Uzma Khateeb Nawaz: When were your respective agencies established?

Mehreen Abid Mir: Nutcracker Marketing Solutions was formed in September 2024 in Singapore. It is a creative digital agency with a small setup in Singapore; we also have a nine-member team that operates on a profit-sharing basis from Islamabad. 

Omar Jamil: Latitude CSR is a public relations company based in Lahore; it was established in 2010, and we are internationally affiliated with Grayling. We have expertise in media relations, corporate reputation and advocacy.

UKN: What would you say are the strengths of Nutcracker and Latitude?

OJ: Latitude’s deep-rooted understanding of PR and communications within Pakistan, and Nutcracker’s innovative digital strategies, which have been honed in the competitive Singaporean market. By pooling our strengths, we are poised to deliver more holistic, cutting-edge solutions for our clients. In essence, this collaboration represents a convergence of local insight and global best practices, redefining the creative playbook for brands that want to thrive in today’s fast-paced world.

MAM: We specialise in creating digital campaigns, design and content creation.

UKN: How did this collaboration between Latitude CRS and Nutcracker come about?

OJ: Creative advertising agencies in Pakistan often function in isolated silos, each focusing solely on their particular domain without effectively communicating or collaborating with other key brand-related functions. The result? Brands are unable to harness the full potential of their marketing investments and creative strategies, often falling short of the integrated impact they seek. When I discussed this vision with Mehreen, who shares the same passion for holistic brand solutions, we found ourselves on the same page. Together, we turned that idea into a reality, laying the foundation for a model that promises not only creativity but also coherence and real results for our clients and allows us to provide integrated communications – from public relations and advocacy to performance-driven digital strategies – to our roster of clients.

MAM: We’re thrilled to collaborate with Latitude CRS. This synergy allows us to offer clients a seamless blend of storytelling and strategy, all the way from the first creative spark to high-performance marketing results. It’s a win-win for brands looking to scale authentically and effectively.

UKN: Which challenges does this collaboration address? 

OJ: There is often a disconnect between the creative, brand and PR sides, which is a critical challenge in today’s fast-paced and interconnected business environment. Without a cohesive approach that brings all the essential pieces together – design, public relations, and marketing – brands risk delivering inconsistent or incomplete messages to their audiences. We aim to bring together diverse teams under a single umbrella, fostering collaboration and ensuring that every piece of a brand’s narrative aligns seamlessly with its broader goals.

UKN: How does it benefit the brand?

MAM: In the modern, data-driven business landscape, the success of any creative output is ultimately measured by its return on investment (ROI). We understand that while creativity is crucial, it cannot exist in a vacuum – every campaign must have tangible results that contribute to the overall growth of a brand. This is especially true today, when every rupee spent on marketing needs to deliver a measurable impact, whether that’s in the form of higher engagement, stronger brand recognition, or increased sales. Our integrated approach ensures that campaigns don’t just look good or generate buzz – they are built to convert followers into loyal customers, ensuring that brands get real numbers and real results that can be tracked and analysed.

OJ: This focus on ROI doesn’t mean compromising on creativity; rather, it’s about channelling creativity in a way that aligns with the brand’s commercial objectives. We’re not just here to create campaigns that make people talk for a moment, we’re here to build long-term relationships between brands and their audiences – relationships that drive growth, loyalty, and sustainable success.

UKN: How does the partnership benefit Latitude and Nutcracker?

OJ: This integrated approach benefits both Latitude CRS and Nutcracker Marketing Solutions. For example, if a client needs PR or CSR services, Latitude can take the lead. Conversely, if a Latitude client requires a compelling creative narrative, Nutcracker steps in. This synergy strengthens both our agencies in their respective domains, expands our reach, and helps us attract more clients both locally and internationally.

UKN: What are your future plans?

OJ: Taking advantage of our in-depth cultural and policy knowledge of the Pakistani market, combined with the international creative practices that Mehreen brings in, we look forward to opening fresh avenues for brands to connect, influence, and inspire their consumers, both in Pakistan and abroad.