Agency Profiles 2023
Last year, Aurora introduced a new section in the Fact File called Agency Profiles. To compile this, we requested 90+ advertising, media, digital and PR agencies to answer 15 questions relevant to their performance in FY 2022-2023. We received 42 responses. Only 10 agencies answered the last question related to total revenues for FY 2022-23. Accordingly, we are unable to rank agencies by revenue, so the listing has been made in alphabetical order.
ADARTS
Year Established: June 6, 1939 in Bombay. March 1, 1948 in Pakistan.
Staff Strength: 27.
Affiliation: None.
Offices: Karachi and Lahore.
Agency Owner(s) and Other Principals: Gulzar Ali, Managing Director, Hassan Mansoor, Director and Salman Mansoor, Director.
Top 5 brands in terms of collateral: Not given.
Five new clients acquired: Environment, Climate Change & Coastal Development, Government of Sindh, Peoples’ Bus Services – Transport Department, Government of Sindh, Labour and Human Resource Department, Government of Sindh, Agriculture Department, Government of Punjab and Balochistan University of Engineering & Technology, Khuzdar.
Breakdown of business according to media:
Print: 80%
Electronic: 20%
Top 5 services:
Creative
Client Services
Production (print and electronic)
Digital/social media content creation
Media Planning, media strategy, placement (print and electronic)
Awards (FY 2022-23): None.
Top 3 campaigns: Peoples’ Bus Services, Environment, Climate Change & Coastal Development and Sindh People’s Housing for flood affectees.
Impact of AI: It has played a significant role in expediting the creative process; streamlining workflows in media planning, placement and billing. It has contributed to idea generation, targeting, client strategies and emerging market trends.
Primary challenges in 2023: The economy was hit hard due to the recession. Advertising budgets were slashed. Adarts also faced financial constraints temporarily.
Vision for 2024: Enhance our creative skills and encourage teamwork to provide even more communication solutions to our clients. Foster a work environment conducive to creative development.
Total revenue: Not given.
ASIATIC PUBLIC RELATIONS
Year Established: 1992.
Staff strength: 32.
Affiliation: Hill+Knowlton Strategies.
Offices: Karachi, Lahore and Islamabad.
Agency Owner(s) and Other Principals: Anwar H. Rammal, Chairman, Amin Rammal, Director & Company Secretary and Zohare Ali Shariff, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Spotify, PTCL/Ufone, Fatima Fertilizer, Seagold and Lahore University of Management Sciences (LUMS).
Five new clients acquired: Seagold, Unity Foods and Institute of Business Management (IoBM).
Breakdown of business according to media:
Digital: 55%
Print: 30%
TV & Radio: 10%
Others: 5%
Top 5 services:
PR strategy formulation & execution
Media engagement & management
Digital PR
Stakeholder engagement
Issue & crisis management
Awards (FY 2022-23): None.
Top 3 campaigns: Spotify: ‘Equal’, Fatima Fertilizer: ‘Salam Kissan’ and PTCL campaigns at GITEX Global 2022.
Impact of AI: We have started using AI for content development and exploring AI for other applications, such as data analysis, strategy formulation, forecasting and automating messaging dissemination.
Primary challenges in 2023: A shifting media landscape and evolving audience behaviour, particularly among Gen Z. We adapted to digital trends and innovation. Issue and crisis management for clients was also conducted.
Vision for 2024: Adaptability, innovation, further adoption of digital, growing our people and staying ahead of media and audience trends.
Total revenue: Not given.
BLAZE GROUP
Year Established: 2004.
Staff Strength: 37.
Affiliation: None.
Offices: Lahore, Karachi, Islamabad, Hyderabad, Faisalabad, Gujranwala, Rawalpindi, Peshawar and Multan.
Agency Owner(s) and Other Principals: Adyan Sadiq Lone, Proprietor.
Top 5 brands in terms of collateral in FY 2022-23: PepsiCo, Samsung, Yango, Lake City Holdings and Allied Bank.
Five new clients acquired: Din Group, Yango, Naveena Steel, Panther Tyres and Lake City Holdings.
Breakdown of business according to media:
OOH: 100%
Top 5 services:
Strategy and planning, campaign analytics
Campaign and competition monitoring & reporting
Creative direction and execution
Industry reports
Awards (FY 2022-23): None.
Top 3 campaigns: Samsung: Z Flip/Fold 4, Pepsi: ‘Why Not Meri Jaan’ and 7Up: ‘Maza Up with 7Up’.
Impact of AI: Content optimisation and targeting, audience analytics and an increase in dynamic content and engagement. AI has brought data-driven decision-making and increased interactivity with outdoor media, making it more effective and adaptable to the changing needs of advertisers and their audiences.
Primary challenges in 2023: The external environment, with evolving road networks and customer journeys. This impacted the visibility of OOH assets, while further straining the congested OOH media landscape.
Vision for 2024: Creative direction will be the leading factor in determining brand impact and registering top of mind.
Total revenue: Rs 1.35 billion.
BLITZ ADVERTISING
Year Established: 2001.
Staff Strength: 100+.
Affiliation: DDB Worldwide (2005-2012), Publicis Groupe (Spark Foundry).
Offices: Karachi, Lahore and Islamabad.
Agency Owner(s) and Other Principals: Ahsen Idris, Chief Executive Officer and Umair Saeed, Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Jazz, Reckitt Pakistan, Allied Bank, Hamdard and Haier.
Five new clients acquired: Jafferjees, Ibrahim Fibres, Highnoon Pharmaceuticals, Shell Pakistan and PTV Flix.
Breakdown of business according to media:
TV: 58%
Digital: 22%
Print: 12%
Radio: 5%
Others: 3%
Top 5 services:
Communication strategy
Platform agnostic creative campaigns
Platform agnostic media buying & planning
Brand identity design
Platform/brand asset management
Awards (FY 2022-23):
Effie Awards 2023:
- David vs Goliath, Silver – Jazz Musafir
- Internet & Telecom, Bronze – Jazz Super 4G
- Social Media, Bronze – Jazz Musafir
Pakistan Digital Awards 2023: - Best Online Streaming Channel – BSports
- Best Video Creator – Golden Pearl
- Best Digital Campaign – Jazz
Pakistan Digital Awards 2022 - Best Banking Tech – Allied Bank
Top 3 campaigns: Allied Bank: Digital Banking Excellence, Hamdard: Naunehal relaunch and PAS: Madsemble launch.
Impact of AI: The effect of Gen AI tools is visible in the creative work a lot more than in the other functions we perform. The effects on workflows will become apparent in 2024.
Primary challenges in 2023: A rapidly changing external environment, rupee devaluation, state-imposed delays in foreign vendor payments. Solved with the help of our clients and service partners.
Vision for 2024: Operating with the flexibility, passion and creativity of a boutique along with the buying scale, expertise and resources of our global network.
Total revenue: Not given.
BOND ADVERTISING
Year Established: 1967.
Staff Strength: 35.
Affiliation: Fenton Social Change Communication.
Offices: Karachi and Islamabad.
Agency Owner(s) and Other Principals: Jamshed Qureshi, Chairman and Seema Jaffer, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Bank AL Habib, National Commission for Human Rights (NCHR), Islamic Banking Industry of Pakistan, Hoechst Pakistan (formerly Sanofi Pakistan) and Fotco.
Five new clients acquired: Healthx, Islamic Banking Industry – digital, Hoechst Pakistan, Barrick Gold and Musawi.
Breakdown of business according to media:
TV: 40%
Print: 10%
Radio: 5%
Digital 30%
Other: 15%
Top 5 services:
Brand Building
Purpose-driven Communications
Creative Content
Media Buying
Public Relations
Awards (FY 2022-23): None.
Top 3 campaigns: AL Habib Woman, NCHR: ‘Empower Her – Girls in Sports’ and Sanofi’s rebrand to Hoechst.
Impact of AI: It had a significant impact on our agency’s output by speeding up and enhancing the creative process and providing tools for more effective design and copywriting, including image and video editing. We use AI tools for feedback, personalisation and trend analysis.
Primary challenges in 2023: Rising inflation, exchange rate fluctuations. Political instability has also impacted ad budgets and client spending.
Vision for 2024: Build on our values of transparency and integrity to grow our business. Use the power of creativity and tech to create a better, more inclusive, more responsible future for our clients, our business and our industry.
Total revenue: Not given.
BRAINCHILD COMMUNICATIONS
Year Established: 1997, started as Pak Mediacom.
Staff strength: 494.
Affiliation: Publicis Group.
Offices: Karachi, Lahore, and Islamabad.
Agency Owner(s) and Other Principals: Raihan Merchant, Chairman.
Top 5 brands in terms of collateral in FY 2022-23: P&G, Nestlé, Pepsi, Mobilink and Mondelēz.
Five new clients acquired: Pepsi, Ufone, EBM, Lipton Teas and Infusions and Philip Morris Pakistan Limited.
