Published in Nov-Dec 2021
The Aurora team pick their favorite ads from 2021.
In the rush to compete, non-traditional agencies are hiring young people to fill top positions without the relevant experience.
Which campaigns worked in 2021? And which ones didn't?
If you want your profits to go vertical, adapt to vertical storytelling in your mobile campaigns, advises Tay Guan Hin.
From the insipid to the utterly infuriating, ads are failing to connect with audiences.
In the rush to deliver, young creatives are forgetting the art and science of conceptualising big ideas, argues Asrar Alam.
Aneera Fareed lists some of her favourite ads from the past year.
Hussain Ali Talib, Head of External Affairs, Unilever Pakistan, in profile.
2021's top five startup ideas.
2021's top five vax ads.
2021's top five most talked about campaigns.
2021's top five memes.
2021's top five marketing fails.
2021's top five lifestyle trends.
To find out, Muneeb Akram speaks to three Gen Z creatives.
Anusha Zahid profiles a uniquely Pakistani brand that has survived the onslaught of major international competition.
Humayun Farooq presents his six-point checklist for digital marketing.
Covid has been a further stress point for ad agencies already beleaguered by change and disruption. But what about the people?
The Nobel Peace Prize 2021 was awarded to journalists Maria Ressa and Dmitry Muratov. How does this affect Pakistan?
2021's top five green initiatives.
2021's top five drama scenes.
PR can play a determining role in helping brands promote trust among their audiences, argues Zohare Ali Shariff.
Traditional agencies have a chance to regain lost ground by integrating digital technology across their offerings.
What's behind Changan's catchy ad campaigns?
Aurora's ed on why agencies are feeling besieged lately.
Agencies debating on resuming in-office work vs remote working may want to remember that the answer lies in their client’s office.
Yasmin Malik ponders how private Google's “Privacy Sandbox” actually is.
Jawwad Ahmed Farid concludes that technology without the human touch is both limited and flawed.
The year ahead should see further positive gains if the momentum remains unbroken.
Faraz Maqsood on why procurement is a hard no.
Karens (and Kareems) abound, even in Pakistan. Could they be the basis of the next big idea?
Shahrezad Samiuddin on the much-welcomed influx of South Korean pop culture.
Aurora's campaign register for the months September to October 2021.
Mehwish Aslam takes a deeper look at e-commerce trends within small and medium-sized retailers.
Khaadi, perhaps Pakistan’s most iconic fashion brand, recently embarked on a deep-rooted reinvention.
Were it not for brands, Pakistan’s music scene would be almost non-existent, writes Nofil Naqvi.
A neighbourhood where TV is mostly background noise and word-of-mouth the advertising medium of choice.
2021's Top 5 Delivery Apps
Opinions should be formulated on objective goals and not on subjective perceptions, argues Atiya Zaidi.
Highlights of the themes emerging from Aurora’s annual Talking Heads poll.
Traditional agencies have lost their monopoly on the creative function, but they still have a chance to regain lost ground...
Business Rankings, Client Ad Spend, Media Ad Spend and TV Viewership Trends for FY 2020-21.
Enabling people from different disciplines to enter the creative space can do wonders for all involved, writes Ali Rez.
An exciting new concept that is well worth the visit and the support of Karachi’s citizens.
Interview with Muhammad Ali Tabba, Chief Executive, Lucky Cement
Agencies will have to live with their creative monopoly being put under further pressure. The solution: work smarter and better.
Ali Rez on 2021's top five big ideas.
Advertising agencies must come to terms and adapt to a penny-pinching post-pandemic world, argues Taimur Tajik.
Sheikh Adil Hussain retraces the steps that have led to the current ‘creative free for all’ in advertising.
Rather than looking at other ad services providers as unwelcome intruders,
agencies should welcome them as worthy collaborators.
Julian Saunders presents, exclusively for Aurora readers, his knowledge bank on living with the compulsions of procurement.
Covid-19 displayed the power of creativity in making consumers feel safer & brands more effective...
Books & Reviews
Fauzia Kerai Khan reflects on the life lessons imparted in Nooyi’s new book 'My Life in Full'.
Romano Karim Yusuf reviews Steering the Pakistani Wheel by Murtaza Y. Mandviwalla and speaks to the author.
People
Uzma Nawaz speaks to Fareed Zaka Bajwa, Director Sales and Marketing, Park View City.
Muhammad Sabir Salman, Executive Director, Sabroso, on the factors contributing to his brand’s success.
Afia Salam, advertising practitioner, journalist and advocate, in profile.
Mehr Husain profiles Hira Mohibullah, Executive Creative Director, BBDO Pakistan.
Zeenat Chaudhary profiles Benish Irshad, COO, Starcom and CEO, Publicis Media.
Owen Bennett-Jones on his latest book on the Bhutto dynasty, his soft spot for Pakistan, and his career as a journalist.
How the idea of Discover Pakistan came about, the challenges faced and the overall response from viewers and advertisers.
Haaris M. Chaudhry, CEO, Universal Service Fund (USF), talks to Marylou McCormack about the work of the USF in Pakistan.
Agha Zohaib, Managing Director, Mindshare Pakistan, on making it to Campaign Asia-Pacific’s 40 under 40 list.
Talat Sheerazi and Fariha Salahuddin on their new talk show and the need for more thought leadership initiatives in Pakistan.
Sami Qahar, Executive Producer, Stimulus Productions, speaks to Aurora about the factors holding back Pakistan’s creative output.
Amir Haleem, CEO, Skale Interactive and Kueball Digital, speaks about the complexities in the client-agency dynamic.
Pakistan’s leading agency heads respond to three questions posed by Aurora.
Tariq Alexander Qaiser on his passion for the open seas and the magic of Karachi’s mangrove forests.
Profile
Anusha Zahid profiles Dr Asma Ibrahim, Director SBP Museum and Art Gallery.
Launches
Sadia Kamran on what makes the new 'Flamin' Hot' Lays chips special.
