By Chandeepa Wettasinghe Arc PR, one of the leading public relations c o m p a n i e s i n S r i Lanka, rebranded itself to MSLGROUP in an internal restructuring process this week to expand its presence in the country. “Sri Lanka is the fastest growing market in Asia for the Publicis Groupe. Arc PR has been named the strongest PR company in Sri Lanka. So why do we feel that there is a need for change? I don’t think it’s about a need to, but an opportunity to do so,” MSLGROUP Asia President Glenn Osaki said. H e n o t e d t h a t t h e rebranding would allow MSLGROUP Sri Lanka to serve its clients even better with the insights and strategybased approach practiced by MSLGROUP globally, and the local office would be part of a network which could consult regional or global talent if needs arise. “If they stayed as Arc PR, they wouldn’t be able to get help from Arc Worldwide even if they asked, because Arc is our software activation arm. But we always want our teams to talk within their brand network and with other Publicis Groupe teams too. We don’t tolerate solos, silos or bozos,” Osaki said. He added that the Arc PR team will completely transition into MSLGROUP with no changes to the organisational structure and will remain housed in Leo Burnett Sri Lanka, the local agent for the Publicis Groupe’s advertising arm.

“We will invest in the processes, tools and practices of MSLGROUP Sri Lanka. You may also see some cash investments from us,” Osaki added. H e n o t e d t h a t t h e r e b r a n d i n g w o u l d g i v e opportunities for Sri Lankan employees to work or transfer to MSLGROUP branches in other countries, and vice versa, allowing different management principles to spread across its offices globally. “This is an opportunity to show the rest of the world what’s happening in this marvellous country. There’s a lot of scope for growth and development in Sri Lanka,” he added. Leo Burnett Sri Lanka Managing Director Ranil de Silva was emphatic about the change. “MSLGROUP is Europe and Asia’s largest and most respected PR company and will definitely strengthen our presence in Sri Lanka. Public relations could add a lot of value to brands in Sri Lanka,” he said.He added that Arc PR had seen a 68 percent revenue growth last year. The company’s client portfolio includes international brands such as Coca Cola, Samsung and Oman Air, as well as leading local companies such as CIC, People’s Bank, Hirdaramani and the Blue Mountain group.