Breakdown of business according to media:
TV: 65%
Digital: 28%
Others: 7%
Top 5 Services:
IMC Strategy
Media Planning and Buying
Data, Analytics, & Research
Social Media Management
Digital PR/KOL Engagement
Awards (FY 2022-23):
Dragons of Asia 2023:
Network of the Year – Red: Brainchild Communication affiliated with the Publicis Groupe.
Best Social Media or word-of-mouth campaign – Gold: Delivery Hero Pakistan.
Best use of Media – Black: Delivery of Hero Pakistan.
Best Brand building or awareness – Black: National Foods Pakistan.
Digi Awards 2023:
Best High Impact Campaign: Delivery Hero Pakistan.
Best Content Marketing: Nestlé Nescafé.
Best High Impact Campaign: Nestlé Nescafé RTD.
Best Integrated Media Strategy: Nestlé Fruita Vitals.
Best Content of the Year: CMPak – Zong 4G.
Dragons of Pakistan 2023:
Best Social Media or word-of-mouth Campaign – Gold: Delivery Hero Pakistan.
Best Brand building or awareness – Gold: National Foods Pakistan.
Best Social Media or Word of Mouth Campaign – Black: Zong 4G Pakistan.
Best Digital Campaign – Black: National Foods.
Effies Pakistan 2023:
Seasonal Marketing – Bronze: Cadbury Dairy Milk.
Social Media – Silver: Nestlé Milo.
Seasonal Marketing – Silver: Nestlé Milkpak.
Seasonal Marketing – Bronze: Nestlé Nido.
Marketing Disruptors - Services – Bronze: Easypaisa.
Marketing Innovation Solutions – Gold: Easypaisa.
Top 3 campaigns: National Foods: ‘Aaj Rung Hai’, Foodpanda: ‘Pau-Pau, Delivery Hero’ and Nestlé Nescafé: ‘Myth Busting.’
Impact of AI: We leverage its advantages to enhance the efficiency of our daily tasks. Prioritising employee training, we aim to excel in harnessing AI’s potential.
Primary challenges in 2023: Weak economy, inflation and restrictions on digital payments by the State Bank of Pakistan.
Vision for 2024: Strategic regional expansion, pioneering diverse revenue streams and meticulous skill set cultivation. Commitment to talent development, solidifying industry leadership and ensuring growth and sustainability.
Total revenue: Not given.
BRAND SPECTRUM
Year Established: 2017.
Staff strength: 23.
Affiliation: None.
Offices: Lahore.
Agency Owner(s) and Other Principals: Anwar Kabir, Founder and Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Oppo, Volka Foods, Bilquis and Abdul Razak Dawood (BARD) Foundation, Nestlé (Nescafé, Nestlé Yogurt, Pure Life) and ACE Money Transfer.
Five new clients acquired: Tecno, PepsiCo, Volka Foods, ZRK Group and Center For Human Rights (CFHR).
Breakdown of business according to media:
Brand activations and events: 30%
PR and influencer management: 40%
Creative, digital and video production: 30%
Top 5 services: We are an omni-channel agency with digital and data-driven insights at the heart of our solutions. They include brand communication strategies, digital and influencer marketing, strategic PR, experiential marketing and content creation. The fusion of these disciplines has enabled us to provide strategically sound, unique, cross-disciplined and result-oriented solutions for our clients.
Awards (FY 2022-23):
Dragons of Pakistan 2023:
Best Event or Experiential Marketing Campaign – Gold, Ride for Change, Pepsi Cola International Pakistan.
Top 3 campaigns: Pepsi: #RideForChange activation, Volka Foods, Mario Pasta: #NaTootayNaChipkay influencer campaign and ACE Money Transfer & HBL: influencer campaign.
Impact of AI: We believe Gen AI can enhance our work. It can analyse data to better understand customer behaviour/preferences and deliver sound results for our clients.
Primary challenges in 2023: The recession has led to our clients limiting their spending. As they want maximum ROI within these limitations, we have expanded our innovative approach with our unique fusion of digital, influencer and experiential marketing solutions. We have successfully adapted to this challenge without compromising on the returns.
Vision for 2024: Strengthening our position as a ‘fusion’ agency that operates at the cross section of digital, PR, influencer and experiential, while remaining committed to delivering a strong ROI on our clients’ spends.
Total revenue: Not given.
BULLS EYE DDB
Year Established: 2002.
Staff strength: 200.
Affiliation: DDB.
Offices: Pakistan: Karachi, Lahore, Islamabad, and Multan.
Middle East: Dubai and Muscat.
Agency Owner(s) and Other Principals: Shoaib Qureshy, Managing Director.
Top 5 brands in terms of collateral in FY 2022-23: FrieslandCampina Engro Pakistan, Unilever Pakistan, Tetra Pak, Subway and Lipton Teas and Infusions.
Five new clients acquired: Stylo, Philip Morris, Spotify, Shell and Sucral.
Breakdown of business according to media:
Creative: 30%
Digital: 20%
PR: 20%
Activation 30%
Top 5 services: Same as above.
Awards (FY 2022-23):
Effies Pakistan:
Gold for Lipton Chai Chahiye Campaign in Hot Beverages Category.
Gold for Pakistan Pavilion Expo 2020 Dubai in Passion for Pakistan Category.
Silver for Pakistan Pavilion Expo 2020 Dubai in Best Experiential Marketing.
Bronze for Walls Thand Hai Tou Kya Hua in Snacking Category.
Dragons of Asia/Pakistan 2023:
Gold Dragon of Asia for Pepsi Ride for Change campaign in Best Cause Marketing Category.
Gold Dragon of Pakistan for Pepsi Ride for Change campaign in Best Cause Marketing Campaign.
Top 3 campaigns: Lipton: ‘Chai Chahiye’, Pepsi: ‘Ride For Change’ and Red Bull Tour Bus.
Impact of AI: Tremendous. AI is our best creative assistant and helps improve the quality and timing of our output.
Primary challenges in 2023: Government policies, political uncertainty and the devaluation of our currency. The focus was on internal housekeeping rather than marketing.
Vision for 2024: A bull in hand is better than two in the bush. We will be focusing on our current clients rather than wasting time pitching for new clients. Multiple matadors to attack the same bull. We will be leveraging our all-rounder capability to deepen our relationships with our clients and do at least two of the following four: creative, digital, PR and activation.
Total revenue: Don’t ask a woman her age and any company their revenue.
CHANNEL 7 COMMUNICATION
Year Established: 1990.
Staff strength: 70.
Affiliation: Member of ICOM, the largest global independent communication network since 2008. Pakistan Advertising Association (PAA).
Offices: Islamabad, Peshawar, Lahore, Dubai and a liaison arrangement in Karachi.
Agency Owner(s) and Other Principals: Jawad Humayun, Group Chairman & Chief Executive Officer, Sayyed Ahmad Masud, Managing Director, and Owais Hamid Khan, Chief Creative Officer.
Top 5 brands in terms of collateral in FY 2022-23: Ministry of Information & Broadcasting, Ministry of Planning Development and Special Initiatives, Directorate General Public Relations – Government of Punjab and Ministry of Railways & Central Directorate – National Savings.
Five new clients acquired: Bank of Khyber, United Nations Office on Drugs and Crime, Nutrition International, Oil & Gas Development Company and International Organization for Migration.
Breakdown of business according to media:
Print: 50%
Electronic: 35%
Digital and Production services: 15%
Top 5 services:
Brand Development
Mainstream media (TV, radio, print)
Digital Media
Production
PR
Awards (FY 2022-23): Not given.
Top 3 campaigns: National Energy Efficiency & Conservation Authority (NEECA): ‘Soch Smart – Waste Not’, and Ministry of Information & Broadcasting: 50th Jubilee, Constitution of Pakistan & 14th August – 75th Diamond Jubilee.
Impact of AI: It has minimally impacted our workflows as C7 values creativity and originality over automation. We view AI as a supplementary tool, rather than a significant threat.
Primary challenges in 2023: Economic uncertainty and post-Covid recovery challenges. We overcame them through strategic planning and fostering resilience, ensuring sustained operations and growth.
Vision for 2024: A digital-first vision, leveraging technology to enhance efficiency, accessibility and engagement to ensure a seamless experience for our stakeholders.
Total revenue: Not given.
CMC
Year Established: 1980.
Staff strength: 42.
Affiliation: An exclusive affiliate of Ketchum.
Offices: Karachi, Islamabad and Multan.
Agency Owner(s) and Other Principals: Syed Jawaid Iqbal, President & Chief Executive Officer and M. Faisal Siddiqi, VP & Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: National Bank of Pakistan, Nestlé Pakistan, Telenor Pakistan, Toyota (Indus Motor Company) and Total PARCO.
Five new clients acquired: Total PARCO, Telenor Pakistan and Mashreq Bank.
