Agency Profiles 2023-24
In 2022, Aurora introduced the Agency Profiles section in the Fact File. To compile this, we requested 90+ advertising, media, digital and PR agencies to answer 14 questions relevant to their performance in FY 2023-24. We received 44 responses. Only 9 agencies answered the last question related to total revenues for FY 2023-24. Accordingly, we are unable to rank agencies by revenue, hence the listing is in alphabetical order.
ADARTS
Established: 1948.
Staff Strength: 28
Affiliation: None
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Gulzar Ali (MD) | Hassan Mansoor (Director) | Salman Mansoor (Director) | and Hasan Ali (Director, Creative).
Top 5 Brands (Collateral): Not given.
5 New Clients: Port Qasim Authority | National Insurance Company | Govt of Sindh (Excise and Taxation, Home Department, Transport Department – Orange Line).
Breakdown of Business (Media): Print: 75% | Electronic: 25%.
Top 5 Services: Creative (Print, Electronic, Production of TVCs) | Broadcast Material | Media Strategy/Budget | Media Planning | Placement in Print and Electronic Media.
Top 3 Campaigns: Govt of Sindh (Orange Line) | Govt of Sindh (Health Department) | Hamdard University (Admissions).
AI and Software Used: To save time and acquire information: Midjourney | ChatGPT | Adobe Suite.
Challenges Faced/Overcome in 2024: Key challenges include increased operational expenses and budget cuts. Our business development and creative teams worked hard to overcome the financial constraints to achieve the target.
Vision 2025: Enhance creative standards, induct young creatives and make the regional offices more active.
Total Revenue: Not given.
ASIATIC PUBLIC RELATIONS
Established: 1992.
Staff: 36.
Affiliation: Hill & Knowlton.
Location(s): Islamabad | Karachi (head office) | Lahore.
Owner(s) and Principals: Anwar Rammal (Chairman) | Amin Rammal (Director and Company Secretary).
Top 5 Brands (Collateral): PTCL Group | Spotify | Fatima Fertilizer| Tetra Pak | LUMS.
5 New Clients: Unity Foods | Al-Ghazi Tractors | InfraZamin | BYD.
Breakdown of Business (Media): Print 45% | Digital 40% | Broadcast 15%.
Top 5 Services: PR Strategies | Digital PR | Media outreach | Issues and crisis management | Stakeholder engagement.
Top 3 Campaigns: Fatima Fertilizer (Salam Kissan) | Fatima Fertilizer (Ramzan) | Spotify (product education).
AI and Software Used: We experiment with other AI apps in design work: ChatGPT | Canva.
Challenges Faced/Overcome in 2024: Increased operational costs and finding new, talented resources. These were overcome through astute planning and new approaches.
Vision 2025: Continue evolving into new blue ocean spaces and working to enhance the positive impact of our work for all our businesses.
Total Revenue: Not given.
BBDO PAKISTAN
Established: 2012.
Staff: 87.
Affiliation: Holding Company: Omnicom Network – BBDO Worldwide.
Location(s): Islamabad | Lahore | Karachi (remote).
Owner(s) and Principals: BBDO Worldwide.
Top 5 Brands (Collateral): 7Up | PepsiCo snacks | Easypaisa | EBM | Shan Foods.
5 New Clients: Easypaisa | DWP Group | Zindigi App.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Consultancy.
Top 3 Campaigns: Easypaisa (Saving Pockets, Audio Nikahnama) | EBM (Anthem) | Nippon Paints (Lag Gya).
AI and Software Used: AI is still a grey area and globally the instruction is not to use AI for published work. Midjourney for inspiration and to create presentations that took a lot of time away from productivity. AI helps fast-track things and sets the groundwork.
Challenges Faced/Overcome in 2024: SMEs are the most affected by the economic conditions. High inflation affects employees and their expectation of a raise while clients do not pay as well and do not account for inflation. Higher individual and corporate taxes. We use different strategies and forward integration into associated areas of the creative industry. Our mantra is to find creative solutions to complex business problems.
Vision 2025: 2025 will not be a walk in the park as the economic conditions are not expected to improve any time soon. To control these challenges, we plan to further develop new revenue streams and expand into areas where we have the capability.
Total Revenue: Not given.
BLAZE OOH
Established: 2004.
Staff: 37.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Adyan Sadiq Lone (Founder & CEO) | Latif A. Bawany (ED).
Top 5 Brands (Collateral): Pepsi | 7Up | Lays | Samsung Electronics | Yango.
Breakdown of Business (Media): Outdoor: 95% | Digital: 5%.
Top 5 Services: Outdoor media management | Strategy | Planning | Buying |Tracking and monitoring analytics.
Top 3 Campaigns: Lay’s Flamin Hot (Burning billboard) | Samsung Z flip phone (motorised flip phone on billboards) | Pepsi (Why Not Meri Jaan – digital media blockade on NYE).
AI and Software Used: Exclusive cloud-based software developed to improve workflow, communication, data sharing and reporting.
Challenges Faced/Overcome in 2024: OOH in Pakistan is not structured or aligned in standard processes. Each asset (site) has its dimensions, visibility index and limitations for creative applications. Therefore, original content has to be brainstormed keeping in mind applicable law limitations, brand guidelines, timelines and costs.
Vision 2025: Make consumer behaviour the focus as exposure has changed how our consumers view advertising.
Total Revenue: Rs 1 billion.
BOND ADVERTISING
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1948.
Staff Strength: 28
Affiliation: None
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Gulzar Ali (MD) | Hassan Mansoor (Director) | Salman Mansoor (Director) | and Hasan Ali (Director, Creative).
Top 5 Brands (Collateral): Not given.
5 New Clients: Port Qasim Authority | National Insurance Company | Govt of Sindh (Excise and Taxation, Home Department, Transport Department – Orange Line).
Breakdown of Business (Media): Print: 75% | Electronic: 25%.
Top 5 Services: Creative (Print, Electronic, Production of TVCs) | Broadcast Material | Media Strategy/Budget | Media Planning | Placement in Print and Electronic Media.
Top 3 Campaigns: Govt of Sindh (Orange Line) | Govt of Sindh (Health Department) | Hamdard University (Admissions).
AI and Software Used: To save time and acquire information: Midjourney | ChatGPT | Adobe Suite.
Challenges Faced/Overcome in 2024: Key challenges include increased operational expenses and budget cuts. Our business development and creative teams worked hard to overcome the financial constraints to achieve the target.
Vision 2025: Enhance creative standards, induct young creatives and make the regional offices more active.
Total Revenue: Not given.
ASIATIC PUBLIC RELATIONS
Established: 1992.
Staff: 36.
Affiliation: Hill & Knowlton.
Location(s): Islamabad | Karachi (head office) | Lahore.
Owner(s) and Principals: Anwar Rammal (Chairman) | Amin Rammal (Director and Company Secretary).
Top 5 Brands (Collateral): PTCL Group | Spotify | Fatima Fertilizer| Tetra Pak | LUMS.
5 New Clients: Unity Foods | Al-Ghazi Tractors | InfraZamin | BYD.
Breakdown of Business (Media): Print 45% | Digital 40% | Broadcast 15%.
Top 5 Services: PR Strategies | Digital PR | Media outreach | Issues and crisis management | Stakeholder engagement.
Top 3 Campaigns: Fatima Fertilizer (Salam Kissan) | Fatima Fertilizer (Ramzan) | Spotify (product education).
AI and Software Used: We experiment with other AI apps in design work: ChatGPT | Canva.
Challenges Faced/Overcome in 2024: Increased operational costs and finding new, talented resources. These were overcome through astute planning and new approaches.
Vision 2025: Continue evolving into new blue ocean spaces and working to enhance the positive impact of our work for all our businesses.
Total Revenue: Not given.
BBDO PAKISTAN
Established: 2012.
Staff: 87.
Affiliation: Holding Company: Omnicom Network – BBDO Worldwide.
Location(s): Islamabad | Lahore | Karachi (remote).
Owner(s) and Principals: BBDO Worldwide.
Top 5 Brands (Collateral): 7Up | PepsiCo snacks | Easypaisa | EBM | Shan Foods.
5 New Clients: Easypaisa | DWP Group | Zindigi App.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Consultancy.
Top 3 Campaigns: Easypaisa (Saving Pockets, Audio Nikahnama) | EBM (Anthem) | Nippon Paints (Lag Gya).
AI and Software Used: AI is still a grey area and globally the instruction is not to use AI for published work. Midjourney for inspiration and to create presentations that took a lot of time away from productivity. AI helps fast-track things and sets the groundwork.
Challenges Faced/Overcome in 2024: SMEs are the most affected by the economic conditions. High inflation affects employees and their expectation of a raise while clients do not pay as well and do not account for inflation. Higher individual and corporate taxes. We use different strategies and forward integration into associated areas of the creative industry. Our mantra is to find creative solutions to complex business problems.
Vision 2025: 2025 will not be a walk in the park as the economic conditions are not expected to improve any time soon. To control these challenges, we plan to further develop new revenue streams and expand into areas where we have the capability.
Total Revenue: Not given.
BLAZE OOH
Established: 2004.
Staff: 37.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Adyan Sadiq Lone (Founder & CEO) | Latif A. Bawany (ED).
Top 5 Brands (Collateral): Pepsi | 7Up | Lays | Samsung Electronics | Yango.
