An in-depth understanding of people’s culture is key to success in advertising.
Yet, not many acquire this talent.
Traditional agencies have a chance to regain lost ground by integrating digital technology across their offerings.
Khalid Naseem on how the engagement economy has created a paradigm shift in the strategic planner’s role.
Be they creative or digital, the standalone conventional agency model is obsolete, argues Khalid Naseem.
Khalid Naseem highlights the complexities that go into a car purchasing decision.
Can Pakistan’s automotive industry take the plunge into the 21st century?
Khalid Naseem, Head of Strategy, Firebolt, on the unintended benefits of the pandemic.
Successful brands don’t do functional or emotional; they do iconic, writes Khalid Naseem.
Khalid Naseem on the right way to solve Pakistan’s economic problems.
Why, despite the talk, agencies are holding on to the status quo.
Why fashion brands need to do more
Brands need to focus on the single value proposition to stand out.
On the importance of owning a clear competitive space.
Khalid Naseem, Head of Strategy, Firebolt63, on why cool brands always win.
Fashion brands should avoid falling into the trap of functionality.
Khalid Naseem on why agencies are failing to integrate the communications function.
Media predictions for 2018.