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.

The post MullenLowe Sri Lanka Integrates Synapse VII Advanced Analytics to Drive Evidence-Led Digital Effectiveness for Brands appeared first on Newswire.

Roar AdX recently hosted two of its clients, Ceylon Biscuits Limited (CBL–Munchee) and Spa Ceylon, for a leadership connect with senior teams at TikTok’s Middle East and South Asia headquarters in Dubai.

The connect focused on how Sri Lankan brands can strengthen relevance and performance on TikTok, with discussions spanning consumer behaviour on the platform, creative effectiveness, and regional growth priorities. It also enabled direct engagement with TikTok’s regional teams, offering the brands clearer insight into how platform decisions are shaped and how markets such as Sri Lanka fit into TikTok’s broader growth agenda.

“Hosting CBL and Spa Ceylon at TikTok’s regional headquarters reflects our commitment to strengthening the TikTok for Business ecosystem in Sri Lanka.” says, Vimukthi Muthukudaarachchi, Vice President-Partnerships at Roar AdX commenting on the engagement. “We are focused on giving local brands direct access to platform expertise, closing knowledge gaps, and enabling brands in emerging markets to compete confidently alongside global players.”

This engagement comes at a time when TikTok is playing an increasingly important role in how consumer brands build reach and drive conversion at scale. By enabling this access, Roar AdX strengthens its commitment to supporting local brands beyond campaign delivery, by connecting Sri Lankan advertisers to the thinking and strategies that drive platform-led brand growth in emerging markets.

The post Roar AdX hosts Sri Lankan brands at TikTok’s regional headquarters in Dubai appeared first on Newswire.

In a landmark display of how strategic digital advertising can transform nationally significant industries, Roar Global’s 3P Media, the Official Media Sales Representative (MSR) for Google in Sri Lanka, Laos, and Brunei has enabled SriLankan Airlines to surpass its monthly direct booking revenue targets by +23% – recording the national carrier’s highest-ever monthly revenue through Google Ads.

The milestone signifies the growing role of performance-driven digital marketing in accelerating national industries into the digital age, with SriLankan Airlines leading the way as the country’s flagship carrier.

“Google Ads have become a cornerstone of our digital strategy in boosting direct booking share for SriLankan Airlines. Through the strategic advancement of our campaign approach, we achieved the highest-ever monthly direct booking revenue in May 2025, a record-breaking milestone in our eCommerce journey,” said Bimali Malalasekara, Manager – Digital Commerce at SriLankan Airlines Ltd.

At a time when global travel competition is intensifying, and Online Travel Agencies (OTAs) dominate booking share, SriLankan Airlines has set out to reclaim and grow its direct booking channel across key global markets. With support from 3P Media and the strategic application of Google’s ‘Power Pair’ strategy, combining ‘Performance Max’ and Search campaigns, the airline has optimised its campaign delivery using first-party data, dynamic market insights, and AI-led targeting across channels.

The result was a +30% increase in revenue and a +23% uplift over forecasted revenue targets, firmly establishing Google Ads as a core revenue driver for the airline’s eCommerce operations.

These campaigns demonstrate the impact of leveraging data with agility and foresight,” said Jaynevieve Davidson, Regional Account Director at 3P Media. “By addressing seasonality and staying proactive to market shifts and consumer trends, in addition to the right Google Solutions, we’ve helped SriLankan Airlines advance its digital ambitions. This is a great example of how embracing data at scale can translate into measurable impact and long-term digital growth.”

The case study was first unveiled at the DMASL Digital Summit 2025, where it was presented as a benchmark of digital excellence, highlighting best practices for marketing professionals, decision-makers, and digital leaders shaping the future of platform advertising in Sri Lanka.

This campaign underscores 3P Media’s broader mandate to enable sectors of national importance, including travel, eCommerce, education, and retail, to unlock growth through world-class digital advertising solutions.

The post Sri Lankan Airlines achieve record breaking Google Ads growth with 3P Media appeared first on Newswire.