Breakdown of Business (Media): Outdoor: 95% | Digital: 5%.
Top 5 Services: Outdoor media management | Strategy | Planning | Buying |Tracking and monitoring analytics.
Top 3 Campaigns: Lay’s Flamin Hot (Burning billboard) | Samsung Z flip phone (motorised flip phone on billboards) | Pepsi (Why Not Meri Jaan – digital media blockade on NYE).
AI and Software Used: Exclusive cloud-based software developed to improve workflow, communication, data sharing and reporting.
Challenges Faced/Overcome in 2024: OOH in Pakistan is not structured or aligned in standard processes. Each asset (site) has its dimensions, visibility index and limitations for creative applications. Therefore, original content has to be brainstormed keeping in mind applicable law limitations, brand guidelines, timelines and costs.
Vision 2025: Make consumer behaviour the focus as exposure has changed how our consumers view advertising.
Total Revenue: Rs 1 billion.
BOND ADVERTISING
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1992.
Staff: 36.
Affiliation: Hill & Knowlton.
Location(s): Islamabad | Karachi (head office) | Lahore.
Owner(s) and Principals: Anwar Rammal (Chairman) | Amin Rammal (Director and Company Secretary).
Top 5 Brands (Collateral): PTCL Group | Spotify | Fatima Fertilizer| Tetra Pak | LUMS.
5 New Clients: Unity Foods | Al-Ghazi Tractors | InfraZamin | BYD.
Breakdown of Business (Media): Print 45% | Digital 40% | Broadcast 15%.
Top 5 Services: PR Strategies | Digital PR | Media outreach | Issues and crisis management | Stakeholder engagement.
Top 3 Campaigns: Fatima Fertilizer (Salam Kissan) | Fatima Fertilizer (Ramzan) | Spotify (product education).
AI and Software Used: We experiment with other AI apps in design work: ChatGPT | Canva.
Challenges Faced/Overcome in 2024: Increased operational costs and finding new, talented resources. These were overcome through astute planning and new approaches.
Vision 2025: Continue evolving into new blue ocean spaces and working to enhance the positive impact of our work for all our businesses.
Total Revenue: Not given.
BBDO PAKISTAN
Established: 2012.
Staff: 87.
Affiliation: Holding Company: Omnicom Network – BBDO Worldwide.
Location(s): Islamabad | Lahore | Karachi (remote).
Owner(s) and Principals: BBDO Worldwide.
Top 5 Brands (Collateral): 7Up | PepsiCo snacks | Easypaisa | EBM | Shan Foods.
5 New Clients: Easypaisa | DWP Group | Zindigi App.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Consultancy.
Top 3 Campaigns: Easypaisa (Saving Pockets, Audio Nikahnama) | EBM (Anthem) | Nippon Paints (Lag Gya).
AI and Software Used: AI is still a grey area and globally the instruction is not to use AI for published work. Midjourney for inspiration and to create presentations that took a lot of time away from productivity. AI helps fast-track things and sets the groundwork.
Challenges Faced/Overcome in 2024: SMEs are the most affected by the economic conditions. High inflation affects employees and their expectation of a raise while clients do not pay as well and do not account for inflation. Higher individual and corporate taxes. We use different strategies and forward integration into associated areas of the creative industry. Our mantra is to find creative solutions to complex business problems.
Vision 2025: 2025 will not be a walk in the park as the economic conditions are not expected to improve any time soon. To control these challenges, we plan to further develop new revenue streams and expand into areas where we have the capability.
Total Revenue: Not given.
BLAZE OOH
Established: 2004.
Staff: 37.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Adyan Sadiq Lone (Founder & CEO) | Latif A. Bawany (ED).
Top 5 Brands (Collateral): Pepsi | 7Up | Lays | Samsung Electronics | Yango.
Breakdown of Business (Media): Outdoor: 95% | Digital: 5%.
Top 5 Services: Outdoor media management | Strategy | Planning | Buying |Tracking and monitoring analytics.
Top 3 Campaigns: Lay’s Flamin Hot (Burning billboard) | Samsung Z flip phone (motorised flip phone on billboards) | Pepsi (Why Not Meri Jaan – digital media blockade on NYE).
AI and Software Used: Exclusive cloud-based software developed to improve workflow, communication, data sharing and reporting.
Challenges Faced/Overcome in 2024: OOH in Pakistan is not structured or aligned in standard processes. Each asset (site) has its dimensions, visibility index and limitations for creative applications. Therefore, original content has to be brainstormed keeping in mind applicable law limitations, brand guidelines, timelines and costs.
Vision 2025: Make consumer behaviour the focus as exposure has changed how our consumers view advertising.
Total Revenue: Rs 1 billion.
BOND ADVERTISING
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2012.
Staff: 87.
Affiliation: Holding Company: Omnicom Network – BBDO Worldwide.
Location(s): Islamabad | Lahore | Karachi (remote).
Owner(s) and Principals: BBDO Worldwide.
Top 5 Brands (Collateral): 7Up | PepsiCo snacks | Easypaisa | EBM | Shan Foods.
5 New Clients: Easypaisa | DWP Group | Zindigi App.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Consultancy.
Top 3 Campaigns: Easypaisa (Saving Pockets, Audio Nikahnama) | EBM (Anthem) | Nippon Paints (Lag Gya).
AI and Software Used: AI is still a grey area and globally the instruction is not to use AI for published work. Midjourney for inspiration and to create presentations that took a lot of time away from productivity. AI helps fast-track things and sets the groundwork.
Challenges Faced/Overcome in 2024: SMEs are the most affected by the economic conditions. High inflation affects employees and their expectation of a raise while clients do not pay as well and do not account for inflation. Higher individual and corporate taxes. We use different strategies and forward integration into associated areas of the creative industry. Our mantra is to find creative solutions to complex business problems.
Vision 2025: 2025 will not be a walk in the park as the economic conditions are not expected to improve any time soon. To control these challenges, we plan to further develop new revenue streams and expand into areas where we have the capability.
Total Revenue: Not given.
BLAZE OOH
Established: 2004.
Staff: 37.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Adyan Sadiq Lone (Founder & CEO) | Latif A. Bawany (ED).
Top 5 Brands (Collateral): Pepsi | 7Up | Lays | Samsung Electronics | Yango.
Breakdown of Business (Media): Outdoor: 95% | Digital: 5%.
Top 5 Services: Outdoor media management | Strategy | Planning | Buying |Tracking and monitoring analytics.
Top 3 Campaigns: Lay’s Flamin Hot (Burning billboard) | Samsung Z flip phone (motorised flip phone on billboards) | Pepsi (Why Not Meri Jaan – digital media blockade on NYE).
AI and Software Used: Exclusive cloud-based software developed to improve workflow, communication, data sharing and reporting.
Challenges Faced/Overcome in 2024: OOH in Pakistan is not structured or aligned in standard processes. Each asset (site) has its dimensions, visibility index and limitations for creative applications. Therefore, original content has to be brainstormed keeping in mind applicable law limitations, brand guidelines, timelines and costs.
Vision 2025: Make consumer behaviour the focus as exposure has changed how our consumers view advertising.
Total Revenue: Rs 1 billion.
BOND ADVERTISING
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2004.
Staff: 37.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Adyan Sadiq Lone (Founder & CEO) | Latif A. Bawany (ED).
Top 5 Brands (Collateral): Pepsi | 7Up | Lays | Samsung Electronics | Yango.
Breakdown of Business (Media): Outdoor: 95% | Digital: 5%.
Top 5 Services: Outdoor media management | Strategy | Planning | Buying |Tracking and monitoring analytics.
Top 3 Campaigns: Lay’s Flamin Hot (Burning billboard) | Samsung Z flip phone (motorised flip phone on billboards) | Pepsi (Why Not Meri Jaan – digital media blockade on NYE).
AI and Software Used: Exclusive cloud-based software developed to improve workflow, communication, data sharing and reporting.
Challenges Faced/Overcome in 2024: OOH in Pakistan is not structured or aligned in standard processes. Each asset (site) has its dimensions, visibility index and limitations for creative applications. Therefore, original content has to be brainstormed keeping in mind applicable law limitations, brand guidelines, timelines and costs.
Vision 2025: Make consumer behaviour the focus as exposure has changed how our consumers view advertising.
Total Revenue: Rs 1 billion.
BOND ADVERTISING
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1967.
Staff: 40.
Affiliation: None.
Location(s): Islamabad |Karachi.
Owner(s) and Principals: Jamshed Qureshi (Chairman) | Seema Jaffer (CEO).
Top 5 Brands (Collateral): Bank AL Habib | Population Services International | National Commission for Human Rights | Legal Aid Society | Islamic banking industry of Pakistan.
5 New Clients: Population Services International | Legal Aid Society | Islamic Banking Industry – Digital | Zun Media.
Breakdown of Business (Media): TV: 42% | Print: 6% | Radio: 5% | Digital: 35% | Others: 12%.
Top 5 Services: Strategic communications | Purpose driven communications | Creative and content media strategy | Buying and analytics | Digital communications.
Top 3 Campaigns: Population Services International (Dadi Knows Best) | AL Habib (Remit) | Legal Aid Society (Awaaz Sub Ki – protecting and promoting minority rights).
AI and Software Used: These AI tools help us enhance creativity, improve efficiency, and deliver better-targeted campaigns: Discord | Midjourney | Adobe Sensei | Canva AI | ChatGPT | Gemini | Shutterstock AI | Google Analytics AI | Hootsuite Insights.
