Thought Leaders

The Great Rate Race

As originally published in Synergyzer Annual 2019 Pakistan’s powerful media industry is in a state that can be best described as evolutionary. As different stakeholders have put it, the industry is ailing from a number...

Qashif Effendi on Run-Of-The-Mill Advertising

As originally published in Synergyzer Annual 2019 With evolution, one expects improvements. Take advertising in Pakistan for instance. So much technology, cross-border learnings, global alignments and multinational culture; it stands to reason that advertising today...

Media Industry Insider on Battling The Media Demons- Part 1

As originally published in Synergyzer Annual 2019 PART 1 THE BIG PICTURE: ENDING ABUSE OF TAXPAYER MONEY The current Government came into power with the agenda of eliminating corruption. In line with the mandate of reducing corruption,...

First Contact: Innovation Taking Over?

The Global Innovation Index or GII (www.GlobalInnovationIndex.org) ranks Pakistan on 109 at a score of 24.10 out of 100. The GII analyses the innovation performance of 126 countries which represent 90.8% of the world’s...
striking creative balance

Where Does the Lack of Creative Drive in Pakistani Advertising Stem From?

As originally published in Synergyzer Annual 2018 Pakistan advertising regularly sees breakthrough concepts used to advertise one brand, replicated to the extent that they become irrelevant, yet are not phased out even then. Competitors, who...
ad production evolution

The Evolving Ad Production Dynamics in Pakistan & The Role of Millennials

As originally published in Synergyzer Annual 2018 In my 15 odd years of professional life, I have been associated with advertising in Pakistan and UAE, where I worked with Saatchi & Saatchi on P&G. After...
advertising creativity lack

Q&A: WHO SHOULD BE HELD RESPONSIBLE FOR FLAWS THAT WE SEE IN OUR ADVERTISING...

As originally published in Synergyzer Annual 2018 The Pakistan advertising industry has evolved tremendously over the last few decades, from being splashed over the front pages of dailies to digital media, we have come a...
bulls eye

The Bulls Eye Biography: The 15 Year Story

As originally published in Synergyzer Annual 2018 As I write the Bulls Eye story, I find it important to mention everything that made me get to where I am today, right from where I started....
synchresis

Culture Vulture: Synchresis

  “When you begin to ask those questions of what it means as a designer to be a culture maker, you ask harder questions about what kind of culture you’re creating.” - Dori Tunstall Synchresis: An acronym...

Executive Doodle – Globetrotting Travel Alchemist

Pakistan's potential as a global tourism powerhouse is currently drowned in a sea of incompetence and neglect. As the shadows of mismanagement loom large,...

PSO | Women’s Day 2024

Client Name: PSO Campaign Name: Women's Day Agency Name: Synergy Dentsu Production House: Khayal Films Producer: Executive Producer - Sumair Tariq Director: Umair Nasir Ali Creative Director: Ferrukh Syed Concept: Ferrukh...