Breakdown of business according to media:
Print: 80%
Digital: 15%
Electronic: 5%
Top 5 services:
Public relations & perception management
Crisis management
Content creation & writing
Digital Marketing
Strategic communications and public advocacy
Awards (FY 2022-23): None.
Top 3 campaigns: Total PARCO: ‘Beyond Cash’, Toyota Road Safety: ‘Concern Beyond Cars’ and National Bank of Pakistan: Flood Awareness Conference.
Impact of AI: It has played a pivotal role in expediting workflows. Harnessed effectively, it accelerates routine tasks, streamlines data analysis for strategic planning and fosters personalised communication. This contributes to a more efficient and impactful PR approach.
Primary challenges in 2023: Media landscape and media-spending shifts. We adapted by embracing digital strategies, fostering collaborations and refining our combination of traditional and digital communication approaches.
Vision for 2024: We plan to embrace a dynamic, client-centric philosophy, prioritising innovative strategies, cultural relevance and ethical communication, with a significant focus on digital media. We will amplify brand narratives and foster meaningful connections, primarily through organic reach.
Total revenue: Rs 78.13 million net.
CONNECT
Year Established: 2011.
Staff strength: 35+.
Affiliation: None.
Offices: Karachi, Lahore and Islamabad.
Agency Owner(s) and Other Principals: Abdul Qadir Shah, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Pakistan State Oil, State Life Insurance Corporation, Sui Southern Gas Company, Pak Suzuki and Mehran Spices.
Five new clients acquired: Trade Development Authority of Pakistan (TDAP), National Investment Trust, IDPs Project, State Bank of Pakistan and The Court (real estate group).
Breakdown of business according to media: Not given.
Top 5 services:
Creative
Media release, radio, TV & print
Digital & social media
Technology services
Events & PR
Awards (FY 2022-23): None.
Top 3 campaigns: TDAP: FoodAg Expo 2023 (Karachi)/WEXNET 2023 (Lahore), State Life: 50th Anniversary Celebrations and Sui Southern Gas Company mobile app launch.
Impact of AI: AI technology can more efficiently augment these functions through enhanced computational mechanics. Unlike manually run advertising campaigns, AI-powered digital marketing allows for the rapid-fire creation of highly personalised and segmented data set graphics.
Primary challenges in 2023: Keeping up with trends in AI.
Vision for 2024: Resilience and great work.
Total revenue: Not given.
THE D’HAMIDI PARTNERSHIP
Year Established: 1994.
Staff strength: 90-120.
Affiliation: WorldWide Partners Inc.
Offices and locations: Karachi, Islamabad, Lahore and Dubai.
Name of agency owner(s) and other principals: Faraz Maqsood Hamidi, Chief Creative Officer.
Top 5 brands in terms of collateral in FY 2022-23: Zong, Faysal Bank, National Foods, Sapphire Group and PureHealth.
Five new clients acquired: Allied Bank, Diner’s, Soorty Group, Getz Pharma and Getz Life.
Breakdown of business according to media: Not given.
Top 5 services:
Advertising
Brand strategy & development
Brand communication & collateral
Digital strategy
Media strategy
Awards (FY 2022-23): Not given.
Top 3 campaigns: Zong, Faysal Bank and PureHealth.
Impact of AI: The real integration of AI has given us more time to push the virtual boundaries of imagination and stretch the vocabulary of thought.
Primary challenges in 2023: Internally, transitioning back to on-site work post-Covid. [Insert canned laughter.] Externally, the vulnerable economic landscape of the world. And both are still a WIP.
Vision for 2024: Year after year, our proprietary Thinking Allowed™ approach has helped us refine, co-create and curate with an unwavering spirit of partnership that defines everything we do and everyone we meet.
Total revenue: Not given.
DIGITZ
Year Established: 2012.
Staff strength: 160.
Affiliation: Digitas (Publicis Groupe).
Offices: Karachi, Lahore and Canada.
Agency Owner(s) and Other Principals: Azam Jalal Khan, Co-Founder & Chief Executive Officer, Zeeshan Sharfi, Co-Founder & Managing Partner, Imtisal Abbasi, Director and Nida Haider Khan, Director.
Top 5 brands in terms of collateral in FY 2022-23: L’Oréal Pakistan, Tetra Pak (Africa, ME, Pakistan, Turkey), Coca-Cola Pakistan, Haleon Pakistan and Lipton Tea.
Five new clients acquired: Lipton Tea, Emaar, Armani, Nestlé and Bank AL Habib.
Breakdown of business according to media:
Digital: 100%
Top 5 services:
Strategy
Creative
Technology
Data
Media
Awards (FY 2022-23): None.
Top 3 campaigns: L’Oreal: Hyaluronic Acid Serum, Tetra Pak: Gulf Foods Manufacturing and National Foods: Capturing winter food culture in Pakistan.
Impact of AI: Positive impact on our agency from using Gen AI for creativity, to developing code and improving agency operations.
Primary challenges in 2023: Blockages on outward remittances by the State Bank of Pakistan.
Vision for 2024: A connected marketing and technology company, offering end-to-end solutions to our clients and delivering high quality with agility.
Total revenue: Rs 900 million+.
ETHER
Year Established: 2022.
Staff strength: 16.
Affiliation: None.
Offices: Lahore.
Agency Owner(s) and Other Principals: Zeban Syed, Partner & Chief Executive Officer and Sajeer Imran, VP Digital Marketing & Partner.
Top 5 brands in terms of collateral in FY 2022-23: SA Gardens, Forland Motors, WorldCall, CCL Pharma and Olympia Chemicals.
Five new clients acquired: SA Gardens, Forland Motors, WorldCall, CCL Pharma and Olympia Chemicals.
Breakdown of business according to media:
Digital 100%
Top 5 services:
Research & insights
Strategy & creative
Design & animation
Social media content & media services
PR & production
Awards (FY 2022-23): None.
Top 3 campaigns: Forland Safari launch, Premium Residencia launch and CCL X-Men PR campaign.
Impact of AI: Although creativity is a human skill that AI is not addressing at the moment, it has added value to the ideation process in terms of data management, visual ideation and touchpoint strategy.
Primary challenges in 2023: Business growth and sustainability. Over this period, we secured a number of full-time clients and projects that helped drive business growth and achieve breakeven.
Vision for 2024: We are a turn-key solution agency. In 2023, we executed creative, animation, PR and production projects. Moving forward, this will be the core of Ether’s philosophy, driving growth and creating impact.
Total revenue: Not given.
GOLDEN CIRCLE
Year Established: 2019.
Staff strength: 48.
Affiliation: None.
Offices: Lahore and Islamabad.
Agency Owner(s) and Other Principals: Syed Hassan Abbas, Founder and Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Haier Pakistan, Honda Atlas Cars, Eighteen by Ora, Fauji Cereals and Stylo Shoes.
Five new clients acquired: Carrera, Breshna Grid, Casarte, Candy and Fauji Cereals.
Breakdown of business according to media:
TV: 40%
Digital: 35%
OOH: 16%
Print: 5%
Radio 4%
Top 5 services:
Creative Ideation
Strategy
Digital
Performance Marketing
Digital PR
Awards (FY 2022-23):
Dragons of Asia 2023:
Gold Dragon, Haier Pakistan (Best Brand Building Campaign).
Silver Dragon, Honda City (Best Social Media Campaign).
Black Dragon, Eighteen by Ora (Best Brand Building Campaign).
Black Dragon, Stylo Shoes (Best Social Media Campaign).
Black Dragon, Haier Pakistan (Best word-of-mouth Campaign).
Black Dragon, Honda City (Best word-of-mouth Campaign).
Bronze Dragon, Honda Pakistan (Best Small Budget Campaign).
Top 3 campaigns: Haier Digital Inverter REF launch, Honda HRV/Civic launch and Eighteen by Ora – multiple launches.
Impact of AI: It is a great tool that helps us save time and do things that were not possible before. We have developed a perfect ecosystem where we are integrating AI into our daily workflow to improve our creative output.
Primary challenges in 2023: Inflation, and our strategy is to keep moving forward and maintain the momentum by continually adding new business.
Vision for 2024: We will continue to evolve our ecosystem and leverage AI-based tools in creative and media. We will harness technological innovation to improve our creative output and reach a wider audience.
Total revenue: Not given.
GREY CIRCLE
Year Established: 2018.
Staff strength: 15.
Affiliation: None.
Offices: Lahore.
Agency Owner(s) and Other Principals: Mustafa Ishaq, Owner.
Top 5 brands in terms of collateral in FY 2022-23: Fresh N Joy, GM Cables, Servis Long March Tyres, Marflex Group and Buzzazi.
Five new clients acquired: Care Cosmetics, Zeeki Shoes, Laban Garden, Freshco and Nine Leaves Hair Oil.
Breakdown of business according to media:
Digital: 80%
OOH: 20%
Top 5 services:
Creative campaigns
E-Commerce/performance marketing
Digital Marketing
Brand development
Brand identity
Awards (FY 2022-23): None.