Challenges Overcome in 2024: Rising inflation. Cost of doing business. Leaner budgets. Optimising operational efficiency through automation and AI Integration. Diversifying revenue streams and targeting new areas of expertise and markets. Leveraging the power of digital.
Vision 2025: Focus on innovative solutions to deliver social and business impact. Use the power of creativity and tech to create a better, more inclusive and responsible future for our clients, our business and our industry.
Total Revenue: Not given.
BRAINCHILD COMMUNICATIONS
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) |
Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1997.
Staff: 275+.
Affiliation: Publicis Groupe.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Raihan Merchant (Chairman) | Farhan Khan (CEO).
Top 5 Brands (Collateral): Nestlé Pakistan | P&G Pakistan | Jazz | English Biscuit Manufacturers | Mondelēz Pakistan.
5 New Clients: Mashreq Bank | Spotify | Pfizer | Phillip Morris | Golden Pearl.
Breakdown of Business (Media): TV: 67% |Digital: 31% |Print and OOH: 2%.
Top 5 Services: Media Planning (across all media) |Media buying (across all media) | Media strategy | Digital business transformation services | Influencer marketing.
Top 3 Campaigns: Nestlé Pakistan (Achai Say Bana Achai Kay Liyay) | Foodpanda (Foodpanda sambhal layga) | Jazz Cash (Jazz Cash hai na).
AI and Software Used: Midjourney, Google Gemini and proprietary Publicis tools for media planning and buying, which include AI solutions.
Challenges Faced/Overcome in 2024: As HR in media become hard to find and retain, we worked on resource optimisation and built a resource pool via our management trainee programme which provides us and the industry with talented people.
Vision 2025: Expand into end-to-end services for client, driving revenue as an “integrated solutions partner.”
Total Revenue: Not given.
BULLS EYE
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2002.
Staff: 80.
Affiliation: DDB.
Location(s): Faisalabad | Islamabad | Karachi | Multan | Lahore.
Owner(s) and Principals: Shoaib Qureshy (MD).
Top 5 Brands (Collateral): Unilever | FriesLandCampina Engro Pakistan | Pepsi | Red Bull | Stylo.
5 New Clients: Popular Group | Getz Pharma | Kashmir | Soya Supreme | Salaam Takaful.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand strategy | Creative campaign development | Digital marketing strategy | Experiential marketing services.
Top 3 Campaigns: Knorr (Iron Plus Launch) | Red Bull (Off The Roof) | 7Up (The Up Bar).
AI and Software Used: We use proprietary AI tools along with ChatGPT, MidJourney, DALL-E, and Notion for enhanced creativity, improved data analysis and operational efficiency.
Challenges Faced/Overcome in 2024: Faced with client budget cuts and political unrest, we leveraged our internal strengths, optimising processes to maintain high-quality service delivery.
Vision 2025: Embrace AI to empower our team. Develop holistic, all-rounder talent. Enhance creative output and operational efficiencies through cutting-edge technology.
Total Revenue: While we maintain confidentiality about our revenue figures, we continue to strive for creative excellence and sustainable growth.
CHANNEL 7
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1990.
Staff: 70.
Affiliation: Member of ICOM and Pakistan Advertising Association (PAA).
Location(s): Dubai | Islamabad | Karachi | Lahore | Peshawar.
Owner(s) and Principals: Jawad Humayun (Group Chairman and CEO) | Sayyed Ahmad Masud (MD) | Owais Hamid Khan (CCO).
Top 5 Brands (Collateral): Ministry of Information & Broadcasting | Ministry of Planning Development and Special Initiatives | Directorate General Public Relations | Government of Punjab OGDCL (Oil and Gas Development Company Limited).
5 New Clients: World Bank | CBD Punjab | Park Group Dubai | United Nations | Capital Development Authority (CDA).
Breakdown of Business (Media): Print: 50% | Electronic: 35% | Digital and Production: 15%.
Top 5 Services: Brand Development | Mainstream media (TV, Radio, Print) | Digital media | Production | PR.
Top 3 Campaigns: 14th August- Azm e Istehkam | 100 Days of Government | UNODC: Human Trafficking and Smuggling of Migrants | MARGO- CDA.
AI and Software Used: For storyboarding and developing campaign theme: Midjourney.
Challenges Faced/Overcome in 2024: Overcome economic uncertainty by leveraging technology and delivering perfect outcomes for our clients.
Total Revenue: Not given.
CMC
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1980.
Staff: 50.
Affiliation: An exclusive affiliate of Ketchum.
Location(s): Islamabad | Karachi | Multan.
Owner(s) and Principals: Syed Jawaid Iqbal (President and COO) | M.Faisal Siddiqi (VP and COO).
Top 5 Brands (Collateral): National Bank of Pakistan | Nestlé Pakistan | Telenor Pakistan | Toyota (Indus Motor Company) | Total PARCO.
5 New Clients: Dalda Foods | Pakistan Refinery (PRL) | Knorr (UK).
Breakdown of Business (Media): Print: 65% | Digital: 30% | Electronic: 5%.
Top 5 Services: Public Relations and perception management | Crisis management | Content creation and writing | Digital marketing | Strategic communications and public advocacy.
Top 3 Campaigns: Total Parco (Bangles of Strength, Mangroves Plantation and Distraction Behind the Wheels) | SouthAsia Forum (Unjust taxation policies) | National Bank of Pakistan (Ramzan Inam).
AI and Software Used: We have integrated AI-driven tools to optimise digital strategies and client services. We use social media monitoring to track brand sentiment, competitor activity, and industry trends to stay ahead and respond quickly to market shifts. Google Trends and SimilarWeb for detailed analytics and insights into consumer behaviour, search patterns and website performance.
Challenges Faced/Overcome in 2024: A rapidly changing media landscape and shifting media budgets. We embraced digital transformation, forged new partnerships and fine-tuned our traditional and digital communication methods. By staying agile and innovative, we helped our clients thrive in a dynamic environment. Our ability to adapt quickly and think creatively allowed us to turn challenges into opportunities.
Vision 2025: A vibrant, client-focused approach that prioritises cutting-edge strategies, cultural relevance, and ethical communication, with a strong emphasis on digital media. Elevate brand stories and forge genuine connections by leveraging organic reach, ensuring we stay ahead in the ever-evolving world of PR. Adapt and innovate, creating impactful narratives that resonate with audiences.
Total Revenue: Not given.
CONGLO
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2019.
Staff: 102.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Sheharyar Ali (CEO) | Jehanzeb Cheema (Director Strategy & Planning) | Emen Kiani (co-Founder & ECD).
Top 5 Brands (Collateral): PCB | Zong | TCL | Nestlé Pakistan | Pakistan Super League.
5 New Clients: Zong | HerBeauty | Padel IN Pakistan | PSL.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Strategy | Design | Digital | Productions | PR.
Top 3 campaigns: PSL 9 | Zero Lifestyle (Earbuds Campaign with Fawad Khan) | PCB (Champion’s Cup).
AI and Software Used: Not given.
Challenges Faced/Overcome in 2024: Scaling operations. We overcame this by streamlining processes, expanding our team, and optimising workflows to support increased demand and global growth.
Vision 2025: To always: Make it Happen. Bigger. Better. Madder. Crazier!
Total Revenue: Not given.
CONNECT MARKETING COMMUNICATIONS
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney.
For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2011.
Staff: 50+.
Affiliation: COMON S | A.
Location(s): Islamabad | Lahore | Karachi.
Owner(s) and Principals: Abdul Qadir Shah (CEO).
Top 5 Brands (Collateral): State Life Insurance Corporation | State Bank of Pakistan (SBP) | Sindh Social Protection Authority (SSPA) – a World Bank-funded project | Sindh Social Energy Project (SSEP) – a World Bank-funded project | IGI GROUP.
5 New Clients: State Life Insurance | House Building Finanace Corporation | Sindh Social Protection Authority (SSPA) | Trade Development Authority of Pakistan (TDAP) | Sindh Investment Department (SID).
Breakdown of Business (Media): TV: 55% | Print: 45%.
Top 5 Services: Media | PR | Digital marketing | Events | Production.
Top 3 Campaigns: SSEP (consumer awareness and social mobilisation) | TDAP (Wexnet) | SBP (Raast).
AI and Software Used: To generate high-quality images for storyboard: Midjourney. For analytics reports to gauge user behaviour: FreePik.
Challenges Overcome in 2024: High inflation resulting in budgets being slashed. Changes in government and tax rates.
Vision 2025: Be our clients’ trusted partners promoting the business and creating ground-breaking campaigns. Leverage technological advancements to create innovative solutions and to break into the international market.
Total Revenue: Around Rs 249 million.
CREATIVE RHYTHMS
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2009.
Staff: 8-10.
Affiliation: None.
Location: Karachi.
Owner(s) and Principals: Esen Rizvi (Proprietor).
Top 5 Brands (Collateral): Corteva Agriscience | Syngenta Pakistan | Stile | Sindh Institute of Urology and Transplantation (SIUT) | KPMG.
5 New Clients: Iffco Pakistan | Master Oil | Westbury Group | Chiraagh Tech | Telec Group.
Breakdown of Business (Media): Video Production: 40% | Digital: 25% | Traditional Media: 25% | Event Management: 10%.
