4A’s creative workshop ‘Heluwen Wanamu’ inspires young ideators

Monday, 2 December 2013 00:00 - - {{hitsCtrl.values.hits}}

The Accredited Advertising Agencies Association, popularly known as the 4A’s, recently organised a one-day workshop titled ‘Heluwen Wanamu,’ which was held at the Taj Samudra. The timely workshop was organised by industry seniors to encourage and inspire young creative minds to transcend banal thinking and search for insightful local ideas, which would undoubtedly create memorable communication campaigns with the power to build strong brands in a competitive market place.

In order to offer the participants an interesting and thought provoking insight into the world of perceptive creative thinking, basing the value of our local linguistic nuances and special attributes, a panel of professional personalities were invited to share their views. The panel The panel of pre-eminent speakers representing the academia, marketing, media and advertising disciplines including Prof. J.B Dissanayake (retired Head of the Linguistics Department of the University of Colombo and former Sri Lankan Ambassador to Thailand), Dileepa Abeysekera (CEO, Heensare), Laksiri Wickramage (Chairman, Derana), Dilith Jayaweera (Jt. Managing Director – Triad), Nandana Wickramage (Group Director – CBL) and Sandun Kankanamge (Creative Group Head, JWT) addressed the packed audience. Dedicated to uplift and improve the knowledge and skills set of the communication industry, 4A’s as the accredited body for advertising agencies in Sri Lanka takes pride in continuing to support and implement a calendar of activities, which is focused on building the creative promise of new age ideators. Very much a part of the new digital world, these youngsters have the technical knowledge and thought process on how to deliver global quality standards. What they require is grounding and exposure to the heart beat of the Sri Lankan consumer who lives far and wide across the country. Inspire the young generation It is knowledge sharing exercises such as this workshop which will ultimately inspire the young generation of the communication industry to build upon the good work of their predecessors as they transform the industry and the country to new levels of global acclaim. Commenting on the workshop, President of 4A’s Chalaka Gajabahu noted: “The 4A’s has over the past few years no doubt seen and experienced how communication plays a major role in effectively taking brands to consumers. The standard has grown in leaps and bounds, but we still feel we can push it further. This is why we are trying to help the younger generation to think differently and support their ideas. The educational activities that 4A’s spearheads, earmark improvement of the creative product. As a fundamental requirement in a brand building process, this offering becomes the differentiator which has the teeth to cut any media clutter with absolute idea superiority.” Eventful year This year has been eventful for the industry and 4A’s has played an active role in the agenda for improving and strengthening the quality levels of the industry. Apart from this workshop, the 4A’s was also involved in organising the Young Lotus competition, partnered Metal Factor in holding the Green Chillies, Young Cannes Lions and Young Spikes competitions, and supported the Rotary Club on the ‘Seeni Meeni’ diabetes awareness program for young children.