How to Revive Pakistan’s Great Advertising Legacy

Remember whenPakistan’s advertisinggame wasn’t just good butstraight-up legendary?Let’s take it back, way back to25 years ago, when SupremeIshq (1999) wasn’t just anotherad, but the very heartbeat of anation. Gulls and Guys (1999)?Man, that wasn’t just content; itwas a masterclass in brandedentertainment. And, y’allremember when Pepsi’s Battle ofthe Bands in 2002 dropped? Thatwasn’t just a mic drop moment; itwas a whole stage crash! Mightas well have been the last timeour work had some soul before…uh, we kinda sorta… hit a speedbump. Hard. We’ve been in a freefall ever since.

But then, somewhere alongthe line, we did a major goof.Instead of coming up with fresh,piping hot ideas, we decidedto reheat the nineties leftovers,kinda like those Bollywoodremixes. You know, where theytake an iconic song and toss in amisplaced beat drop? Yup, thatwas us – making ad remixes noone grooved to.

When nostalgia wasn’t doingthe trick, YouTube turned intoour ‘inspiration’ treasure chest.Award-winning commercials?Great Indian ads? A few clicks,a little ‘inspiration’ and voilà, abrand new ‘original’ campaign.

But enough of the past. Wehave got a future to shape. Wehave been at the top; we knowthe view. So, why not climb again?For those of you ready to lead thecharge and shape the next 25years, roll up those sleeves. ‘Coswhen Pakistan gets its grooveback, the world won’t even see itcoming! Let’s light this candle!

Here are 15 suggestions forthe next quarter of the century tomake up for the lost time:

1. Back to the briefs: Oh, theelusive client brief, a mythin some advertising circles,treated often as optional ratherthan essential. Urge clients topen down their challenges, theirhopes and dreams for the brandin a document. Yes, it’s called abrief. How? By fostering a culturewhere agencies and clients jivein a rhythm of transparency andtrust. Why? Because a wellarticulated brief is the first step toa campaign that is not a shot inthe dark, but a calculated, creativestride towards brand glory.Without it, we are just sinking inthe wild wilderness of whims.

2. Research, notassumptions: Ah,assumptions, the fast food of theadvertising world – quick, easyand utterly unsatisfying in thelong run. We have been playingthe guessing game, treatingassumptions like facts, andwondering why our campaignsfall flat. Now, let’s flirt with aradical idea – research. Yes,diving into the sweet chaos ofdata, swimming through therivers of consumer insights,and arriving on the shores ofunderstanding with a treasurechest of actionable intel. Why?Because assumptions are theone-night stands of advertising,thrilling but fleeting. Research,on the other hand, is thecommitted relationship thatkeeps on giving, the foundationfor campaigns that not onlysparkle but also endure.

3. Content is king, contextis kingdom: Content mightwear the crown, but withoutthe right setting, it’s like a lionroaring in a library – out of placeand, frankly, confusing. You cancraft the most epic tale, but ifit’s told at the wrong time orplace, it’s just background noise.Context gives your content itspalace, its audience, its momentin the sun. Make sure theyalways go hand in hand, or yourKing-e-Azam may just end upruling an empty room. IYKWIM(If you know what I mean).

4. Digital, not dull: Heymarketers, advertisers,creatives, brand managers,and their fathers… Here’s areality check: slapping yourTVC onto Facebook, sprinklingsome budget for boosting,and then masquerading it asa ‘digital video campaign’ isn’tbeing digitally savvy. That’slike repackaging yesterday’sleftovers and calling it gourmet.Digital is more than just repurposed content; it’s aboutharnessing the power oftechnology, creating interactiveexperiences and understandingthe nuances of online consumerbehaviour. Digital isn’t just aplatform; it’s a mindset. So, let’sdive deeper than surface-leveltactics and embrace the trueessence of digital, where techand creativity intertwine.

5. Quality over quantity: Alright,listen up, brands! Drowningyour audience in a sea of contentdoesn’t make you the Picassoof advertising. It’s not about howmuch you say, but how well yousay it. Instead of churning outposts like a factory conveyor belt,maybe focus on crafting that onemessage that resonates; thatsticks. And for heaven’s sake, stoptreating content like it’s a contestof who can shout the loudest.Depth trumps volume every time.So, prioritise substance, andmaybe, just maybe, your brandwon’t get lost in the overwhelmingdigital noise.

6. Ad-masters, not admongers: Behold the admongers, glorified salesmenwith a knack for making theextraordinary look ordinary. Theychurn out ads like a factory line,where creativity is a rare find.Basically, our top three agencies.Now, let’s talk about the admasters, the wizards who seea canvas where others see achecklist. How? By treating eachcampaign as a masterpiecein the making, not just a salespitch. And why? Because admasters don’t just sell; they telltales that sell themselves. Theydon’t chase consumers; theymake the brand a destination.And we have none of those. Yet.