Top 5 Services: Video productions | Virtual reality productions | Creative content strategies | Digital marketing | Event management.
Top 3 Campaigns: Syngenta Pakistan (Hum Beej Naheein Umeed Botay Hain) | ADA Awards (Are you Next?) | Rajby Textiles (Threads of Change and Zara Madani and the transgenders of our region for WOW) | British Council Performance (Chorus of Change).
AI and Software Used: The following enables us to generate quality content, optimise workflow and provide insights and data to inform marketing strategies and decisions: Adobe Creative Cloud | Prisma | WordLift | Adobe Premiere | Lumina | Adobe After Effects | Unreal Engine 5 | Adobe Premiere Pro | Reallusion ActorCore | Davinci Resolve Studio | TurboScribe | Basecamp | SAP | Google Trends | ChatGPT.
Challenges Faced/Overcome in 2024: A fluctuating dollar market and Sindh Revenue Board taxation on remittances. The rise of freelancers leads to increased competition and pressure on pricing. Unlike IT companies, which enjoy favourable leverage and benefits, agencies bear the brunt of substantial taxes without exemptions, hindering competitiveness and profitability. Adapted and innovated.
Vision 2025: Revolutionise our agency by harnessing cutting-edge technologies like AR, VR, and gamification, along with sustainable practices. Leverage these innovations to deliver exceptional services, expand our client base, and cultivate a culture of excellence, inclusivity, and design thinking.
Total Revenue: Rs 11-13 million.
THE D’HAMIDI PARTNERSHIP
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1994.
Staff: 90-120.
Affiliation: Worldwide Partners Inc.
Location(s): Dubai | Islamabad | Karachi | Lahore.
Owner(s) and Principals: Faraz Maqsood Hamidi (Founder and CCO).
Top 5 Brands (Collateral): Zong | Faysal Bank: Islamic | National Foods | Fresh Street | GMS.
5 New Clients: Onic | GMS | Frontier Holdings | Ismail Global | Blue World City.
Breakdown of Business (Media): Not given.
Top 5 Services: Advertising | Brand strategy and development | Brand communication and collateral | Digital strategy | Media strategy.
Top 3 Campaigns: Zong (MY5 Mungwow) | Onic (launch).
AI and Software Used: These tools enhance efficiency, give us more time for strategic thinking and provide quick verbal and visual brainstorming: ChatGPT | Adobe Firefly | Midjourney.
Challenges Faced/Overcome in 2024: Frequent internet disruptions and inflation. Implementing alternate workflows and communication channels.
Vision 2025: To ensure local brands look as good as, or better than, their international counterparts.
Total Revenue: Not given.
DIGITZ GROUP
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2011.
Staff: 150.
Affiliation: Digitas/Publicis Groupe.
Location(s): Dubai | Karachi | Lahore | Toronto.
Owner(s) and Principals: Azam Jalal Khan (CEO and co-Founder) | Zeeshan Sharfi (Managing Partner/co-Founder) | Imtisal Abbasi (Director) | Nida Fatima Haider (Director).
Top 5 Brands (Collateral): Tetra Pak (Pakistan, Arabia, and Africa) | L’Oreal Pakistan | National Foods | Coca-Cola Pakistan | Lipton Pakistan.
5 New Clients: Lipton Pakistan | Kia Motors | NanoPay Canada | Bank Al-Habib | Pakistan Tobbaco Company.
Breakdown of Business (Media): Influencer marketing and PR: 30% | Media planning: 20% | Creative and content: 30% | Software and technology: 20%.
Top 5 Services: Creative and content | Technology and software development | Influencer marketing and PR | Strategy and analytics | Digital media planning.
Top 3 Campaigns: Telenor (Woohoo) | National Foods (Khatoon-e-Khaas) | Garnier (Fast Clear).
AI and Software Used: Github Copilot | Adobe Firefly | Fire Up | Hello GPT-4o | Krea.ai | Runwayml | Luma Dream Machine | Midjourney.
Challenges Faced/Overcome in 2024: Accounts receivables have been a major issue industry-wide; payments are not received on time, creating massive cashflow issues. Brain Drain: younger, smart resources are looking for ways to leave Pakistan. Budgets are cuts due to a crippling economy, causing a shrink in overall marketing spend.
Vision 2025: Expand our digital and technology services domestically and globally. Leverage the strength and innovation of our young talent to drive transformative growth. Build our capabilities in AI and utilise it for better output and efficiency.
Total Revenue: Rs 900 million.
ECHO DIGITAL
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2012.
Staff: 50.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Hassan Khan (co-Founder & co-CEO) | Kumail Mohib (Founder and co-CEO).
Top 5 Brands (Collateral): IMC – Toyota | Winterland | 14th Street Pizza | Bayer | Muree Brewery.
5 New Clients: 14th Street Pizza | Muree Brewery | Pakola | Bubble Dome | Carnival.
Breakdown of Business (Media): Not given.
Top 5 Services: Marketing and Strategy | Creative | Social Media and Web Services |Public Relations | Production.
Top 3 Campaigns: Winterland (Group Discounts) | Beyond Green Solar (Launch of MD batteries) | 14th Street Pizza (brand launch).
AI and Software Used: For the creative department Midjourney (drastically accelerated the creative brainstorming and visualisation process). Used as a bridge and not the destination.
Challenges Faced/Overcome in 2024: The internet shutdown is the biggest challenge that we face these days. Employee turnover and digital media spending due to government restrictions.
Vision 2025: Data-Driven Personalisation, using AI and machine learning to predict trends and behaviours and target customers through personalised marketing strategies.
Total Revenue: Not given.
FT |WA STUDIO
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2021.
Staff: 13.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Shams uz Zuha Mansur (Owner and co-Founder) | Abdullah Ibrahim Kasumbi (co-Founder).
Top 5 Brands (Collateral): Spotify Pakistan | Google Pakistan | VICE | Vuse Go | Shakar Sounds.
5 New Clients: Not given.
Breakdown of Business (Media): Television 5% | Digital 45% | Print 3% | Radio 2% | Production 45%.
Top 5 Services: Dynamic creative concepts (development) for online and offline products and commercially branded content | Technology focussed digital brand design and development | Bespoke VFX x CGI services | Creative direction | Film and music production, direction and scripts.
Top 3 Campaigns: Google (Iqra’s Story – Empowering Communities Via Sistrology) | Spotify (Umair Musicxx, Radar) | Vice (Inhaling Fire, Scorpion Smoking in KPK)
AI and Software Used: TouchDesigner for audio reactive visuals, fixed media works and installations | Blender for CGI and VFX | Da Vinci and Runway for editing and making our work more efficient.
Challenges Faced/Overcome in 2024: Coaxing clients to be more open to new. Using creativity and technology as tools to solve problems and not just as a way to make a product look visually appealing. Finding intelligent and cohesive ways of synching technology and human creativity which does not depend on using high-budget celebrities to sell products and aligning marketing budgets in areas that enhance the brand’s legacy.
Vision 2025: More young people and women-inclusive teams and projects. A new take on the narrative that focuses on marginalised communities and women.
Total Revenue: Not given.
GOLDEN CIRCLE
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2019.
Staff: 48.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Syed Hassan Abbas (Founder and CEO).
Top 5 Brands (Collateral): Haier | Honda | Eighteen by Ora | Fauji Cereals | Seasons Canola.
5 New Clients: Dolmen Mall | Starlet Shoes | Marry Brown | Icap | Casarte.
Breakdown of Business (Media): TV: 40% | Digital: 35% | OOH: 16% | Print: 5% | Radio: 4%.
Top 5 Services: Ideation | Strategy | Creative | Digital | PR.
Top 3 Campaigns: Haier (Digital Inverter Plus REF) | Honda (HRV Launch) | Eighteen (Club House).
AI and Software Used: Not given.
Challenges Overcome in 2024: Economic instability and inflation, regulatory changes and advertising laws, growing demand for digital and social media marketing, upskilling and reskilling employees, limited market research and data availability, changing consumer behaviours and preferences, measuring ROI and attribution in digital campaigns and talent acquisition and retention.
Vision 2025: Revolutionise the ad landscape by crafting innovative, customer-centric campaigns that drive business results and meaningful connections between brands and their audiences.
Total Revenue: Not given.
GREY CIRCLE
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2018.
Staff: 18-20.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Mustafa Ishaq (Owner).
Top 5 Brands (Collateral): Fresh N Joy | Servis Long March Tyres | GM Cables | Care Cosmetics | Zeeki Shoes.
5 New Clients: Oudh N Scents | Mad Monkey Bar | Melaan | Leather N Stuff | Lababdar.
Breakdown of Business (Media): Digital 80% | Conventional 20%.
Top 5 Services: Social Media Marketing | Performance Marketing | Creative Campaigns | Branding Designs | Strategy.
Top 3 Campaigns: Fresh N Joy (#cantstopmyshine) | Care Cosmetics (#caresaykhubsoorat) | Zeeki Shoes (#Extracomfort).
AI and Software Used: To save time in day-to-day operations: ChatGPT | Canva | Surfer.
Challenges Overcome in 2024: Rising inflation.
Vision 2025: We know we can do better.
Total Revenue: Not given.
GREY PAKISTAN
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1963.
Staff: 45.
Affiliation: WPP.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Tahir Yousuf (Managing Director) | Talha Ehtesham (Country Finance Director) | Andrea Fernandes (Assistant Manager, HR).
