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The new 4A’s board to drive a 3R strategy to revive the advertising industry

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The Sri Lankan Chapter of the Association of Accredited Advertising Agencies (4As) recently elected its new president and the Board of Directors for 2023/2024 at its annual general meeting (AGM). The advertising industry and marketing fraternity can look forward to a revived and re-energized 4As under the new leadership of its new board.

Hailing from diverse disciplines of advertising, the dynamic and street-savvy team is poised to tackle the ever-evolving landscape of advertising in Sri Lanka. The new 4A’s 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. With a commitment to improving the industry’s standards, the 4A’s board is well-positioned to lead and inspire the advertising fraternity in Sri Lanka.

The 4A’s board has recently launched its new 3R strategy – Resource, Revenue, and Reputation – with the aim of revitalizing 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 organizations.

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 recognizes 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.

The 4A’s is a non-profit organization committed to advancing the Marketing Communications and Advertising industry in Sri Lanka with a mission to elevate the industry’s stature by nurturing talent, creativity, and promoting ethical advertising practices. We aim to provide leadership to better understand the usefulness and scope of advertising and other marketing communication tools for advertisers and the public in today’s fast-paced business world. Through the work, 4As strive to drive excellence in the industry while safeguarding members’ interests and being their voice.



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Sri Lanka’s 2026 economic growth predicted to be around 4-5 percent

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Dr. Nandalal Weerasinghe; ‘Growth prospects okay’

Sri Lanka’s economic growth for 2026 will be around 4-5 percent, Central Bank Governor Dr. Nandalal Weerasinghe said.

The Governor indicated the estimated economic growth while announcing the Central Bank’s policy agenda for this year, last Thursday.

‘The Central Bank’s 2026 growth estimation is higher than the growth prediction of the IMF and the World Bank and is achievable, the Governor told the media while announcing the Central Bank’s policy agenda for 2026.

Dr. Weerasinghe added: ‘The Central Bank will introduce a benchmark intra-day reference exchange rate this year to ensure transparency in the foreign exchange market.

‘The absence of a reference exchange rate has held back the expansion of the Sri Lankan forex market and discouraged the trading of rupee-denominated derivatives Governor said.

‘The Central Bank last year carried out the necessary preliminary work to implement the benchmark spot exchange rate.

‘The benchmark intra-day reference exchange rate will be introduced in 2026 to foster a transparent foreign exchange market.

‘This benchmark will guide market participants, help reduce volatility and promote more competitive pricing on a given date, thereby enabling the introduction of more innovative products in the foreign exchange market.

‘Sri Lanka’s foreign exchange market has limited derivatives like currency swaps and options aiming to deepen markets and attract inflows.

‘However, these instruments failed after a lack of reliable reference exchange rate amid concerns over excessive speculation, rupee over-appreciation risks and interventions distorting clean floating rates.’

Meanwhile, currency dealers welcomed the move and said it will help to deepen the market.

“This will expand the market with more products and promote rupee-denominated derivatives, a currency dealer from a local bank said.

“It is something the market wanted to fix in derivative prices. This is a pricing mechanism for the rupee, he added.

By Hiran H Senewiratne ✍️

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Sevalanka Foundation and The Coca-Cola Foundation support flood-affected communities in Biyagama, Sri Lanka

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With funding support from The Coca-Cola Foundation (TCCF), the Sevalanka Foundation has launched a humanitarian relief programme to support flood-affected communities in Biyagama. The initiative focuses on restoring access to safe water, healthcare services, and essential public facilities during the critical recovery period following the Cyclone Ditwah.

Working closely with the Divisional Secretariat, the program prioritizes the cleaning and rehabilitation of contaminated dug and tube wells, helping address the urgent post-flood challenge of access to safe water. This intervention will also support the cleaning and reopening of essential public spaces, including schools, and Grama Niladhari (GN) offices, enabling authorities and communities to resume daily activities safely. The Sevalanka Foundation and TCCF, as part of the initial response, have also donated water pumps to the Divisional Secretariat to support immediate water extraction and clean-up efforts.

In addition, as the second main component of the project, and based on the guidance of the Medical Officer of Health (MOH), support is being provided to MOH-operated healthcare facilities to restore access to emergency and essential medical services. This support includes sanitization, debris removal, hazard stabilization, and the provision of emergency medical supplies such essential medicines and hygiene products. Medical camps staffed by doctors and senior nurses will be conducted through MOH offices to provide prioritized groups of persons with health, nutrition and hygiene related relief items.

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Bourse radiates optimism as UK grants tariff-free concession to local apparel exports

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CSE activities were extremely bullish yesterday mainly due to the UK government’s announcement on tariff free access for local apparel sector exports into the UK coupled with Central Bank Governor Dr Nandalal Weerasinghe’s positive outlook on the economy this year.

Amid those developments the turnover level also improved and the All Share Price Index moved up to the 23500 mark during the trading day.

The All Share Price Index went up by 127.17 points, while the S and P SL20 rose by 56.75 points. Turnover stood at Rs 8.5 billion with 18 crossings.

Top seven crossings were: LOLC Holdings two million shares crossed to the tune of Rs 1.18 billion; its shares traded at Rs 575, Renuka Agri 45 million shares crossed to the tune of Rs 594 million; its share price was Rs 13.20, Sampath Bank 1.4 million shares crossed for Rs 215 million and its shares traded at Rs 154.35, Renuka Holdings 1.5 million shares crossed for Rs 75 million; its shares traded at Rs 50, Hayleys 200,000 shares crossed to the tune of Rs 41.3 million; its shares traded at Rs 207, Tokyo Cement (Non-Voting) 400,000 shares crossed for Rs 37.8 million; its shares sold at Rs 50 and NTB 100,000 shares crossed for Rs 326 million; its shares sold at Rs 326.

In the retail market top seven companies that contributed to the turnover were; LOLC Rs 340 million (591,000 shares traded), Sampath Bank Rs 310 million (two million shares traded), Renuka Agri Foods Rs 275 million (19.4 million shares traded), ACL Cables Rs 238 million (2.3 million shares traded), Overseas Realty Rs 215 million (4.9 million shares traded), CIC Holdings (Non Voting) Rs 180 million (6.3 million shares traded) and Wealth Trust Equity Rs 132 million (8.2 million shares traded). During the day 269.3 million share volumes changed hands in 47852 transactions.

It is said the banking and financial sectors performed well, especially Sampath Bank, while a top diversified company, LOLC Holdings, also performed well.

Yesterday, the rupee opened at Rs 309.15/30 to the US dollar in the spot market relatively flat from Rs 309.10/50 the previous day, having depreciated in recent weeks, dealers said, while bond yields opened higher.

The telegraphic transfer rates for the dollar were 305.8500 buying, 312.8500 selling; the British pound was 409.7568 buying, and 421.1186 selling, and the euro was 354.0809 buying, 365.4441 selling.

By Hiran H Senewiratne ✍️

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