Top 3 campaigns: Fresh N Joy: Lavender Face Wash, Servis Long March Tyres and GM Cables: Rakhay Apnon Ka Khayal.
Impact of AI: It has streamlined our workflow, particularly in content creation and ideation, resulting in substantial time savings and enhanced efficiency.
Primary challenges in 2023: Inflation impacting revenues and campaign budgets. Strategic financial management and innovative cost-saving measures were crucial in overcoming these hurdles.
Vision for 2024: We will embrace a philosophy of ‘Never say yes!’ as a mantra to encourage thoughtful decision-making and strategic choices in every endeavour.
Total revenue: Not given.
IG SQUARE
Staff Strength: 40.
Affiliation: IPG Mediabrands.
Offices: Karachi and Lahore.
Agency Owner(s) and Other Principals: Muhammad Sarwar Khan, Director & Chief Executive Officer and Adnan Shaikh, Director & Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Spotify, Al Jalil Developers, Emirates Airlines, United Industries and Panther Tyres.
Five new clients acquired: Education Systems (City School), Kaizen Paint, Maple Leaf Cement Factory, Shield Corporation and Urban City Developers.
Breakdown of business according to media:
Electronic Media: 71%
Print: 1%
Digital: 18%
OOH: 7%
Others: 3%
Top 5 services:
Comms planning
Media planning and buying for both traditional and digital media
Paid digital media (video, display, mobile) and SEM (organic & paid)
Performance/E-commerce (Conversion Rate Optimisation)
Programmatic (DV360)
Website design and development
Awards (FY 2022-23): None.
Top 3 campaigns: Spotify launch, Emirates re-launch and Kaizen launch.
Impact of AI: It is affecting everything from agriculture and medicine to finance – and media is no exception. In our media planning and buying, AI is present, more so in the digital space compared to the traditional.
Primary challenges in 2023: Everyone in the industry is facing more or less the same challenges. Digital advertising suffered because of payment challenges; recovery from clients is a big concern as they too are struggling with collections. Finding and retaining the right resources is also becoming difficult.
Vision for 2024: Imagine growth globally. Our philosophy is about unlocking the power of the imagination, because if done properly, it breeds creativity. Clarity on what delivers growth is critical because creativity just for the sake of it is a wasted effort and once you achieve the first two milestones, never be afraid of going global – scale up (imagine growth globally).
Total revenue: Not given.
INTERLINK ADVERTISING
Year Established: 2008.
Staff strength: 75.
Affiliation: None.
Offices: Karachi, Lahore, Islamabad and Peshawar.
Agency Owner(s) and Other Principals: Usman Attique Butt, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Information Broadcasting National Heritage, Government of Pakistan (GOP), Bank of Punjab (BOP), Sui Northern Gas Pipelines Limited, Federal Board of Revenue and National Bank of Pakistan.
Five new clients acquired: National Bank of Pakistan, Din Gardens (Faisalabad), Lahore Electric Supply Company, Pakistan Railways and Higher Education Commission.
Breakdown of business according to media:
Print: 36%
Electronic: 58%
Digital: 1%
Others: 5%
Top 5 services:
Media Management
TVC Productions
Media Buying & Planning
Digital Media Marketing
Content Writing
Awards (FY 2022-23): None.
Top 3 campaigns: National Disaster Management Authority: Flood Rehabilitation, BOP: Lahore Qalander campaign, GOP: Prime Minister Youth Programme.
Impact of AI: We use AI tools to perform complex jobs for clients. AI tools don’t deliver jobs with perfection and plagiarism is a problem. But it is fast and serves the purpose most of the time.
Primary challenges in 2023: Finding good human resources. We found a solution by signing MOUs with Punjab University and LCWU Mass Comm departments and accommodating their graduating students in our agency space.
Vision for 2024: Research. Any campaign designed without thorough research is shallow and cannot deliver goals.
Total revenue: Rs 1.2 billion.
ISHTEHARI
Year Established: 2011.
Staff Strength: 35.
Affiliation: None.
Offices: Karachi.
Name of agency owner(s) and other principals: Umair Kazi, Partner, and Syed Iftikhar Alam and Tariq Khan, Directors.
Top 5 brands in terms of collateral in FY 2022-23: Pediasure, Ensure, PureSquare, Easypaisa and Wincredibles.
Five new clients acquired: Easypaisa, Dove, TRESemmé, PureSquare and Dollar Industries.
Breakdown of business according to media:
Digital: 60%
ATL: 40%
Top 5 services:
IMC development
Digital marketing
Influencer campaigns
Salience micro campaigns
Identity development
Awards (FY 2022-23): None.
Top 3 campaigns: Pediasure: ‘Shoq Se Piyenge’, Easypaisa: ‘Kuch Bhi’ and PureSquare: ‘Pur’.
Impact of AI: Seismic shift. Most of our visual creation is now AI-assisted and almost all ideation and creative strategy leverages LLM tools. Insight mining is still done by humans.
Primary challenges in 2023: New talent acquisition as many folks find freelancing more attractive. We changed our client mix to give new hires an opportunity to work on global brands on a bigger canvas.
Vision for 2024: Doubling down on internet-native formats and tech-driven creation, fostering a mental health positive work culture and expanding internationally.
Total revenue: Not given.
KEYS PRODUCTION & PR
Year Established: 2012.
Staff strength: 50-75.
Affiliation: Evention LLZ (Agency Partner in UAE) and IMEX Frankfurt (Official Representation from the CEO).
Offices: Karachi, Lahore, Dubai and Baku.
Agency Owner(s) and Other Principals: Hasan Daudpota, CEO & Founder.
Top 5 brands in terms of collateral in FY 2022-23: National Foods, PepsiCo, Trade Development Authority of Pakistan (TDAP), British Council and Toyota.
Five new clients acquired: PepsiCo, Fauji Fertilizers, TDAP, Karachi Eat and EBM.
Breakdown of business according to media: Not given.
Top 5 services:
Event Planning
Event Management
Brand Activation
PR
Creative Content/Design
Awards (FY 2022-23):
Dragons of Asia 2023:
Campaign of the Year for National Food Activation at Karachi Eat 2023.
Top 3 campaigns: Shotbox: ‘Out of Orbit’, TDAP/Foreign Ministry: Global Cuisine Show and EBM: ‘Rs 100 billion Celebrations’.
Impact of AI: It has revolutionised our workflows by automating repetitive tasks, enhancing data analysis for strategic planning and improving audience targeting, ultimately optimising efficiency and delivering more impactful events and PR campaigns. AI has given a voice to the people who were lacking confidence in internal and external communications. AI is helping us take things forward much faster.
Primary challenges in 2023: Adapting to evolving virtual event trends and managing increased competition – overcoming these involved upskilling teams, embracing innovative technologies and refining our strategic approaches. Covering the losses of 2022; due to the floods, some of our major campaigns and events were postponed. A roller coaster year with heavy fluctuations in the dollar rates, a ban on imports and a shaky economy.
Vision for 2024: Quality over quantity. Embracing a holistic approach, prioritising creativity, adaptability, and sustainable practices. Fostering meaningful connections, leveraging cutting-edge technology and delivering impactful experiences.
Total revenue: Rs 250 million.
LATITUDE
Year Established: 2010.
Staff Strength: 10+.
Affiliation: Grayling.
Offices: Lahore.
Agency Owner(s) and Other Principals: Nuscie Jamil, Chairperson and Omar Jamil, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Master Changan Motors, Zong, Netsol Technologies, Sarmayacar and Cashew Payments.
Five new clients acquired: Zong, Sarmaycar, HugoBank, Netsol Technologies and Cashew Payments.
Breakdown of business according to media:
Print: 35%
Digital: 50%
TV/Radio: 10%
Others: 5%
Top 5 services:
Strategic communication planning
Media relations
Content creation and storytelling
Digital marketing integration
Event management
Awards (FY 2022-23): None.
Top 3 campaigns: Zong: Independence Day (Ahmad Chagla), Master Changan Motors Oshan X7: mid-sized Crossover SUV launch and Master Changan Motors: first global export of 14 Oshan X7 SUVs.
Impact of AI: We integrate AI tools for data analysis, trend identification and personalised communication strategies, enhancing efficiency and providing insights for more targeted and impactful PR campaigns.
Primary challenges in 2023: Evolving communication landscapes and market dynamics. We navigated this through agile adaptation, continuous learning and strategic collaborations, ensuring resilience and sustained client success.
Vision for 2024: Innovation and adaptability, prioritising creativity, data-driven insights and sustainable practices to deliver cutting-edge PR solutions and exceed client expectations in a dynamic market.
Total revenue: Not given.
LOTUS PR
Year Established: 2007.
Staff Strength: 20.
Affiliation: None.
Offices: Lahore.
Agency Owner(s) and Other Principals: Selina Rashid Khan, Founder & Chief Executive Officer and Mohammed Zubair Mallick, MD, Corporate Affairs & Communications.