Top 5 Brands (Collateral): Fauji Foods | Continental Biscuits | Haleon Pakistan | Procter & Gamble Pakistan | Unilever Pakistan.
5 New Clients: Askari Bank Limited | ZIL | Qarshi Industries | Martin Dow.
Breakdown of Business (Media): Not applicable.
Top 5 Services: Creative and design | Digital | Audio visual | Strategy and business transformation | Social listening.
Top 3 Campaigns: Fauji Foods (Transform your breakfast with Nurpur) | Haleon (Sensodyne Smile Train) | Unilever (Sheroes Campaign).
AI and Software Used: AI-related training and using AI applications and software by WPPAI.
Challenges Overcome in 2024: Persistent economic inflation and the threat of a recession, leading to significant reductions in consumer spending power and forcing clients to slash their marketing budgets and postpone major projects. The uncertainty has strained resources and revenue streams, compelling companies to adapt to a volatile economic environment.
Vision 2025: Deliver effective campaigns, drive impactful results and set new standards in creativity and innovation. Crafting work that exceeds expectations.
Total Revenue: Not given.
IG SQUARE
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2020.
Staff: 50+.
Affiliation: IPG MEDIABRANDS in Pakistan, representing Universal McCann (UM) and Initiative.
Location(s): Karachi | Lahore.
Owner(s) and Principals: Sarwar Khan (Director and CEO) | Adnan Shaikh (Director and COO) | Ahsan Khan (GM) | Roshan Ejaz (Director Strategy) | Faisal Ayub (Head of Media Buying and Commercials).
Top 5 Brands (Collateral): Not given.
5 New Clients: Hamdard Laboratories | Treet Corporation | Haier Appliances | ZIL | Packages Convertors.
Breakdown of Business (Media): Not given.
Top 5 Services: Media planning and buying (Digital/Traditional) | Communication planning | Social Media Marketing / Management | Programmatic Advertising | Content Development.
Top 3 Campaigns: Shield Corporation (Shield Mamta Ki Zaban) | Haier Pakistan (Haier IOT Refrigerator) | Upfield Pakistan (100 years of Blueband).
AI and Software Used: We leverage a combination of AI-powered tools to enhance media planning, optimisation and efficiency. Our primary tool is Full Color Media OS, Universal McCann’s proprietary and comprehensive platform that uses AI to streamline media planning, optimisation, and audience targeting. Beyond Full Color, we employ Google Gemini Advanced for in-depth research and optimising ad copy and content. For e-commerce and performance media clients, we rely on third-party AI-based optimisation platforms like Madgicx and Pixis.
Challenges Faced/Overcome in 2024: Recoveries: Although we got a lot of support from PBA and partner channels, we need to take it up very seriously at the industry level and involve all stakeholders including clients to find a solution acceptable to all.
Vision 2025: Help clients create end-to-end experiences to win hearts in culture, minds in community and wallets in commerce. Break down traditional funnel-thinking into more agile, fluid consumer journeys and meet consumers where they are now and know where best to take them next.
Total Revenue: Not given.
ISHTEHARI
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2011.
Staff: 42.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Syed Iftikhar Alam (CEO) | Umair Kazi (Director) | Tariq Khan (Director).
Top 5 Brands (Collateral): Pediasure | Ensure | Easypaisa | PureSquare | Castrol.
5 New Clients: Canadian Tire | Gatronova | Deepal | Medics | Searle Pakistan.
Breakdown of Business (Media): Digital: 70% | ATL: 30%.
Top 5 Services: IMC Development | Influencer Marketing | Brand Narrative | Digital Activations | Experiential Marketing.
Top 3 Campaigns: Pediasure (Mujh Ko Barhna Hai) | Ensure (Healthy Aging) | Castrol (Queens of the Road).
AI and Software Used: Across-the-board integration through AI. Google NotebookLLM, Claude and GPT4 to assist in creation and data interpretation | Design teams use Firefly, Midjourney and Runway | AI-add-ons in tools like Instantly, Clay, Slack and ClickUp.
Challenges Faced/Overcome in 2024: Repurposing our agency culture and credentials in order to scale to an international client base.
Vision 2025: Expanding into North America. Implementing specialist AI and SaaS to make our processes more efficient and data-driven.
Total Revenue: Not given.
KEYS PRODUCTION
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing
| Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2014.
Staff: 20.
Affiliation: Evention LLZ (partner Middle East) | Bloom Group (partner Azerbaijan & Central Asia) | IMEX (affiliated Pakistan).
Location(s): Karachi.
Owner(s) and Principals: HasanDaudpota (Founder & Owner).
Top 5 Brands (Collateral): Red Bull | Dawlance (Build Your Dreams –BYD) | Global Cuisine Show 23 | Trade Development Authority of Pakistan (TDAP) | FoodAG24 TDAP.
5 New Clients: BYD | Hutchison Ports KICT | Hutchison Ports SAPT | Blue Band | Haleon Pakistan.
Breakdown of Business (Media): Digital: 70% | Print: 15% | TV: 10% | Radio: 5%.
Top 5 Services: Corporate PR | Event management |Brand activation | Creative designing | Digital PR | Social media.
Top 3 Campaigns: InnoXera Pakistan (Tech and Education Summit) | Haleon Pakistan (Self Care Day) | Blue Band (Recipe videos).
AI and Software Used: Midjourney | Freepik AI | Leonardo AI | Akool | Tome | Visme – for design and creativity. They boost efficiency and drive our innovative output effectively.
Challenges Faced/Overcome in 2024: Tight deadlines and high client expectations. We solved this by streamlining processes and enhancing team collaboration to foster a cohesive environment and deliver quality results on schedule.
Vision 2025: To become Pakistan’s leading agency, renowned for meticulous project execution. International expansion, partnering globally to drive growth and success.
Total Revenue: Rs 450-500 million.
LATITUDE
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2010.
Staff: 15-18.
Affiliation: Grayling.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Nuscie Jamil (Chairperson) | Omar Jamil (COO) | Usman Suhail (Director).
Top 5 Brands (Collateral): Master Changan Motors | LONGi | Nestlé Pakistan | American Business Council of Pakistan | HugoBank | Alif Holdings.
Breakdown of Business (Media): Print: 35% | Digital: 50% | TV/Radio: 5% | Others: 10%.
Top 5 Services: Strategic communication planning | Media Relations | Content creation and Storytelling | Influencer Marketing and Celebrity Management | Event Management.
Top 3 Campaigns: Master Changan Motors (Deepal EV brand launch) | LONGi (Hi-Mo X6, Hi-Mo 7 digital engagement launch) | Toor Hotel Apartments by Alif Holdings (Where Luxury Meets Lifestyle – digital media launch campaign).
AI and Software Used: We use AI to enhance efficiency, content quality, and data-driven client engagement. Social media content creation: Predis.ai | Editing: Grammarly | CRM: HubSpot.
Challenges Faced/Overcome in 2024: Adapting to evolving digital trends, managing crisis communications and ensuring client visibility. We overcame them with strategic digital integration, agile response plans, and targeted media outreach.
Vision 2025: Become a leading PR agency in APAC, leveraging innovative digital strategies, data-driven insights, and creative storytelling to drive impactful brand communications and growth.
Total Revenue: Not given.
LOTUS PR
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2007.
Staff: 20.
Affiliation: PREDA.
Location(s): Lahore.
Owner(s) and Principals: Selina Rashid Khan (Founder and CEO) | Mohammed Zubair Mallick (MD, Corporate Affairs and Communications).
Top 5 Brands (Collateral): Coke Studio | L’Oréal Pakistan | Coca-Cola Pakistan portfolio (Coca-Cola, Coke Zero, Sprite, Fanta and Fuze Tea) | Sharmeen Obaid-Chinoy (Disney/Lucas Films, Patakha Pictures, Neela Asmaan Residency, Museum of Food, SOC Films, SOC Outreach) | Malala Fund.
5 New Clients: HBL | Haleon Pakistan | Lipton Pakistan | Warner Music South Asia | Payoneer.
Breakdown of Business (Media): Influencer Engagement/Content Creators (Instagram, TikTok, Twitter): 40% | Digital Media engagement (publications, native articles, podcasts, vlogs): 25% | Stakeholder engagement: 15% | Print Media: 15% | Broadcast: 5%.
Top 5 Services: Strategic Communications: Public facing and Internal | Stakeholder Management | Crisis Management | Brand Positioning and Reputation Management | Creative Ideation and Influencer Engagement.
Top 3 Campaigns: Coca-Cola Pakistan (Coke Studio Season 15) | L’Oréal Pakistan (L’Oréal Professionnel Institute of Pakistan) | Islamabad United (Islamabad United x Imran Qureshi).
AI and Software Used: Gemini for brainstorming and copywriting | Chat GPT for caption writing | Co-Pilot and Dall-E for image generation | Microsoft Office in-built AI Tools and Tome for presentations. We use AI for content creation, scheduling, and research to enhance productivity, streamline communication, and ensure quicker deliverables.
Challenges Faced/Overcome in 2024: Political instability resulting in inconsistent policy. A sharp economic downturn, high inflation and challenging taxation policies impact budgets, media spending, work stability and media focus. Our emphasis is on resilience, agility, flexibility, adaptation and evolving our ways of working.
