In your opinion, how relevant/irrelevant is AdAsia to Pakistan’s marketing and communications industry?

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?

Syed Usman Qaiser
Head of Marketing, Jubilee Life Insurance Company Ltd

1 Relevant. AdAsia is a phenomenal experience for Pakistani marketers for learning, adapting and applying knowledge gained from global advertising maestros.

2 i) Internet penetration, effective use of social media platforms and connectivity. Pakistani audiences have changed the way brands communicate.

ii) If you create great content, there will always be an audience to watch it provided you use the right communication tools and channels.

Khurram Koraishy
Senior GM Marketing, Alkaram Studio

1 Relevant. AdAsia is the most prestigious advertising congress in Asia. Apart from showcasing the talents of Pakistan’s marketing industry, it will be a greatly enlightening experience for the local MarCom industry and provide them with the opportunity to learn the best modern-day international practices from some of the greatest minds.

2 i) Digitalisation of marketing communications and the birth of e-commerce. The rise of influencer marketing (bloggers, celebs owning media channels direct to consumer). Rapid decline of print and radio.

ii) Sharp positioning. Strengthening capabilities for digital communication. Mastery of ‘social PR’ and crisis management where everyone has a pulpit thanks to social media.

Rabel Sadozai
National Marketing Manager, Fatima Group

1 Relevant. A great PR opportunity for Pakistan and a platform to celebrate our marketing achievements.

2 i) Customers shape brand communication; they edit, share, like or dislike – let them. Advertising is an honest review by my customers; I build stories around it. Smartphones; be responsive.

ii) Stay true to my brand’s purpose and values regardless of the conversation. No matter what the next big technological disruption, execute what enhances my customer’s experience.