1. In your opinion, how relevant/irrelevant is AdAsia to Pakistan’s marketing and communications industry?
2. As Pakistan’s marketing and communications industry moves into 2020:
i) What are the three biggest changes to have impacted your agency/brand communication efforts in the last decade and what concrete steps have you implemented to adapt to them?
ii) What further changes will you implement in order to ensure your agency/brand stays relevant?

Shakil Ashfaq
CE, Shujabad Agro Industries

1 Relevant. Pakistan seems to be regaining its position on the world stage. AdAsia will do the same for advertising.

2 i) Evolution of digital. Rapid expansion of communication channels and media. Growth of retail chains. We try to ensure our presence in as many communication mediums/channels as possible, with focused and appealing messages.

ii) Remain well informed about consumer preferences and trends, and stay connected to our audiences.

Asif Aziz
CCO, Jazz

1 Relevant. An excellent platform for shared learning and inspiration from global leaders, while showcasing the best from Pakistan.

2 i) Digital acceleration: Designing and communicating the most innovative digital solutions. Brand tension: Fostering brand love to create a loyal customer base. Integrated Communications: Leveraging multiple communication mediums effectively.

ii) Customisation: One size will not fit all anymore. We need different messaging for different audiences based on needs and interests. Targeting: Show relevant messages to relevant audiences.

Mustafa Brohi
SVP Marketing and Branding, JSBL

1 Relevant. AdAsia will play a pivotal role in enriching marketing and communication.

2 i) Changeover of audience from conventional to digital media: Ad-libbing on our digital media strategies. Establish a connection between the brand and the customer. Interact with customers frequently: Digital has given consumers a platform to speak out. Putting a PR and service quality strategy in place to address customer complaints.

ii) Expand our network regionally and make the customer shift to digital seamless. Creating awareness in terms of financial literacy and enabling customers to draw a more meaningful connection with the brand.

Humayun Farooq
Md Health, RB Pakistan

1 Relevant. Pakistan is experiencing a transformation and AdAsia provides an excellent opportunity to learn from experts.

2 i) Focus towards an Integrated marketing communication approach. Adopting new marketing platforms with more digital first content. Transitioning from just product solutions to purpose driven brands.

ii) Work with social media giants to customise their solutions to our brand needs. Move from traditional trade to an experiential e-commerce mindset. Use influencer marketing more intelligently.