Vision 2025: Crafting meaningful moments and movements for our clients and the communication ecosystem at large. Take these values into new markets, exploring the global communications industry.
Total Revenue: Not given.
MANHATTAN COMMUNICATIONS
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1954.
Staff: 100+.
Affiliation: Muller’s Communications.
Location(s): Islamabad. Lahore. Karachi.
Owner(s) and Principals: Adeeba Mahmood Khan (CCO) | Tehmina Siddiqi (Director Operations) | Fahd Anis Khan (Director) | Faraz Anis Khan (Director).
Top 5 Brands (Collateral): McDonald’s. Bisconni. Servis Tyres. Silkbank. Qarshi Johar Joshanda.
5 New Clients: Bank Alfalah | Candyland | SLM Tyres | Bona Papa | Monsanto Thailand.
Breakdown of Business (Media): Not given.
Top 5 Services: Strategy | Creative |Digital marketing |Productions |Media planning, Buying and packaging.
Top 3 Campaigns: Servis Tyres (Global Brand) | Cocomo (Tripple Chocolate) | Canolive (Vitamin C).
AI and Software Used: ChatGPT |Midjourney. We use AI because it listens, unlike Gen Z.
Challenges Faced/Overcome in 2024: Rampant inflation. We are continuously controlling costs and improving productivity.
Vision 2025: Not given.
Total Revenue: Not given.
MARKSMAN ADVERTISING
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1962.
Staff: 25.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Javed Qadeer Khan (CEO) | Mirza Ovais Hassan (COO).
Top 5 Brands (Collateral): Not given.
5 New Clients: Not given.
Breakdown of Business (Media): Not given.
Top 5 Services: Video (TVC/DVC) Productions | Digital Strategies | Performance and Growth Marketing | Social Media Marketing |Outdoor Media (ATL and BTL).
Top 3 Campaigns: Not given.
AI and Software Used: ChatGPT Pro | Gamma | Hubspot | Adobe Photoshop and Ilustrator | Spyfu | Ahref.
Challenges Overcome in 2024: Cash flow. Restriction on cross border payments.
Vision 2025: Foster mutually beneficial partnerships with our clients, driving their success through innovative digital strategies and a deep understanding of industry trends.
Total Revenue: Not given.
MEDIA MATTERS
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2009.
Staff: Not given.
Affiliation: Grayling.
Location(s): Dubai. Islamabad. Karachi. Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO) | Natasha Durrani (COO).
Top 5 Brands (Collateral): Foodpanda | Dubai Economy and Tourism | Bank Alfalah | Meta | Jazz.
5 New Clients: Pakistan Mobile Communications (Jazz).
Breakdown of Business (Media): Print: 35% | TV: 20% | Digital: 30% | Radio: 5% | Others: 10%.
Top 5 Services: PR Services | Reputation Management | Content Development | Live Monitoring | Crisis Management.
Top 3 Campaigns: Meta (#CreatewithCare)| Mashion (Cover Page Partnership with Mahira Khan for Dubai Economy and Tourism) | Peshawar Zalmi (Partnership in PSL with Ghandara Tyre & Rubber Company).
AI and Software Used: Grammarly (language precision) | ChatGPT & Meta AI (content refinement) | Hootsuite Insights (social listening | They enhance writing quality, efficiency and audience engagement.
Challenges Faced/Overcome in 2024: The digital landscape is always changing and we have to scale our outreach and manage client expectations in tandem. We optimise workflows, upskill teams and leverage the latest digital tools.
Vision 2025: Quality over quantity, with integrity. To lead as an innovative regional PR powerhouse. Foster client growth through digital expertise, ethical practices and impactful storytelling.
Total Revenue: Not given.
MEDIA PULSE
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2005.
Staff: 35+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Aleem Durrani (Founder & CEO).
Top 5 Brands (Collateral): Ghandara Tyre & Rubber Company | Bank Alfalah | Habib Oil Mills | Pakistan Stock Exchange | Matco Foods.
5 New Clients: Not given.
Breakdown of Business (Media): TV: 45% | Digital: 30% | Print: 20% | Radio: 5%.
Top 5 Services: Media-Planning/Buying | Digital Marketing | Strategic Counselling | Performance Marketing | Data in real-time (ST).
Top 3 campaigns: BAFL World Cup (Islamic Bank & Current Account Campaign) | Matco Foods (Thematic campaign – Purana Chawal) | Ghandara Tyre & Rubber Company | PSL-Zalmi (Partnership brand recall & consumer promotion).
AI and Software Used: AI has improved our workflow by automating routine tasks, enhancing data analysis, and improving targeting. It has optimised content creation, leading to greater efficiency and more informed strategic decisions.
Challenges Faced/Overcome in 2024: Economic instability, evolving digital trends and client budget constraints. We overcame these by diversifying services, adopting innovative tech, and enhancing client collaboration.
Vision 2025: Agility, data-driven decision-making, and client-focused innovation, prioritising creative solutions, digital transformation and sustainable growth.
Total Revenue: Not given.
MESSAGE COMMUNICATIONS
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2000.
Staff: 100+.
Affiliation: All Pakistan Newspapers Society | Pakistan Broadcasters Association | Pakistan Advertising Association | Directorate General PR, Press Information Department | Lahore Chamber of Commerce | Marketing Association of Pakistan.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Sohail Aziz (CEO).
Top 5 Brands (Collateral): Atlas Honda | Central Business District Punjab | FC Forman Christian College | Bank of Punjab | Evercare Hospital.
5 New Clients: MG Motors | The Grand Central Mall | Evercare Group | Ravi Urban Development Authority | Pakistan Single Window.
Breakdown of Business (Media): Digital: 50% |Print: 25% |Television: 0% | Radio: 5% | OOH: 20%.
Top 5 Services: Digital Marketing | Creative Art and Design | Audio and Video Production | Media Planning and Buying |Printing and Publication.
Top 3 campaigns: Central Business District (CBD) Punjab (Raho Sir Buland) | FC College Forman Christian College (Admissions 2024) | Evercare Hospital (Executive ICU Launch).
AI and Software Used: Video Production and Editing: Adobe Premiere Pro | Final Cut Pro | DaVinci Resolve. Animation and Motion Graphics: Adobe After Effects | Toon Boom Harmony | Blender. Graphic Design and Illustration: Adobe Illustrator. Adobe Photoshop. CorelDRAW. Sound Editing and Mixing: Adobe Audition | Avid Pro Tools | Logic Pro X.
Challenges Overcome in 2024: Economic slowdowns, talent shortages and tighter marketing budgets. We overcame them by streamlining operations, investing in staff training and optimising budget allocations.
Vision 2025: To be the leading agency for cutting-edge trends and innovations. To stay ahead of the curve, delivering solutions that resonate with today’s market and setting the pace for future developments.
Total Revenue: Not given.
MIDAS COMMUNICATIONS PAKISTAN
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2000.
Staff: 90.
Affiliation: None.
Location(s): Islamabad. Karachi. Lahore. Peshawar.
Owner(s) and Principals: Nadeem Akbar (CEO) | Shahzad Malik (COO).
Top 5 Brands (Collateral): Ignite | UNICEF (Polio Eradication) | FBR | UK Aid - International Water Management Institute | Ministry of Information and Broadcasting.
5 New Clients: FBR | International Water Management Institute | Higher Education Commission | National Vocational and Technical Training Commission | Islamabad Electric Supply Company.
Breakdown of Business (Media): Electronic: 71% | Print: 22% | Digital: 5% | Other Media: 2%.
Top 5 Services: Creative Campaigns | Graphic Design | Audio-video Productions | Digital Content | Media Buying.
Top 3 Campaigns: Ignite (Digital Pakistan Cybersecurity Hackathon 2023) | International Water Management Institute (Efficient ground water usage) | FBR (Taxpayer awareness and motivation).
AI and Software Used: Meta AI (for visual support in design and production). Chat GPT (for support in content creation). The use of these AI apps is limited to taking hints as they are not very accurate in the Pakistani context.
Challenges Faced/Overcome in 2024: Business uncertainty triggered by political instability in the country. We have navigated by turning our focus to the development sector.
Vision 2025: To keep feeling the pulse of the market and reorient when required.
Total Revenue: Rs 825 million.
MULLENLOWE RAUF
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1951.
Staff: 85.
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 rebrand, launched in June 2023.
Location(s): Karachi. Lahore.
Owner(s) and Principals: Khalid Rauf (Chairman and CEO) | Aamir Khwaja (COO) | Naveed Minhas (Executive Director, Lahore).
Top 5 Brands (Collateral): MCB Bank | Dalda | Glow & Lovely | Surf Excel | Lifebuoy.
5 New Clients: Dairyland | Packages Mall | The City School | Innovative Biscuits.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Account Planning | Digital | Media | Website/App Development | PR.
Top 3 Campaigns: Surf Excel (Surf Excel Hai Na!) | Glow and Lovely (Jaldi, Jaldi) | EFU Life Assurance Win Wellness App (Let’s win at life together).
AI and Software Used: ChatGpt and Midjourney to provide efficiencies and focus on strategic aspects. AI technology can sometimes to empowering for creatives who have great ideas but may fall-short of a specific skill, be it copy or design. AI can allow them to present ideas with confidence and flair.
Challenges Faced/Overcome in 2024: We have had to be flexible and fluid. We are constantly re-imagining how we respond to our clients’ challenges and nurturing our talent. AI has been both challenge and solution; it facilitates empowerment, yet leaves us challenged in certain areas of skill development.
