BANGALORE: Starcom MediaVest Group is all poised to launch in Sri Lanka in February this year. The agency plans to usher in a new concept in media specialisation to the market.

The Sri Lanka operations will be headed by Sushruta Samanta as CEO. Samanta has almost eight years experience in the industry and has worked with Carat Media Services, MindShare, Zee Network, and AC Nielsen-Org Marg.

The Sri Lanka operation will be the network's 111th office in the 68th country in the world.

Starcom's entry into Sri Lanka is timely as it will bring to the market a complete set of media processes and tools, which are in keeping with emerging global trends in media planning and buying, as well as other holistic requirements of local and international companies with a base of operations in Sri Lanka.

Starcom Sri Lanka will be established as an independent company but will be supported by the quality and reputation of Leo Burnett Solutions, one of the most respected marketing communications companies in Sri Lanka.

Starcom Mediavest Group South Asia CEO Ravi Kiran said, "It is our belief that the Sri Lankan media market is evolving fast. As consumer choices grow, and marketers are faced with greater opportunities and challenges in the dynamic market place, we are happy to bring in our international expertise and best practices from around the world. In the five years it has been present in India, Starcom MediaVest Group has earned a reputation for delivering incisive, consumer centric and medium neutral solutions to brands and is today one of the most respected media networks in the country. I am confident that our Sri Lankan operation would repeat our global and Indian success. This first-in strategy would also be an important step in maintaining the long-term competitive advantage that SMG already holds globally."

Samanta said, "I am excited and eagerly looking forward to explore the media landscape in Sri Lanka. The economy has bounced back after the catastrophic tsunami in 2004 and is pulsating with the sound of a consumer centric market place."

The company has already begun recruiting people, who will be trained in using Starcom's proprietary processes and tools, and specialist training that will allow them to better function in the field of media.