|
BatesAsia’s power beneath their clients’
wings
While a number of top marketing companies showed how they outshone
their competitors with winning performances in the marketplace that
turned into awards at the recently concluded Brand Excellence 2007,
this year’s list of winners underscored the performance of
an Agency that worked in partnership with three of the top winners
in building brands. That Agency, which outshone its own competitors
by far, was BatesAsia Strategic Alliance.
BatesAsia worked with its long-standing client Holcim Lanka in a
campaign to change consumer perceptions and habits and gain acceptance
and adoption for Holcim Pedereru which made it the Gold winner in
the Turnaround Brand of the Year category. Holcim also won the Bronze
in the Innovative Brand of the Year category for introducing the
concept of applications-based cements and working to change market
habits. Commenting on the close working relationship with the Agency,
Holcim Lanka’s Marketing Manager Indika Jayaweera said: “Commitment,
strategic thinking, passion and the unmatched attitude of the Bates
team has immensely contributed to the success of the Holcim brand
over the last couple of years. I’m proud to have them on my
team”.
BatesAsia worked with their client Ceylon Biscuits in the launch
and growth of several innovative products under the Ritzbury brand
to appeal to different segments. Following this flanking strategy
came the eventual launch of Ritzbury slabs to capture the mainstream
market also with a very innovative approach. Ritzbury won the Gold
for the Innovative Brand of the Year. The Agency also came up with
an creative campaign based on a product insight for one of Ritzbury’s
new products, Poppit, which captured the imagination of consumers
to make it an unstoppable brand, and helped it to win the Silver
in the Best New Entrant category. Ritzbury Brand Manager Nilupul
de Silva had this to say about the Agency: “Bates Asia’s
innovative communication ideas and inputs have helped Ritzbury to
win the hearts and minds of the Sri Lankan consumer and rapidly
ascend towards the pinnacle of the chocolate market.”
Another brand that BatesAsia helped to build to significant proportions
was Bank of Ceylon’s Ran Surakum pawning service. Again, insights
into consumer behaviour played a large part in fashioning a campaign
that spoke to the consumer in a reassuring and caring manner that
in turn helped in the success of the brand. Dr. Asoka Jinadasa,
Corporate Communications Consultant to the Bank spoke of the Agency’s
approach saying: “We wanted to reach and engage a well defined
target group using an innovative communication strategy, and the
expertise of BatesAsia helped us to achieve our goal with a very
high level of effectiveness.”
BatesAsia’s CEO Nimal Gunewardena, who was also felicitated
at the ceremony for his contribution to guiding the Awards over
the last five years, said: “It is much more satisfying to be
partner to our clients in building winning brands than to win purely
creative awards that may not relate at all to brand performance.”
It was fitting that one of the entertainment acts at the awards
show featured the Bates Blues Band performing an original composition
about brands which rang:
“It is the power that lives beneath your wings - It lets you
fly away to do the darndest things”.
BatesAsia also counts the night’s top award winner Hemas Marketing
among its clients.
|