Vision 2025: Agile and fluid. ‘Because Status Quo Must be Latin for Boring and it’s About Time Creative had a Renaissance.’
Total Revenue: Not given.
OKTOPUS
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2013.
Staff: 97+.
Affiliation: Carat.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Waqar H. Haidri (Chairman) | Nadeem Kabir Alvi (CEO) | Tabish Waqar Haidri (COO).
Top 5 Brands (Collateral): Ecostar/Gree | Royal Fans | Sparx Mobile | Delivering Accelerated Family Planning in Pakistan (DAFPAK) | Akhuwat Foundation.
5 New Clients: HE Harbin Electric | Fauji Fertilizer Company | HANDs Pakistan | Four Brother Agri Service Pakistan | Ahmed Foods.
Breakdown of Business (Media): TV & Radio 70% | Digital 15% | Print 10% | Experiential 5%.
Top 5 Services: Integrated media planning and buying strategy (ATL & BTL) | Media PR & digital | Creative campaign ideation & execution | Brand strategy | Media & market research.
Top 3 campaigns: Salfe Milk (Consumer Behaviour change)| DAFPAK (Consumer Behavior change Campaign on Population Control) | Akhuwat Foundation (Fundraising).
AI and Software Used: Chat GPT and Midjourney to optimise speed, plus various tools for VO and colour grading.
Challenges Faced/Overcome in 2024: Manage the digital business which has grown exponentially but within challenging economic conditions in terms of client and global vendor payments.
Vision 2025: Further integrate Ai across all functions and introduce an industry leading proprietary research tool by Q3.
Total Revenue: Not given.
PRESTIGE
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1960.
Staff: 35.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Ahmed Jamal Mir, MD and CEO | Ahmad Kamal Mir, Executive Creative Director.
Top 5 Brands (Collateral): Habib Bank Limited | Jubilee Life | GGSK Pakistan | HBL Konnect.
5 New Clients: Not given.
Breakdown of Business (Media): Television 65% | Digital 15% | Print 5% | Radio 5% | Production 10%.
Top 5 Services: Creative | Digital | Media | PR.
Top 3 Campaigns: Jubilee Life | HBL Islamic/Konnect | GSK Pakistan.
AI and software used: AI powered analytics to gather information for better decision-making based on consumer data, trends, and predictive behaviour patterns. They are used to boost productivity, deliver data-driven insights to enhance creativity and help create social media posts, track brand sentiment for campaigns/strategies.
Challenges Faced/Overcome in 2024: HR. We were lucky to find and hire skilled talent for our dynamic team.
Vision 2025: Pioneering innovative campaigns and harnessing emerging technologies to create impactful, strategic insights that drive brand growth. Consolidating the legacy of the business to foster lasting connections with diverse, local, and global audiences. Raising the bar for quality campaigns by adding value through creative and innovative concepts and insights into brand building.
Total Revenue: Not given.
RED PUBLICIS
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1996.
Staff: 80+.
Affiliation: Publicis Groupe International.
Location(s): Lahore.
Owner(s) and Principals: Sabene Saigol (CEO).
Top 5 Brands (Collateral):** Nestlé Pure Life | Nestlé Milkpak UHT Milk and Cream | Nescafé | Rose Petal | Kashmir Cooking Oil.
5 New Clients: OPPO | ZIL | Kaizen Paints | Al-Jalil Developers | Treet Battery.
Breakdown of Business (Media): It will be hard to quantify the percentages for different mediums but most of our business is driven by digital first brand executions. TV being 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 | Packaging Design Development |Motion Graphics.
Top 3 Campaigns: Nestlé Pure Life (Sparkling Water launch) | OPPO (Reno Series 11 launch) | Nestlé Pure Life (Winter Hydration).
AI and Software Used: MidJourney to elevate our creative output and streamline visual design. Integrating Stable Diffusion for Nescafé and AI-powered adaptive weather ads for Nestlé Pure Life.
Challenges Overcome in 2024: Price hike challenges for brands, which we overcame by crafting value reframing campaigns, and emphasising product benefits to maintain customer loyalty and perceived value.
Vision 2025: Become a leader in transformative brand storytelling by harnessing AI and human creativity. Deepen client partnerships, drive measurable impact and invest in our team’s growth and resources to contribute to the industry innovation that is happening.
Total Revenue: Not given.
RG BLUE
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2006.
Staff: Approximately 56.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Khalid Saleem (CEO & Director) | Muhammad Omer Jawaid (ED).
Top 5 Brands (Collateral): Pakistan State Oil | Suzuki | Foodpanda | Laziza | Hamdard Pakistan.
5 New Clients: K-Electric | Hamdard Pakistan | Nelson Paints | PTC | Skincare Pakistan.
Breakdown of Business (Media): TV: 30% | Print: 6% | Radio: 4% | Digital: 8% | Creative & Other Allied Services: 52%.
Top 5 Services: Creative Strategy | Digital Marketing | Design Strategy | Media and PR Strategy | Events | Production.
Top 3 Campaigns: Hamdard Pakistan (Rooh Afza taazgi) | PSO Lubricants (Predators) | K-Electric (Karachi Awards).
AI and Software Used: As advertising, marketing and digital professionals, we use Adobe Firefly, ChatGPT4o, Midjourney and Meta Image generation for prototyping ideation, deck building, concept proofing and project planning.
Challenges Faced/Overcome in 2024: Economic uncertainty and content saturation was a challenge in 2024. We overcame these by diversifying services, delivering exceptional client execution, and hosting impactful events, leveraging our adaptability to stay ahead. As a result, RGB embraced flexibility and creativity as our core strengths.
Vision 2025: In 2025, we envision a vibrant creative hub where talented individuals continue to empower brands. By fostering collaboration, innovation, and exceptional services, we deliver top-notch work, exceeding client expectations through collaborative and innovative solutions.
Total Revenue: Rs 750 million.
SPECTRUM COMMUNICATIONS
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1978.
Staff: 94.
Affiliation: VML.
Location(s): Karachi (HO) | Islamabad (Liaison Presence).
Owner(s) and Principals: Shahnoor Ahmed (Chairman and CEO) | Shah Omar Ahmed (Director and Chief Digital Officer) | Zohra Yusuf (Chief Creative Officer) | Ghazala Ahmed (Director Social Marketing) | Khalid Nayeem (Chief Management Officer).
Top 5 Brands (Collateral): Colgate Toothpaste | Bonus Detergent | Max Surface Care | Brite Detergent | Caltex Delo/Havoline.
5 New Clients: CCL Pharmaceuticals | State Life Insurance Corporation of Pakistan | The Kidney Centre.
Breakdown of Business (Media): TV: 66% | Digital: 10% | Print: 1% | Radio: 1% | Others: 22%.
Top 5 Services: Brand and Communication Strategy | Big Idea Generation and Execution | Platform Strategy, Digital Content, Community Planning and Management |Consumer, Category, Data, Insights and Social Listening | Conventional and Digital Media Planning and Buying.
Top 3 Campaigns: Al Baraka Bank, (Corporate Campaign – Squash) | Coca-Cola Pakistan (Coke Studio) | Brite Detergent (Brite Sub Right Kar Dega).
AI and Software Used: ChatGPT for web mining | Grammarly for polished copy | MidJourney for art | Sprinklr for social listening.
Challenges Overcome in 2024: Mastering AI and optimising resource capability. We stayed competitive by investing in training and scaling content through data-driven strategies.
Vision 2025: Refining our team’s skills, driving growth for our clients and aiming for top industry awards.
Total Revenue: Rs 233 million.
STARCREST COMMUNICATIONS
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2006.
Staff: 70+.
Affiliation: None.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Zameer Siddique Qureshi (Founder) | Fouad Hussain (CEO) | Ammad Shah (Head of Agency) | Shahyan Qureshi (Head of Digital and Transformation).
Top 5 Brands (Collateral): Engro Corp | OPPO | 4sight | Jinglecred | TriFit.
5 New Clients: Engro Corp | Taj Gasoline | JBS | TriFit | 4Sight.
Breakdown of Business (Media): Digital: 55% | Offline: 45%.
Top 5 Services: Conventional and Digital Creative | Content Curation and Amplification | Digital Marketing and Performance Marketing | Social Media and Community Management PR and Influencer Marketing | Offline/Online Media | Planning and Buying.
Top 3 Campaigns: Engro (Break ke Baad) | Pepsi (Roshan Kal) | Taj Gasoline (Litre Litre Umeed).
AI and Software Used: Mid Journey for creative | Krea for image/video assistance | Canva for presentations | Adobe Firefly for fast photo editing and enhancement of artwork | Microsoft CoPilot for help across the Microsoft Platform | Sprinklr for social listening /management | Google Ads | Meta Ads.
Challenges Faced/Overcome in 2024: Significant challenges but despite the complexities, we overcame them by staying ahead of the curve and offering clients a seamless, one-window operation, integrating creative, media, and digital services.
Vision 2025: Lead with purpose-driven marketing, specialising in Gen Z engagement through immersive content. Fully leverage digital and performance marketing with optimised content.
Total Revenue: Rs 1.513 billion.
STARLINKS PR
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2015.
Staff: 10.
Affiliation: SEPHOUSE.
Location(s): Karachi.
Owner(s) and Principals: Shanaz Ramzi (CEO).