Top 5 brands in terms of collateral in FY 2022-23: Coke Studio, L’Oréal Pakistan, Multan Sultans, Coca-Cola Pakistan (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) and SOC Films (including Patakha Pictures, Neela Asmaan Residency, Museum of Food and SOC Outreach).
Five new clients acquired: Multan Sultans, Pakistan Cables, Fuòco Restaurants, International Steels Limited and Pakistan Cricket Board.
Breakdown of business according to media:
Influencer engagement: 40%
Digital media: 25%
Celebrity & stakeholder engagement: 15%
Print media: 15%
Broadcast: 5%
Top 5 services:
Strategic Communications: Public facing & internal
Stakeholder management
Crisis management
Brand positioning & reputation management
Creative ideation & influencer engagement
Awards (FY 2022-23):
PR News Digital Awards 2023:
Coke Zero – Second Best Influencer Campaign in the World, Influencer Marketing.
Effie Awards Pakistan 2023:
Coke Studio Season 14 – Grand Prix: Youth Marketing, Coca-Cola [shared with other partner agencies on the project led by Ogilvy].
Top 3 campaigns: Coke Studio, Patakha Pictures and Coke and Meals: ‘Recipe for Magic’.
Impact of AI: It has enabled us to automate basic tasks and expedite generic content writing. More advanced AI helps us explore creative avenues in our communications campaigns.
Primary challenges in 2023: Political instability coupled with a sharp economic downturn, high inflation and challenging taxation policies. This impacted budgets, media spend, work stability and media focus. While these challenges continue to persist in varying degrees, our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision for 2024: To create meaningful cultural moments and movements for our clients, partners and the communities where we operate. We are looking at taking these values to new markets and exploring new horizons in the global communications industry.
Total revenue: Not given.
MANHATTAN COMMUNICATIONS
Year Established: 1954.
Staff Strength: 100+.
Affiliation: Media & digital affiliated with Havas Worldwide.
Offices: Karachi, Lahore and Islamabad.
Agency Owner(s) and Other Principals: Adeeba Mahmood Khan, Tehmina Siddiqi, Fahd Anis Khan and Faraz Anis Khan.
Top 5 brands in terms of collateral in FY 2022-23: McDonald’s, Bisconni, Qarshi Jam-e-Shirin, Servis Tyres and Silkbank.
Five new clients acquired: Garibsons, Punjab Oil Mills, Nana Smarty, Bona Papa and Uniferoz.
Breakdown of business according to media (FY 2022-23):
Print: 55%
Digital: 35%
TV: 10%
Top 5 services:
Strategy
Creative
Digital Marketing
Productions
Media Planning & Buying
Awards (FY 2022-23):
Effie Awards 2023:
McDonald’s Women Empowerment – Silver: Corporate Reputation
McDonald’s Hot N’ Crispy Burger – Bronze: Restaurant
Tabiyat.pk – Bronze: Retail
Top 3 campaigns: McDonald’s: ‘25 Years Celebrations’, Qarshi Johar Joshanda: ‘Khayal Rakhne Ki Adat’ and Silkbank: All in One Account.
Impact of AI: It is the ultimate brainstorm buddy. AI sifts through data mountains and sparks creative trails, letting our team blend human ingenuity with machine precision for dazzling campaigns.
Primary challenges in 2023: Political instability, adverse economic conditions and rampant inflation have negatively impacted our revenues. The challenge has been to keep the key players motivated in terms of increased quality and productivity.
Vision for 2024: To continue with the strategy adopted for 2023 and increase our revenues from existing and potential clients.
Total revenue: Not given.
MARKSMAN ADVERTISING
Year Established: 1962.
Staff Strength: 20+.
Affiliation: None.
Offices: Karachi.
Agency Owner(s) and Other Principals: Javed Qadeer Khan, Chief Executive Officer, Syed Iqbal Azad, Director and Mirza Ovais Hassan, Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Chevron Pakistan, Martin Dow, Fast Cables, MMI Hospital and Al Meezan.
Five new clients acquired: Martin Dow, Multisystemic Therapy Innovex and ChildLife.
Breakdown of business according to media:
Digital: 50%
Print: 30%
Production: 20%
Top 5 services:
Digital strategies
Growth marketing
Digital and SM marketing
Creative campaigns
Production
Awards (FY 2022-23): None.
Top 3 campaigns: Fast Cables: Ramzan campaign, Caltex: Fuel Station and DGD & MMI: Zakat campaign.
Impact of AI: It streamlined workflows by handling content and research tasks, easing the workload for copywriters and designers. The integration of paid AI software has reduced work hours, enhancing overall efficiency.
Primary challenges in 2023: Client retention amid economic shifts. To overcome these, we provided value-added design services by aligning with US strategies. Performance marketing ensured clients saw tangible results, while addressing spending power concerns.
Vision for 2024: Symbiotic growth. We thrive by adapting to industry changes, implementing innovative tactics and consistently generating creative ideas.
Total revenue: Not given.
MEDIA FEATHERS
Year established: 2017.
Staff strength: 40+.
Affiliation: Not given.
Offices and location: Karachi.
Name of agency owner(s) and other principals: Owais Bikiya, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Milabs.com.sa, Zeesy.pk, Aajoyland.com, Afetotoshop.ae and Disreeshaw.com.
Five new clients acquired: Bulletinexclusive.com, Disreeshaw, Login Smart Technology, Aizn Developers and Profound Realtors.
Breakdown of business according to media:
Digital Marketing: 80%
Outdoor: 20%.
Top 5 services:
Website development
SEO
Social media marketing
Strategy development
Brand launches
Awards (FY 2022-23):
Clutch Awards:
Top Email Marketing Company in Pakistan
Top Influencer Marketing Company in Pakistan
Top 3 campaigns: Zeesy.pk, Milabs.com.sa and Aajoyland.com.
Impact of AI: It is helping our business perform functions faster; from creating sales pitches to automating different tasks. We use AI to gain more productivity.
Primary challenges in 2023: Staying updated on trends, proving ROI and adapting to evolving technology. We overcome these challenges thanks to data-driven strategies, client education and agile approaches to change.
Vision for 2024: Customer-centricity, data-driven decision-making, creativity, ethics, continuous learning and delivering measurable ROI through integrated, agile and data-driven strategies.
Total revenue: Not given.
MEDIA MATTERS
Year established: 2009.
Staff strength: 50+.
Affiliation: Grayling.
Offices and location: Karachi, Lahore, Islamabad and Dubai.
Name of agency owner(s) and other principals: Aleem Durrani, Founder & CEO and Natasha Durrani, Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: PSO, Telenor Bank, Unilever Pakistan, PUBG Mobile and Foodpanda.
Five new clients acquired: Dubai Economy & Tourism, Meta, Careem, Daraz and Oil & Gas Development Company (OGDCL).
Breakdown of business according to media:
Conventional PR: 70%
Digital PR: 30%
Top 5 services:
PR Strategy
Crisis Communication
Digital PR and marketing
Media Training
Influencer Campaigns
Awards (FY 2022-23): None.
Top 3 campaigns: Dubai Economy & Tourism (with Sajjal Aly) and Meta: Content Creators’ campaign for World Safer Internet Day.
Impact of AI: We have been encouraging our staff to leverage AI for smart workflows to bring more efficiency. It is a win-win situation as it enhances their own skills and capabilities.
Primary challenges in 2023: The ad industry as a whole has become extremely fragmented with separate creative agencies, media buying houses and digital platforms. It is a challenge to provide 360-degree solutions to clients and we are enhancing our capabilities to overcome this.
Vision for 2024: Staying ahead of trends, fostering strong relationships and delivering results. We will focus on embracing creativity, innovation and adaptability to effectively communicate our clients’ messages.
Total revenue: Not given.
MEDIA PULSE
Year established: 2005.
Staff strength: 35+.
Affiliation: None.
Offices and location: Karachi, Lahore and Islamabad.
Name of agency owner(s) and other principles: Aleem Durrani, Founder and Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Bank Alfalah, GTR, Habib Oil Mills (HOM), M&P Express and Viral Nation (PUBG).
Five new clients acquired: Pfizer Pakistan, Pakistan Stock Exchange and Metro Company.
Breakdown of business according to media:
Conventional: 80%
Digital: 20%
Top 5 services:
Media planning and buying
Digital marketing
Strategic counselling
Performance marketing
Data in real time
Awards (FY 2022-23): None.
Top 3 campaigns: Bank Alfalah: ‘Charges Waiver’, GTR: thematic campaign and HOM: Independence Day campaign.
Impact of AI: It had a big impact on our workflow. AI automates tasks, gives data-driven insights and improves efficiency.
Primary challenges in 2023: Adapting to new technologies and fierce competition. We overcame these by improving efficiency, building trust with clients, fostering innovation and embracing change.
Vision for 2024: To be a comprehensive marketing and communications agency that offers integrated solutions for all client needs, including strategy formulation, conventional and digital media planning and buying, production/creatives, digital marketing and PR.
