A heritage of 40 years across industries and mediums Media innovations/Great steals
- Commercial break on premier News channel (SLRC)- Sinhala language jingle on English Radio- “Trailermercial” – the mixing of the programme trailer with memorable parts of
the commercial thus stretching the ad rupee as Trailers are FOC- Advanced Media Buying (AMBs) / Competition block-outs- The first branded TV programme with Sirasa TV – Dulux Cricket Show
Category experience:- Financial Services: AVIVA NDB Insurance, Standard Chartered Bank,
Commercial Bank, Bank of Ceylon, Central Finance, Unit Trusts- FMCG: Unilever, Fonterra, Keells, Glaxo, Hemas, Swadeshi, Prima, Harvest,
Amul, Rich Life, Jones Overseas - Regional networking clients: Visa International, ICI Dulux, Fonterra,
Etihad Airways, Standard Chartered Bank, Allianz
TAL Group of companies
S r i L a n k a
THE TRANSITION OF OMD SRI LANKAOVER THE YEARS
Sri LankaMedia Department
1971 - 2006 2006 - 2010 Since January2010
Since January 2010 with the establishment of OMD Sri Lanka the company has undergone significant changes whilst retainingall the strengths of the TAL Group over the last 40 years
OMD Sri Lanka
Sri Lanka
Media PR Digital
OMD Sri Lanka structure
Champika ThalgodapitiyaDirector Media/PR
Niroshan DiasDirector Media Buying
Ruchira WeerakkodyManager Planning/Social Media
Venura Kaluperuma
Media Buyer
Keith WijesuriyaCEO
Manoj Silva
Graphic Designer
OMDAsia Pacific Team
Roshni Wijesuriya
PRCoordinator
K A W Silva Media Traffic Co-ordinator
Keheli Sumanasena
MediaBuyer
Board of Directors
Darshani EkanayakeSocial Media Co-ordinator
OMD Worldwide
Investing in billions of dollars in media across 140 offices in over 80 countries
The largest media agency globally
The most creative and awarded media agency in the world
Global HQ in NY; Asia Pacific HQs in Hong Kong and Singapore
OMD Asia-Pac Team
Barry CupplesCEO – OMG Asia-Pac
Guy HearnResearch & Consumer Insight
Lee SmithDigital
Gavin GibsonCommunication Planning
Laura GordonNew Business Development and Marketing
Angela TanPR & Communication
Leela NairRegional Account Management
Vincent TieWeb & Application development
Ominicom Group
Introduction to Media Planning
OMD Processes
The Process & Tools in Brief
Client’s Media Brief
OMD Tools
SELECTOR CURVE PHASER
LMRB People’s Meter software
PM Channel Share
PM Programme Performance
Sigma Evaluation
SRL
Media Facts (Radio/Press & Demographics)
Information Research
JOB MANAGER SOFTWARE
Planning & Operations
Process Outline
Receiving Media Brief
Analyzing Target Audience’s media habits (identifying media touch-points)
Medium Selection based on research findings (TV, Radio, Print, Cinema, Digital, SMS, etc..)
Media Vehicle Selection (TV / Radio Stations, Cinemas, Publication, etc..)
Set R/F Guidelines derivation based on media brief, industry standards & level of competition
Programme selections based on Audience Ratings, Medium Mix & Channel Mix
Negotiating value additions, min. CPRP levels based on investments / commitments
Derivation of initial plan
Pre-Evaluation of initial plan to measure targeted reach objectives
Re-structuring the plan for deviations & re-evaluating till the target objectives are met
Present the final plan to the Client – if approved proceed with scheduling, if not revisions to the
plan accordingly
Our Competitive Edge
The OMD network Support
100% customized Media planning, buying, implementation and monitoring
Dedicated teams for media operations
Strong rapport with media houses
Strong PR arm to add value and enhance corporate image
Effective bargaining power with total media clout
Over 40 years of experience in the industry
Investment on Training & Development
Constant upgrading of software and systems
Innovative & Analytical approach to individual campaigns
Our Clients …
with overall Rs. 400 M – 600 M average media investments each year
Our Clients …..
