You could tell it was an important year for advertising with the frenetic pace of change set by access to new Direct Marketing tools, extended reach for cellular companies, newly forged alliances, projects with e-this and e-that and, of course, new products up for grabs. Big names in marketing were refurbished or given a face lift, Walls and Hemas got a new logo, BP Amoco entered the fray, Minds advertising had a name change, replacing its Bozell surname with FCB (Foot-Cone-Belding). Masters Advertising was betrothed to the formidable Doyle Dane Bernbach group, and the Leo Burnett agency, though it returned to the scene in 1999, was officially launched in the year 2000 and soon acquired an affiliation with the McManus Group. The always-notorious Coca-Cola rolled out its new theme defined by another unspectacular word, ‘Enjoy!’ Upscale clothier Odel once again re-invented itself moving from status of savvy trademark into a whole new experience. On a more sensational side, cricket, that other ‘business’ of ours took us through a roller-coaster year of splendid triumphs and embarrassing speculations. And on an even more international scale, we saw our indigenous brand, Susanthika Jayasinghe take the victory stand at Sydney. Sri Lanka couldn't have picked a better fighter brand!

All of which, however, were intimately connected to the way we kicked off the marketing millennium. If there was one word to describe the blur of activity which (in spite of the ugly speed bump of the elections) characterized the year 2000 it was this: Branding. Come to think of it, even the electoral process dipped its toes in the principles of brand identity.

(The JVP was relaunched, the Sinhala Urumaya was born, and the long established SLMC took on a new brand name.) So this year, LMD took a look at the advertising momentum through the lens of branding.

"Brands aren’t just badges anymore, they are like beacons

which need to be illuminated. If they are not distinct, they are bound to get extinct." Neelanie Goonetillake, J.W.T Colombo.

Beyond Al-Ries, and Richard Branson, beyond the success stories of juggernauts such as Proctor & Gamble and Harley-Davidson, there’s a bold new experiment in branding taking place. Blame it on the Internet, blame it on the sheer volume of information customers are faced with every day, the need to hit the pause button and take stock of the brand environment has never felt so compelling.

Continuing where we left off last year (‘The Ad Industry Beyond Y2K’), we asked those at the helm where they thought this business was heading. Turns out we are dealing with a new lexicon of branding. Advertising, they tell us, is just one of the vehicles of branding. Even ad agencies are no longer 'ad agencies'! This special supplement shows you why.

In February, we feature their views, philosophies and projections, PLUS some cutting edge ideas from marketers on the front line. Stay tuned!

We always remind ourselves that there will be no advertising without marketing, and therefore continue to ask the tough questions of marketers as well. We have always encouraged diverse opinions, reporting on the successes, the mishaps, and the places where there is room for improvement.

By this process, we expect the contenders to raise the bar of Performance, Passion, Profitability and, of course, Professionalism –the other Four P’s that make us all come out as winners!

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