LoweDigital, a part of the MullenLowe Group, Sri Lanka (MLG) completed a year of operations in turbulent business conditions caused by the current pandemic.
Having commenced operations in October last year, the company set out an agenda to bring purpose to the medium rather than the medium trying to find a purpose for brands. Brands are obsessed with engagement, numbers of shares, likes and reach, all of which can be bought in today’s digital space at a price devoid of a strong brand idea that are mostly not compliant with how the medium behaves.
“Digital has lots more to offer than mere low-cost content and this is exactly where LoweDigital decided to pitch itself putting strategic brand ideation before numbers. The numbers come if you deeply understand how ideas traverse through this medium using digital in a meaningful way,” said Head of Digital at LoweDigital, Kevin Kulatilake.
Chief Executive Officer of the MullenLowe Group, Thayalan Bartlett said, “Brand custodians must recognise that brands are driven by ideas and not by mediums. The word ‘advertising’ cannot be associated with digital if it is unable to secure ideational authority for brands.
The LoweDigital team have identified this void and smartly built its entire offering around it, setting itself apart from all other digital offerings in the market.
Our clients have been reaping the results of purpose-built digital strategies, which in turn has helped the MLG group’s digital business double in size in its first year of operations.”