Total revenue: Not given.
MESSAGE COMMUNICATIONS
Year established: 2000.
Staff strength: 40.
Affiliation: All Pakistan Newspapers Society, Pakistan Broadcasters Association, Pakistan Advertising Association, Directorate General Public Relations, Press Information Department, Lahore Chamber of Commerce and Marketing Association of Pakistan.
Offices and location: Lahore, Islamabad, Karachi, Peshawar.
Name of agency owner(s) and other principals: Sohail Aziz.
Top 5 brands in terms of collateral in FY 2022-23: Atlas Honda, The Bank of Punjab, Popular Pipes, Forman Christian College and Evercare Hospital.
Five new clients acquired: Diamond Direct, Ravi Urban Development Authority, Freedom Network, Punjab Central Business District Development Authority and GMP Foodz.
Breakdown of business according to media:
Print Media: 60%
Electronic Media: 90%
Digital Media: 70%
Top 5 services:
Creative and Design Services
Digital Media Marketing
Website Development and Maintenance
Production – TVC/DVC/Documentaries/Animations
Event Management
Awards (FY 2022-23):
CEO Club: 100 CEOs
Punjab Central Business District Development Authority: Outstanding brand visibility, market presence, and customer engagement.
Popular Pipes: Outstanding creative and marketing services
Forman Christian College: Outstanding Performance
Pioneer Cements: Outstanding market research services
PPI: Outstanding Campaign of “WORLD POPULATION DAY 2020”
Top 3 campaigns: Forman Christian College: Admission Campaign 2022, South Punjab Forest Company: Project Campaign 2017 and Sui Northern Gas Pipelines Limited: Winter campaign.
Impact of AI: It has revolutionised our workflows, streamlining repetitive tasks, enhancing data analysis precision and fundamentally transforming our approach, thereby ensuring efficiency.
Primary challenges in 2023: From easy AI tools access to client in-housing. Budget constraints and changing consumer behaviour demanded strategic adaptation to ensure resilience in a dynamic landscape.
Vision for 2024: Adapt to evolving digital terrain, leveraging AI efficiencies to deliver impactful campaigns, ensuring innovation and relevancy.
Total revenue: Rs 200 million.
MIDAS COMMUNICATIONS
Year established: 2000.
Staff strength: 85.
Affiliation: None.
Offices and location: Islamabad, Lahore and Karachi.
Name of agency owner(s) and other principals: Nadeem Akbar, Chief Executive Officer and Shahzad Malik, Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Ignite, UNICEF, United Nations Development Programme (UNDP), Ministry of Information & Broadcasting and Ministry of Planning, Development & Special Initiatives.
Five new clients acquired: Directorate General Public Relations Lahore, Indus Hospital Network, Oil & Gas Development Company, Oil & Gas Regulatory Authority (OGRA) and NADRA.
Breakdown of business according to media:
Digital: 3%
Print: 33%
TV: 62%
Production: 2%
Top 5 services:
Creative campaigns
Graphic design
Audio-video productions
Digital content
Media buying
Awards (FY 2022-23): None.
Top 3 campaigns: Polio eradication campaign, Ministry of Information & Broadcasting public awareness campaigns (voter education and election training) and OGRA’s safety campaign.
Impact of AI: We leverage AI cautiously and deploy it where efficiency and time savings are the chief objectives.
Primary challenges in 2023: Business uncertainty, thanks to the political and economic situation. In response, we reassessed our business strategy and shifted our focus to the development sector.
Vision for 2024: Everything boils down to being ready and taking life as it comes. We also intend to play aggressively in terms of greater reach and penetration.
Total revenue: Rs 794 million.
MULLENLOWE RAUF
Year established: 1951.
Staff strength: 90.
Affiliation: We have always held the name of our global network and kept up with their re-brands over the last seven decades… MullenLowe Global was our most recent re-brand, launched in June 2023.
Offices and location: Karachi and Lahore.
Name of agency owner(s) and other principals: Khalid Rauf, Chairman and Chief Executive Officer, Aamir Khwaja, Chief Operating Officer and Naveed Minhas, Executive Director – Lahore.
Top 5 brands in terms of collateral in FY 2022-23: Dalda, MCB Bank, Glow & Lovely, Good Goodies and Lifebuoy.
Five new clients acquired: Unity Foods, MCB Islamic and Wazir Ali Industries (Tullo).
Breakdown of business according to media: Not given.
Top 5 services:
Creative Account Planning
Digital
Media
Website/App Development
PR
Awards (FY 2022-23):
Effie Awards Pakistan:
Surf Excel, Ramzan: Gold, Sustained Success
Top 3 campaigns: EFU Life: ‘Aaj Ko Manao’, Glow & Lovely: ‘Lawyer’ and TRESemmé: ‘Salon Smooth Baal, Ghar Pe’.
Impact of AI: The efficiencies provided by ChatGPT and MidJourney have helped speed up certain aspects of campaign development, allowing teams to focus more on the strategic and ‘thinking’ aspects, as well as adding the nuance and creative flair that AI cannot.
Primary challenges in 2023: From an economically challenging business environment to facing a ‘talent drain’, we have had to embrace change. This has led us to think like challengers for our client’s businesses as well as to expand our own revenue streams. It has made us re-imagine the way we attract and retain our talent by creating flexible working situations and innovative incentives.
Vision for 2024: Hopeful, hungry… and ‘positively dissatisfied’. No one ever made anything great from a place of satisfaction.
Total revenue: Not given.
NUTSHELL COMMUNICATIONS
Year established: 2021.
Staff strength: 63.
Affiliation: None.
Offices and location: Karachi, Lahore and Islamabad.
Name of agency owner(s) and other principals: Muhammad Azfar Ahsan, Founder and Chief Executive Officer, Usman Yousuf, Director and Rabia Shoaib Ahmad, Director and Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Engro Corporation, K-Electric, Jazz, Faysal Bank and SAP Pakistan.
Five new clients acquired: Jazz, Mondelēz , Oxford University Press, FINCA Microfinance Bank and Pakistan Banks’ Association.
Breakdown of business according to media:
Print: 35%
TV: 30%
Radio: 5%
Digital: 30%
Top 5 services:
PR and Communications
Content development and creative services
Strategic engagements
Digital marketing, digital PR and outreach
Media monitoring and reporting
Awards (FY 2022-23): None.
Top 3 campaigns: Faysal Bank: Complete Islamic Conversion and K-Electric: ‘Naya Bill, Hara Qadam’.
Impact of AI: It helped create efficiencies by addressing repetitive but time-sensitive tasks, while providing creative inspiration for visual and intellectual content.
Primary challenges in 2023: Finding talent commensurate with the diversity and dynamism of the work expected from a communications firm. To address this, we used both in-house and external HR consultancies, as well as resorting to non-conventional hiring. Another challenge was an exaggerated focus on budgets. To overcome this, we adopted ROI-based strategies that resonated with business KPIs.
Vision for 2024: To pursue excellence through hard work and honesty. Constantly challenge ourselves to grow and learn. Inspire through competence, commitment and passion. Set new benchmarks for quality and performance. Uplift the industry and build stronger communities. Remain steadfast and resilient. Be Pakistan’s ambassadors and contribute towards realising its true potential. Promote peace and goodwill and build bridges between nations. Live by these tenets, motivating ourselves and those around us.
Total revenue: Not given.
OKTOPUS GROUP
Year Established: 1965.
Staff strength: 97+.
Affiliation: Carat (a Dentsu company).
Offices and Location: Karachi, Lahore and Islamabad.
Name of agency owner(s) and other principals: Nadeem Kabir Alvi, Chief Executive Officer and Tabish Waqar, Chief Operating Officer.
Top 5 brands in terms of collateral in FY 2022-23: Department for International Development (DFID), Bata, Royal Fans, Diamond Tyres and Gree/Ecostar.
Five new clients acquired: Sparx, DFID and Royal Fans.
Breakdown of business according to media: Not given.
Top 5 services:
Conventional Media
Digital Media/PR
Creative
Outdoor/Activations
Awards (FY 2022-23): None.
Top 3 campaigns: Not given.
Impact of AI: Not given.
Primary challenges in 2023: Inflation, the rise of the dollar, lack of political and economic stability and reduced advertising budgets. However, we fought this difficult battle and are gearing up for the next year hoping to have positive and lasting progress.
Vision for 2024: With the affiliation with Carat, we are looking forward to breaking through with global client pitches and making structural and team enhancements to gear up for a strong media presence within the industry.
Total revenue: Not given.
RED PUBLICIS
Year established: 1996.
Staff strength: 81.
Affiliation: Publicis Groupe, since 2007.
Offices and location: Lahore.
Name of agency owner(s) and other principals: Sabene Saigol, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Nestlé Pakistan, Packages, United Industries Limited (Kashmir Cooking Oil & Banaspati), L’Oreal/Garnier and Asian Consumer Care Pakistan.
