adaderana14d ago
MullenLowe Sri Lanka, has announced the integration of Synapse VII’s advanced data analytics capabilities into its digital services ecosystem. The partnership signals an important shift in the local advertising landscape, bringing together high-impact creative storytelling with rigorous data diagnostics. As Sri Lankan brands navigate an increasingly complex digital economy, the collaboration aims to address a growing challenge within the industry, which is the disconnect between daily digital content activity and long-term brand equity. Synapse VII focuses on the discipline of digital effectiveness, an approach that looks beyond short-term engagement metrics commonly associated with social media marketing to identify media patterns that genuinely influence business performance in both the short and long term. “The industry has spent years chasing immediate engagement, often at the expense of sustainable growth,” said Thayalan Bartlett, Executive Chairman of MullenLowe Group Sri Lanka. “By integrating Synapse VII’s analytical engine, we move beyond traditional reporting and give our clients the ability to understand where their brand is heading, not simply where it has been.” Kevin Kulatilake, Managing Director of Synapse VII, brings extensive international experience to the partnership. His career includes leading the digital division for Unilever at Mindshare, part of GroupM in Sri Lanka, and serving as the former Head of LoweDigital at MullenLowe Sri Lanka before relocating to the United Kingdom. During his time in the UK he operated within a highly competitive marketing environment, holding senior performance leadership roles across global brands. As Performance Director for organisations such as Haleon at Publicis, Eurostar at Wavemaker, and the Volkswagen Group at Omnicom, he was responsible for managing multi-million-pound digital performance budgets. Within these environments, where data-driven accountability is a business necessity, advanced predictive analytics form the foundation of marketing decision-making. “Synapse VII was built on the principle that data should steer the brand rather than simply describe it,” Kulatilake said. “Having implemented these frameworks in the UK, where the scale of data and the weight of media investment demand absolute precision, I am excited to bring that same level of analytical discipline back to Sri Lanka. Our focus is to continuously analyse the digital health of a brand, so growth becomes a sustained trajectory, and there is no better partner to deliver this with than my former team at MullenLowe.” The partnership is expected to introduce a new benchmark for digital accountability within the local industry. It’s being offered as an add-on to LoweDigital’s existing offering, enabling MullenLowe’s portfolio of clients to gain exclusive access to deeper analytical insight and evidence-based strategies designed to deliver measurable and sustainable digital effectiveness. MullenLowe Group Sri Lanka (MLG) is Sri Lanka’s largest integrated brand communications company with eight independent strategic business verticals, spanning Mainstream, Digital, Activations, MarTech, Media and Public Relations. MLG’s Sri Lanka office consists of 110 staff, serves 43 of the nation’s top corporates, manages 111 brands across 33 categories, including 80% of the top 10 and 50% of the top 20 most advertised categories in the country making it a company with prolific cross category knowledge. Ranked among the world’s top 100 agencies and APAC’s top 20, MLG is Sri Lanka’s Effie Agency of The Year and a consistent local awards leader for over a decade. It operated as a full member affiliate of MullenLowe Worldwide which was recently acquired by Omnicom. As the world’s largest marketing services group, Omnicom combines unmatched global knowledge and experience with local insight to deliver end-to-end brand solutions. Photo Caption: From left: Kevin Kulatilake, Managing Director of Synapse VII with Thayalan Bartlett, Executive Chairman of MullenLowe Group Sri Lanka.
