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...
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...
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...
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...
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....
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...