7. Regulation, notstrangulation: Ever feltlike creativity is being squeezedtighter than a tube of toothpasteat its end? This is what overregulation does. Instead offostering groundbreaking ideas,we are stuck doing the safetydance to avoid stepping onregulatory toes. But here’s thekicker: much of this regulationis self-inflicted, driven by theassumption that consumers aretoo naive or radical. It’s like weare handing out training wheelsto marathon runners. True, weneed guidelines, but let’s notself-impose chains based ondated assumptions. It’s time wegive our audience the credit theydeserve and let creativity takeits rightful, expansive flight.

8. Respect the consumer, notjust their wallet: Oh, theclassic chase of the consumer’swallet, often forgetting there is adiscerning human attached to it.Value the consumer beyond justdollar signs. How? By creatingcampaigns that speak to theirintellect, humour, and values,not just their purchasing power.Why? Because when we respectthe consumer, we earn not justtheir money, but their loyalty. Inthe grand marketplace, respectis the currency that accrues thehighest interest.

9. Create, don’t imitate: In aworld full of copycats, bethe wild cheetah. Break freefrom the chains of imitation. Weall know that one chor of theindustry… but trust me there ismore than one. They can’t be the future; they are the darkugly past… leave them there.How? By fostering a cultureof originality and innovation.Why? Because cookie-cuttercampaigns are the lullabies thatput consumer interest to sleep.When we create, we captivate,turning every campaign intoa riveting narrative that keepsconsumers on the edge of theirseats, hungry for what’s next.

10. Collaborate, don’tdictate: In the ad world,everyone’s got a vibe – fromthe newbie to the old guard.But there is always that oneinsecure boss, acting like he’sholding the only golden ticketto Creativity Land. Newsflash:just because you have tenuredoesn’t mean you havecornered the market on ideas.Time to share the stage, bigguy. Your insecurities? They areshowing. And trust me, theyare not a good look. Let othersshine, too. We have all got hitsto drop. Why? Because diversityof thought isn’t just trendy – it’sthe lifeblood of groundbreaking,memorable campaigns. Whenmore voices join the chorus, thesong is undeniably richer.

11. Learn, unlearn, relearn:“Learn, unlearn, relearn”is perhaps the only formulathat separates leaders from thefollowers. Picture this: today’sgroundbreaking strategy maybe as outdated as yesterday’sfashion trend tomorrow. So,we immerse ourselves in thenew, absorb it, then get readyto let it go when the windschange. This isn’t about merelyhopping on every new trendbut discerning which wavesare worth riding. Why this trio?Because the ad world is a stagewhere yesterday’s encore can betoday’s exit music. To stay in thelimelight, you have to be fluid,ever-evolving, and always onyour toes.

12. Work for the brand,not the client (or theboss): It’s easy to fall into thetrap of being a ‘yes man’ toevery client’s whim, but let’sremember that the brand’slegacy lasts longer than anytenure. While appeasing theclient may win you a brief paton the back, championing thebrand’s essence can carveits name in the annals ofadvertising history. So, the nexttime you are tempted to nodalong with a client’s fleetingfancy, ask yourself: is this whatis best for the brand? If not,muster the courage to steerthe ship in the right direction.After all, brands needheroes, not just employees.

13. Fail, but with flair: Inthe hallowed halls ofmarketing, there is a loomingghost – the fear of failure. Thisapprehension often pushesbrand managers to tread theworn path, opting for the ‘safebet’ rather than venturing intothe unknown. The mindset? If itworks “I’m a genius!”; if it flops“Well, the agency suggested it,didn’t they? The boss approvedit.” True brand growth, however,is fuelled by those audaciousfew who challenge the norm.It’s these brave souls, whodeclare, “We’re trying this, andif it nosedives, I’ll own it,” thatrewrite advertising history. So,let’s champion bravery overblame and cultivate a culturewhere we fail forward, butalways with flair.

14. Transparent transactions:In the bustling bazaars ofPakistan’s advertising landscape,there is an open secret: themurky game of kickbacks andunder-the-table deals. It’s like wehave traded our moral compassfor a quick buck or a glitzy foreignshoot. But here’s the dealbreaker: every time we indulge inthese shady transactions, we arenot just short-changing ourselves,but the entire industry’sreputation. Transparency is notjust about being righteous; it’sabout sustainability. In an erawhere trust is gold, let’s notpawn it for temporary perks. It’stime to clean the slate and leadwith clarity, integrity, and, yes,transparent transactions.

15. Passion over pension: Inthe advertising trenchesof Pakistan, if your eyes aresparkling at the thought of a fatpay cheque instead of that killercampaign idea, you have lostthe plot. Let’s level: this industryis not for those dreaming ofluxurious villas and multipleBahria Town plots. It demandsa fiery passion, not a lust forhefty pensions. If you are herejust for the money, mate, you arein the wrong gig. Think aboutflipping properties instead. Trueadvertising souls are drivenby the thrill of the craft, not thecha-ching of the cash register.Commit to the cause or considera career switch.

Ad Mad Dude runs the eponymousFacebook page.
admaddude@gmail.com