Top 5 Brands (Collateral): The Citizen’s Foundation | NAPA | Cyber Salus | Hisaar Foundation | Novacolor Café.
5 New Clients: Hisaar Foundation | Cyber Salus | The Citizen’s Foundation | NAPA | Novacolor Café.
Breakdown of Business (Media): Public relations: 50% | Events: 25% | Digital: 25%.
Top 5 Services: Strategy | Public Relations | Event Management | Celebrity Management | Digital Marketing.
Top 3 Campaigns: Cyber Salus (launch) | NAPA (Renewing Glory) | Novacolor Café (Notjustcafe).
AI and Software Used: Chat GPT for content creation. It helps the social media team to work more efficiently, with fewer language mistakes and bolsters their creativity.
Challenges Faced/Overcome in 2024: Sustained rising costs, especially utilities such as electricity and lower PR budgets of clients. We are still contending with these problems and have not overcome them.
Vision 2025: Overhaul our business model, increase our workforce and be more aggressive.
Total Revenue: Not given.
SYNERGY
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 1999.
Staff: 280+.
Affiliation: Dentsu.
Location(s): Islamabad | Karachi | Lahore.
Owner(s) and Principals: Ahmed H. Kapadia (Chairman & CEO).
Top 5 Brands (Collateral): HabibMetro Bank | State Bank of Pakistan | Hyundai | Bill & Melinda Gates Foundation | Pakistan State Oil.
5 New Clients: UNICEF | Cheezious | Dubai Islamic Bank | Bisconni | House Building Finance Corporation (HBFC).
Top 5 Services: Ideation | Brand Strategy | Creative | Conventional and Digital Media Services & Production.
Top 3 Campaigns: Bill & Melinda Gates Foundation (Polio Eradication Initiative) | State Bank of Pakistn (Roshan Samaji Khidmat) | Pakistan State Oil (Quaid Ka Pakistan).
AI and Software Used: Including but not limited to Midjourney and GPT-4o in our creative operations.
Challenges Overcome in 2024: Maintaining operational efficiency while scaling resources amidst market budgetary constraints. We addressed this through strategic investment in talent and optimising our internal processes to meet client demands effectively.
Vision 2025: Challenge the status quo and raising the creative potential of Pakistani advertising.
Total Revenue: Not given.
TALKING POINT
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2016.
Staff: 20.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Fareshteh Aslam (CEO).
Top 5 Brands (Collateral): Unilever Pakistan | Avari Hotels | GSK Pakistan) | Yango | Karachi Eat.
5 New Clients: J. | Destinations | Unilever Food Solutions | Yango | The Townhouse | Avari Xpress.
Breakdown of Business (Media): Digital: 85% | Print: 10% | TV: 5%.
Top 5 Services: PR for Brands | Designing campaigns for Social Media | Crisis Management | Campaign Strategy.
Top 3 Campaigns: Lifebuoy Shampoo (herbal shampoo launch) | Karachi Eat (event ) | Jumbo Jump (launch).
AI and Software Used: Media monitoring application to monitor influencer engagement rates.
Challenges Overcome in 2024: The economic downturn and skyrocketing inflation impacted the overall cash flow and bottom line. By scaling down staff, closing non-profitable departments and focusing on delivering top results for existing clients we slowly climbed back up.
Vision 2025: To grow profitably and ensure employee development for each member. Work with a wider group of clients.
Total Revenue: Not given.
TEAM REACTIVATE
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Established: 2016.
Staff: 120+.
Affiliation: None.
Location(s): Dubai | Karachi.
Owner(s) and Principals: Sidra Ahmed (Founder & Partner) | Raza Faisal (Business Head Pakistan).
Top 5 Brands (Collateral): Red Bull | Shan Foods | Dawlance | Unilever (Sunsilk, TRESemmé, Ponds, Lux, Dove, Knorr, to name a few) | Fly Jinnah.
5 New Clients: Dawlance | Clear | Knorr | Mospel
Breakdown of Business (Media): Digital: 70% | TV and traditional: 30%.
Top 5 Services: Creative Services (Communication Design, Concept Development, Packaging, TVC’s, DVC’s, IMC’s) | Digital Content and Platform Strategy | Production (Photography, TVC Production, DVC Production, Product Based Shoots) | Digital PR Planning and Execution | Development (Web, App, Virtual Reality, Augmented Reality, Gamification, CMS, Dashboards).
Top 3 Campaigns: TRESemmé (Hyper-personalisation) | Shan (#ShandaarGame) | Sunsilk Black Shine (TVC Launch - Ab Baal Karein Shine All the Time).
AI and Software Used: From Midjourney to Luma Labs and various others. AI is used to solve complex problems, for content generation, ideation and visualisation. AI helps to broaden creative horizons, increase productivity and save time and energy for where it is needed the most.
Challenges Faced/Overcome in 2024: The rising cost of business and a dearth of skilled talent as well as a mass outflow of talent. Maximising productivity with the help of AI-powered tools and streamlining business operations to drive more efficiencies along with more emphasis on retaining talent by providing them with career trajectories and a culture that enables them to prosper have been the key factors in combating business challenges.
Vision 2025: To stand out as one of the best agencies in Pakistan in terms of client value creation, service levels and creative services and be one of the preferred agency employers in by way of our culture, learning and opportunities we offer. To deliver exceptional creative work recognised within and outside Pakistan.
Total Revenue: Not given.
VIRAL EDGE
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Year Established: 2015.
Staff: 60.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Rizwan Ahmad (Founder & Chief Storyteller) | Naveed Siraj (Founder & Chief Creative Officer).
Top 5 Brands (Collateral): Pepsi | Tapal | Careem | CBL | Reckitt Benckiser.
5 New Clients: Sony Music | Engro | Careem | Naveena Steels | Storm Fiber.
Breakdown of Business (Media): Not given.
Top 5 Services: Creative | Digital Marketing | Media Buying | PR | Strategy |Production.
Top 3 Campaigns: Tapal Danedar (Jeevay Jeevay – creative and digital) | Tuc Bites (Bites you hut ke) | Careem (Flexi Take Back Your Marzi – creative and digital).
AI and Software Used: Midjourney (visual generation) | Eleven Lab (sound /audio generation) | Luma (video generation) | Adobe suite (paid) for design.
Challenges Overcome in 2024: Inflation and rising costs of doing business.
Vision 2025: Implement AI to scale the production of content and offer our services to multiple countries by having a physical presence there.
Total Revenue: Not given.
WALNUT COMMUNICATIONS
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Year Established: 2014.
Staff: 50+.
Affiliation: None.
Location(s): Karachi.
Owner(s) and Principals: Samra Muslim (CEO) | Kamil Bhatti (Chief Operating Officer) | Shafaq Tariq (Chief Creative Officer).
Top 5 Brands (Collateral): P&G | English Biscuits Manufacturers | Himalaya | PepsiCo | Dabur Vatika | Foodpanda.
5 New Clients: P&G Pakistan| PepsiCo Pakistan | Dabur Vatika | Lipton Green Tea | Samsol.
Breakdown of Business (Media): Digital PR: 100 %.
Top 5 Services: Influencer Marketing | PR | Event Management | Creative Strategy | Content Creation.
Top 3 Campaigns: Peek Freans (Ramzan and Eid) | Head & Shoulders (Sar Utha Ke) | Peek Freans Smile (We love to Smile for Pakistan).
AI and Software Used: Brand24 | Traackr.
Challenges Overcome in 2024: With the economy in a tough spot and companies changing plans, projects are being put on hold. It is hard to find the right people to work on these projects because there are not enough skilled workers around.
Vision 2025: More work and hustle, powering through all challenges. Introducing AI in the campaigns.
Total Revenue: Not given.
WE ARE TRANSMEDIA [WRT]
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
BBDO Pakistan MullenLowe Rauf Ishtehari Bond Advertising Bulls Eye DDB Spectrum VMLY&R synergy group We Are Transmedia (WRT) Prestige Communications Red Publicis Adarts Blaze Group Golden Circle CONGLO
Email
Year Established: 2018.
Staff: 13.
Affiliation: None.
Location(s): Lahore.
Owner(s) and Principals: Umair Anwar (Founder, CEO, Creative Lead).
Top 5 Brands (Collateral): We are not a conventional agency. Rather a studio that prides itself on its expertise in creative and branding. We work on a project basis rather than maintaining a roster of clients on retainer. Recently, we have worked closely with local and international brands such as Wall’s, Knorr Noodles, Knorr Fuzon, Sooper as well as Danone for their Morocco region.
5 New Clients: Same as above.
Breakdown of Business (Media): Not given.
Top 5 Services: Brand Strategy |Branding |Developing Integrated Marketing Campaigns | Content creation |Packaging Design.
Top 3 Campaigns: EBM Sooper (animation/lyrical video) | Knorr Fuzon (launch) | Knorr Noodles (Billa Rs 30 pack campaign).
AI and Software Used: Meta AI. Midjourney. AI has helped reduce turnaround time in terms of design and content. It helps cut down research time, especially when it comes to case studies and mood boards. It is not fully reliable yet.
Challenges Faced/Overcome in 2024: Brands have cut budgets in response to inflation. We presented creative low-budget solutions so brands could spread their message in impactful, cost-effective ways.
Vision 2025: Expand our global reach and develop cutting-edge platforms for our partner brands.
Total Revenue: Not given.
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