OMD Media
Since 1988Since 2004
Since 2005Since 1998
Since 2001
Since 2003
Since 2003
continued….
Our Clients …..
OMD Digital
Our Clients …..
OMD PR
Etihad Airways
Objective Re-launch of Etihad services in Colombo
Obtain maximum coverage through electronic and print media in Sinhala/Tamil/English languages
Activities Press Conference
Press/TV/Radio/Magazine coverage over period of one month
Press 44 articles + 6 Magazines articles LKR 1,693,733.75
TV 6 Channels LKR 185,000.00
Radio 8 Channels LKR 65,000.00
TOTAL PUBLICITY VALUED LKR 1,943,733.75
OMD PR – Case Studies & Success Stories
Media Conference for Etihad Airways- January 2010
OMD PR – Case Studies & Success Stories
OMD PR – Case Studies & Success Stories
Hemas Pharmaceuticals Ltd
Objective Communicating the launch of “Solo” Sugar Sweetener in SL
Obtain maximum coverage through electronic and print media for the launch event.
Activities Organizing Press Conference
Press/TV/Radio coverage within a period of 3 weeks
Press/Magazines 25 articles in Sin/Eng/Tam LKR 1,106,413TV 6 Channels in Sin/Eng LKR 419,417
Radio 9 Channels in Sin/Eng/Tamil LKR 92,500
TOTAL PUBLICITY VALUED LKR 1,398,719
ADVERTISING EQUIVALENT LKR 4,785,502
Hemas Pharmaceuticals - Solo Launch - January 2010
OMD PR – Case Studies & Success Stories
Akzo Nobel Lanka Ltd (Dulux Paints )
Objective Communicating safety aspects of Paints to the general public
Obtain maximum coverage through electronic and print media within a shorter period of time
Activities Calling a Press Conference within 24 hours
Press/TV/Radio coverage within a period of 3 weeks
Press 12 articles in Sin/Eng LKR 916,733TV 8 Channels in Sin/Eng LKR 299,000
Radio 10 Channels in Sin/Eng/Tamil LKR 93,466
TOTAL PUBLICITY VALUED LKR 1,309,199
OMD PR – Case Studies & Success Stories
Coordinated and conducted theVisa International Awards function.Pl note: Client based overseas
OMD PR – Case Studies & Success Stories
Prima Kottu Mee
Calendar Launch – Dec 2009
OMD PR – Case Studies & Success Stories
Prima Kottu Mee
Calendar Launch – 2010
Model Hunt & Fashion Show
OMD PR – Case Studies & Success Stories
Prima Under 15 Cricket sponsorship with SLC – 2009
OMD PR – Case Studies & Success Stories
Prima Under 15 Cricket sponsorship with SL Cricket – 2010(Provincial & District Champs)
OMD PR – Case Studies & Success Stories
Coordinated and conducted 2 VISA promos in Sri Lanka
OMD OOH – Case Studies & Success Stories
Coordinated Event and Media conference for the Standard Chartered Bank “Vision Run”
OMD OOH – Case Studies & Success Stories
Reminding Sri Lanka that all it takes is… VISA POWER
OMD OOH – Case Studies & Success Stories
VISA International – the 900 Glow Signs roll out in Sri Lanka…
OMD OOH – Case Studies & Success Stories
Taking to the streets with the soothing sensation and exciting sounds of the Navaratne Cool-Cool Head Massage Promo…
OMD OOH – Case Studies & Success Stories
Contact us :OMD Sri Lanka
Total Media Directions (Pvt) LtdLevel 5 Tisara PlazaDutugemunu StreetColombo 6Sri Lanka
M: +94 773 856758 T: +94 112 815774 / 5F: +94 112 815776E: [email protected]