Five new clients acquired: Packages Convertors (Rose Petal, Maxob, Zzoop, Tulip, Embrace), Olympia Chemicals (Breeo Detergent), Knorr (digital), Midcity Housing Islamabad and Innovative Biscuits.
Breakdown of business according to media: It will be hard to quantify the percentages for different media, but most of our business is driven by digital-first brand executions; TV being the second most demanded medium, followed by Packaging, POSM, OOH and E-commerce.
Top 5 services:
Communication Strategy
Integrated Creative Concept Development
Digital Marketing Services
Integrated Visual Design Development and Packaging Design Development
Motion Graphics
Awards (FY 2022-23):
Dragons of Pakistan/Asia 2023:
Nescafé ‘Myth Busting’ Campaign: Silver Dragon, Best Social Media or Word of Mouth Campaign
Effie Awards 2023:
House of Nestlé Milkpak – ‘Har Sehr-o-Iftar Khushi Se’: Silver, Seasonal Marketing
Nestlé Nido 1+ – ‘Triple Action Protection’: Bronze, Packaged Foods
Top 3 campaigns: Nescafé ChillVerse: Pakistan’s first AI Generative campaign, Maxob Toilet Hygiene: ‘Wash Ke Baad Dry Zaroori’ and Nestlé Milkpak Cream: ‘Pakistan’s No.1 Branded Dairy Cream’.
Impact of AI: It has been a game-changer, expanding our design capabilities and saving time. We are proud to have created Pakistan’s first AI-based content for Nescafé, creating the type of content Gen Z prefers. We are using AI to craft better storyboards, which helps us tell more captivating stories. AI has been a real boost in our creative journey!
Primary challenges in 2023: Managing rising costs and diminishing budgets. We tackled these by optimising our operations, controlling expenses while maintaining high-quality work.
Vision for 2024: ‘Creating contagious ideas that change conversations.’ We are going all-in on creativity and harnessing the latest tools and tech to truly understand our audience. This creative boost will fuel our mission to spark meaningful conversations in an engaging way.
Total revenue: Not given.
RG BLUE
Year established: 2006.
Staff strength: 58.
Affiliation: None.
Offices and location: Karachi.
Name of agency owner(s) and other principals: Khalid Saleem, CEO.
Top 5 brands in terms of collateral in FY 2022-23: Bank Islami, Pakistan State Oil, Institute of Business Administration, Bisconni (corporate, Chocolate Chip and Novita Wafers) and Pak Suzuki Motors.
Five new clients acquired: Nelson Paints, International Packaging Films, Centre for Economic Research of Pakistan, Ismail Industries and KFC.
Breakdown of business according to media:
TV: 80%
Print: 8%
Radio: 2%
Digital: 10%
Top 5 services:
Digital Media
Brand Consultation
Design and Identity Creation
Content and Narratives
Events and Production
Awards (FY 2022-23): None.
Top 3 campaigns: Suzuki Swift relaunch, Sapphire Fragrances and PSO Carient.
Impact of AI: Ideation, copywriting, prototyping and analysis all witnessed a ubiquitous permeation of free AI tools. Speed to solution has rapidly increased.
Primary challenges in 2023: Cost of doing business, finding the right talent pool and foreign remittances for digital media.
Vision for 2024: Narrative and design.
Total revenue: Not given.
SPECTRUM VMLY&R
Year of Establishment: 1978.
Staff Strength: 94.
Affiliation: VMLY&R, since 1995.
Offices & Location: Karachi and Islamabad.
Name of Agency owner(s) and other Principals: Shahnoor Ahmed, Chairman & Chief Eexecutive Officer, Shah Omar Ahmed, Director & Chief Digital Officer, Zohra Yusuf, Chief Creative Officer and Khalid Nayeem, Chief Management Officer.
Top 5 Brands in terms of collateral in FY 2022-23: Colgate Toothpaste, Bonus Detergent, Max Surface Care, Brite Detergent and Caltex Delo/Havoline.
Five new clients acquired: Lucky Core Industries, Roar, Paul and Sindh Enterprise Development Fund.
Breakdown of Business according to media:
TV: 61%
Digital: 9%
Print: 1%
Radio: 1%
Others: 28%
Top 5 services:
Brand & Communication Strategy
Big Idea Generation & Execution
Platform Strategy, Digital Content, Community Planning & Management
Consumer, Category, Data, Insights & Social Listening
Conventional & Digital Media Planning & Buying
Awards (FY 2022-23):
Effie Awards Pakistan 2023:
Brite Detergent: Bronze, Household Supplies and Services
Top 3 campaigns: Brite: ‘Sub Right Kardega’, Max Fresh: ‘Aao Refresh Karain’ and Caltex Lubricants: Anti-counterfeit campaign.
Impact of AI: It has allowed us to reinvent the brief for writing and designing in strategy, community, creative and client servicing. AI tools give a quick start, productivity boost and cross-check. It also proves the value of human creativity.
Primary challenges in 2023: Economic shocks, including restrictions on payments to international publishers. With increased social media influencers, we have learned whom to trust and how to manage third-party content creation.
Vision for 2024: Integration of new technologies, inspiring creativity and opportunities to tap into culture, so that we continue creating award-winning, connected brands with effective campaigns.
Total revenue: Rs 193 million.
STARCREST COMMUNICATIONS
Year established: 2006.
Staff strength: 50+.
Affiliation: None.
Offices and location: Karachi, Lahore and Islamabad.
Name of agency owner(s) and other principals: Zameer Siddique Qureshi, Chief Executive Officer and Founder.
Top 5 brands in terms of collateral in FY 2022-23: Oppo, Seedcred, Hayat Kimya (Molfix), Haier Pakistan and Educators.
Five new clients acquired: Seedcred, Jinglecred, Goldline and AGP Pharma.
Breakdown of business according to media:
Digital: 55%
Other Media: 45%
Top 5 services:
Content curation and amplification
Digital Marketing
Performance marketing
Social media & community management
Creative campaigns
Awards (FY 2022-23):
Effie Awards Pakistan 2023:
Amreli Steel ‘50 Years Solid’: Gold, Construction, real estate companies, and allied industries
Top 3 campaigns: Barwaqt: product launch, Peridots by AGP Pharma and iPhone 15 launch (mercantile).
Impact of AI: It has greatly influenced our trend analysis, content curation and optimisation, predictive campaign analysis for digital spends, customer engagement and helped us to segment audiences based on their lifestyles and behaviours, as well as have a more contextual communication approach towards these segments.
Primary challenges in 2023: Economic instability and inflation. We stayed ahead of the curve by pre-empting solutions for our clients, partners and thought leadership.
Vision for 2024: Purpose-driven marketing and developing more content strategies and executions for immersive and interactive content. We want to enable digital and performance marketing at its full scale by giving optimised content.
Total revenue: Not given.
STARLINKS PR
Year established: 2015.
Staff strength: 10.
Affiliation: None.
Offices and location: Karachi.
Name of agency owner(s) and other principals: Shanaz Ramzi, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Karachi Biennale, National Foods, International Pakistan Prestige Awards (IPPA), Mansha Brothers and Adab Festival.
Five new clients acquired: Adab Festival, Justice Project Pakistan, Mansha Brothers, Karachi Biennale and National Foods.
Breakdown of business according to media:
Digital, PR and event management
Top 5 services:
Strategy
Digital marketing
Coverage in print and electronic media
Event management
Counselling
Awards (FY 2022-23):
WORLD CONFEDERATION OF BUSINESSES – The Bizz Awards:
Business Excellence Award in the World
Citation by New York’s Town of Hempstead for SEPMA conducted in Long Island
Pin by the Mayor of Manchester for IPPA
Top 3 campaigns: Karachi Biennale and Maula Jatt promotions in Karachi and IPPA.
Impact of AI: It has made our work quicker, more efficient and creative, with less room for mistakes.
Primary challenges in 2023: Work was slow until after Ramzan. There were price hikes in electricity and other overheads. We met the challenge by cutting down on costs and making Saturdays a WFH day.
Vision for 2024: To gain a competitive advantage by maintaining low overhead costs and prioritising customer satisfaction. We will continue to provide value-addition, exceed expectations and foster long-term relationships with our clients.
Total revenue: Approximately Rs 6 million.
SYNERGY ADVERTISING
Year Established: 1999.
Staff Strength: 270.
Affiliation: Dentsu.
Offices and Locations: Karachi, Lahore and Islamabad.
Name of agency owner(s) and principals: Ahmed Hussain Kapadia, Chairman & Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Bill & Melinda Gates Foundation (Polio Project), KFC Pakistan, HabibMetro Bank, State Bank of Pakistan and State Life Insurance.
Five new clients acquired: Bill & Melinda Gates Foundation (Polio project), Yango, Pakistan State Oil, Domino’s Pakistan and Bank Makramah (Summit Bank).
