In Pakistan’s advertising industry, the principal disconnect often seems to be between strategy and execution. Ad agencies frequently claim to know their target audience, but in reality, the strategy they harvest often fails miserably. Why? Because many agencies fail to understand the customer on a human level. In its place, they rely on web searches, data, AI and reprocessed ideas, leading to unimaginative campaigns that lack creativity and depth.

This concern is not limited to Pakistan. Stephanie McCarty, CMO, Taylor Morrison, recently made waves in Adweek when she articulated her irritation: “What I’m really paying an agency for is to not be immersed; it’s to bring an outsider’s perspective to the table.” Her criticism underlines an increasing disappointment with agencies that regurgitate strategies without introducing fresh ideas in their efforts.

In Pakistan, a similar challenge exists. Many local agencies rely too much on the standard formula of AI tools, stale client data, web searches and perhaps marketing theories by experts like Alfred Ries or David Ogilvy. This methodology, while harmless, often leads to mediocrity.

Agencies beat the drums but fail to create the rhythm that brings consumers to their dance floor.

The problem is that these strategies rarely focus on understanding the consumer. Agencies are missing the key ingredient: the insights that come from actually talking to real people. In a world where consumer loyalty is fleeting, it is unwise to rely on recycled strategies that feel like every other brand’s campaign. If brands want to own the strategy, they first have to own the consumers. This means going beyond the surface-level persona and engaging in meaningful conversations with people. In fact, I would suggest three to six consumer conversations lasting at least 30 minutes each before a campaign brief is put together.

These are not formal research sessions; they are casual, informal conversations that can be held in exchange for a simple incentive like an Oxford book voucher or a coffee. The discussions should centre on topics that cover their world and daily experiences; their views on the category, the brand and the competition – listening to their natural language and probing their thoughts on any creative ideas. It is essential that the setting be informal so that consumers feel free to speak openly. The value of these conversations lies in hearing your audience on their terms, not through the artificial lens of a survey or focus group.

The insights gained from these conversations are invaluable. You not only learn about consumer pain points and brand perception; you also understand the nuances implied in how they talk about their experiences. This language is critical because the way a customer describes a brand is more authentic than any marketing slogan agencies could craft. The insights gathered can help reframe an entire campaign, giving it a more personal and practical touch.

Given Pakistan’s diverse cultural, linguistic and socio-economic dynamics, conversations with real consumers can help agencies get a genuine feel of what resonates with consumers. Some of the most successful local campaigns, like Sooper’s Pakistan Day campaign or Pepsi’s Dil Dil Pakistan revival, have done exactly this. They struck a chord because they understood their audience deeply. Yet, it is not uncommon for agencies to dismiss the need for these conversations, claiming they “already know their consumers”. This mindset is lazy and dangerous; markets are constantly evolving, and so are consumer needs, and what worked last year may not work this year.

The solution is not the extensive use of AI tools or data points. It is about taking time to listen. However, although understanding your audience is the foundation of any effective campaign strategy, the role of an experienced strategist goes beyond understanding consumers. It involves a detailed understanding of the brand and the problem that needs addressing. This involves gaining an in-depth insight into the cultural context surrounding the problem as well as understanding what sets the brand apart in its category.

Merely mirroring what consumers think about the problem and the brand is not enough. It involves working through the various complexities surrounding the issue.

Once this is accomplished, the next step is to develop a creative campaign that works with both the audience and the client. Here it is very important that the brand bonds with the real consumer rather than simply rely on demographics, psychographics or data points – and this involves working with consumer feedback and insights. This is where the authority of brand strategists comes into play and what sets them apart from business consultants who rely on presentations and charts but have no idea of the human aspect.

Consumers are complicated. They are individuals with contradictions, emotions and distinctive perspectives that are frequently undetected. It is in this confusion – their irrationalities, biases and blind spots – that marketing companies discover the insights that drive successful, human-centred strategies.

Many campaigns in Pakistan fall into the trap of mirroring what they think the audience wants to see. They ‘hold up a mirror’ without adding real value. Then there are campaigns where brands just talk about themselves – like a guest at a desi wedding who monopolises the conversation, praises themselves endlessly and leaves without engaging anyone.

The best campaigns are based on dialogues. They offer something meaningful to the audience and make an impact because they are not just about selling a product; they are building a relationship with real people.

Quick, informal conversations do not require significant resources; yet, they can completely transform how one looks at data. Owning the customer helps own the strategy, and that ownership will then trickle down to every client meeting, slide deck and creative execution – because the brand strategist can walk into a meeting with the confidence that comes from understanding the audience.

In Pakistan, where consumers have become more discerning, this customer-centric approach could be the key to standing out in a saturated market. Brands like Coca-Cola and Surf Excel have shown that when you understand your audience, you create campaigns that capture attention and build lasting brand loyalty.

If agencies in Pakistan want to elevate their game, they need to start talking to real people. Strategies stemming from human connection are what will set successful campaigns apart. Data and AI can inform a strategy, but human insights will make it resonate. Ultimately, owning the customer means owning the narrative. This is how you win in today’s fast-paced advertising world.

Arshad Awan is a brand strategist, author, columnist and educationist. arshadawan@msn.com