Breakdown of business according to media:
TV: 63%
Radio: 9%
Print: 7%
OOH: 2%
Digital: 20%
Top 5 services:
Creative/copy/concept
Strategy
Design
Media
Digital Marketing
Awards (FY 2022-23):
Pakistan Digi Awards 2023:
State Bank – Best Global Reach
HabibMetro – Best Short Form Web Video
Synite Digital – Best Digital Agency of the Year
Synite – Best Digital Team of the Year
Pak Suzuki – Best Social Media Campaign (Instagram)
Standard Chartered Bank - Best Accelerator Program
KFC – Best Social Media Campaign (Twitter)
Domino’s – Best Digital Trading Team
Faysal Bank – Best Payment Technology (Payoneer)
Effie Awards Pakistan 2023:
FFC – Feel Good – Restaurant Category – Silver
Suzuki – First Ever Online Used Car Gala – Bronze
Dragons Of Asia/Pakistan 2023:
SCP (Asia) – Best Small Budget Campaign
Shell (Asia) – Best Use of Media
KFC (Pakistan) – Best Digital Campaign
Shell (Pakistan) – Best Brand Building/Awareness Campaign
HabibMetro (Pakistan) – Best Brand Building/Awareness Campaign
Top 3 campaigns: State Bank of Pakistan: Raast, HabibMetro: Remittance and KFC: ‘Feel Good, Real Good’.
Impact of AI: It has transformed the workflow both from an insights and design point of view. With the ability to analyse vast amounts of data, AI has improved ad targeting, personalisation and content creation. It has streamlined processes, making campaign management more efficient and cost-effective.
Primary challenges in 2023: Limited budgets, conservative societal norms and intense competition. To overcome these hurdles, agencies have adapted by embracing digital marketing, creating culturally sensitive campaigns and fostering creative talent.
Vision for 2024: Committed to our people and new ways of working. Real intelligence combined with AI will define the path for the future.
Total revenue: Rs 1.9 billion.
TALKING POINT
Year established: 2016.
Staff strength: 25.
Affiliation: None.
Offices and location: Karachi.
Name of agency owner(s) and other principals: Fareshteh Aslam, Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: Unilever Pakistan, GSK Consumer HealthCare Pakistan, Alkaram Textiles, Ismail Industries and Ideas.
Five new clients acquired: Yango, Eat Festival, SNS Cares, Young’s and Pakola.
Breakdown of business according to media: The majority of our business is diverted towards digital. As a PR agency, barely anything is spent on traditional forms of media.
Top 5 services:
Creative campaigns
Influencer Marketing
Media Strategy
Graphic Design
Video Animation
Awards (FY 2022-23): None; we don’t participate in advertising awards as we are a PR and Digital agency.
Top 3 campaigns: Ding Dong, Lux Style Awards and Lifebuoy Shampoo.
Impact of AI: The workflow has remained the same. However, it has definitely proved to be helpful in research.
Primary challenges in 2023: The economic downturn (global and local) has compelled large and small companies to cut back on marketing spending, and that has affected our business in a major way.
Vision for 2024: Flexibility. Transparency. Head above water.
Total revenue: Not given.
VOWEL
Year established: 2018.
Staff strength: 26.
Affiliation: None.
Offices and location: Lahore.
Name of agency owner(s) and other principals: Imran Afzal, Chief Executive Officer and Managing Partner, Hameed Shahbaz, Nadeem Wahid and Kashif Saeed, Managing Partners.
Top 5 brands in terms of collateral in FY 2022-23: Honda Atlas, Shakarganj Foods, Hunza Steel, ParkView City and Din Gardens.
Five new clients acquired: Hunza Steel, ParkView City, Din Gardens, Bilquis and Abdul Razak Dawood (BARD) Foundation and Syngenta Pakistan.
Breakdown of business according to media:
TV: 50%
OOH: 19%
Print: 15%
Digital: 10%
Radio: 4%
Top 5 services:
Strategy
Creative
Design
Digital
Production
Awards (FY 2022-23): None.
Top 3 campaigns: Honda HRV, ParkView City launch and Din Gardens launch.
Impact of AI: It has not affected the workflow much, although in the future AI will have its pros and cons. Any technology advancement supports the workflow and individuals if used the right way.
Primary challenges in 2023: The heat of a slow economy and high inflation, which affected marketing budgets. But there were new avenues, like real estate where marketing budgets multiplied during this phase.
Vision for 2024: Change. Without change, agencies will lose their competitive edge and fail to meet the needs of their clients. Change in a business environment allows employees to learn new skills, explore new opportunities and exercise their creativity in ways that ultimately benefit the organisation through new ideas and increased commitment.
Total revenue: Not given.
WALNUT COMMUNICATIONS
Year established: 2014.
Staff strength: 25.
Affiliation: None.
Offices and location: Karachi.
Name of agency owner(s) and other principals: Samra Muslim, Chief Executive Officer and Shafaq Tariq, General Manager.
Top 5 brands in terms of collateral in FY 2022-23: 7Up, Foodpanda, EBM, Green Entertainment and Dawlance.
Five new clients acquired: Gillette, Safeguard, Green Entertainment, Dawlance and MM Fragrances.
Breakdown of business according to media:
Digital: 100%
Top 5 services:
Digital & PR strategy
Influencer Marketing
Experiential Events
Narrative Development for purpose-driven campaigns
Awards (FY 2022-23):
Cannes Lions 2023:
Gold – Glass: The Lion For Change: English Biscuit Manufacturers (EBM), ‘Schoolgirl Newscasters’ Campaign
Dragons of Pakistan 2023:
Bronze – Best Event or Experiential marketing campaign, Pepsi Cola Pakistan
Gold – Best Social Media or word-of-mouth campaign, Foodpanda (Pau Pau Launch)
Dragons of Asia 2023:
Black – Best Use of Media: Foodpanda (Pau Pau Launch)
Gold – Best Social Media or word-of-mouth campaign: Foodpanda (Pau Pau Launch)
Mad Stars 2023:
2 Gold, 3 Silver, 1 Crystal – Ghar Par (Waxing Ladies Tutorials Campaign)
The Loeries:
Silver – Service Design: Ghar Par (Waxing Ladies Tutorials Campaign)
Effie Awards Pakistan 2023:
Gold – Beverages Hot: Lipton, ‘Chai Chahiye’
Bronze – Branded Content: Peek Freans Gluco, ‘Gluco Kahani’
Bronze – Marketing Disruptors Services: Foodpanda, What a Delivery’
Gold – New Product or Service Introduction & New Product or Service Line Extension: Peek Freans Gluco, ‘Ready Teddy Gluco’
Bronze – New Product or Service Introduction & New Product or Service Line Extension: Peek Freans Sooper ‘Soft Bakes’
Bronze – Seasonal Marketing: Peak Freens Gluco, ‘Kaisi Ho Maa’
Silver – Snacks & Desserts: Peek Freans Gluco, ‘Gluco Kahani’
Top 3 campaigns: 7Up: ‘Pack Refresh’, Green Entertainment launch and Foodpanda: Home Chefs series.
Impact of AI: It is definitely less time-consuming; we are still entrenching ourselves in the new tools and preparing to use them.
Primary challenges in 2023: Convincing clients to not use run-of-the-mill influencers and use new names for better campaign results.
Vision for 2024: A very experimental vision. The digital and PR landscape is evolving and we need to be able to create progressive marketing and PR strategies that understand distinct needs.
Total revenue: Not given.
WE R TRANSMEDIA (WRT)
Year established: 2018.
Staff strength: 10.
Affiliation: None.
Offices and location: Lahore.
Name of agency owner(s) and other principals: Umair Anwar, Founder & Chief Executive Officer.
Top 5 brands in terms of collateral in FY 2022-23: We are not a conventional agency. Rather, we are a studio that prides itself on being experts in creative and branding. We work on a project basis rather than having a roster of clients on retainer. Recently, we have worked closely with local and international brands, including Wall’s, Knorr Noodles, Knorr Sauces, Knorr Blazin’ and Danone for their Morocco region.
Five new clients acquired: Same as above.
Breakdown of business according to media (FY 2022-23): Not given.
Top 5 services: We are a full-service studio and offer services ranging from brand strategy to branding, developing integrated marketing campaigns and creating in-house content.
Awards (FY 2022-23): None.
Top 3 campaigns: Launch campaign for Taleemabad, Knorr Sauces – Ramazan campaign and Blazin’ Jalapeno.
Impact of AI: It has helped reduce turnaround time in terms of design and content. It helps us cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet but it helps.
Primary challenges in 2023: Brands shelving projects due to inflation. The projects that survived had their budgets slashed and it is difficult to ensure a premium execution in such budgets. Inflation also led to considerable brain drain. The only way out of this situation is to weather through it and that is what we are doing.
Vision for 2024: Create work that not only brings in clients but attracts top-tier industry talent who want to work on meaningful and exciting projects.
Total revenue: Not given.
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