Women in Advertising

Pakistan’s advertising industry has undergone a quiet revolution over thepast few decades – led by women. From the days when female voiceswere sparse in agency boardrooms to today’s era of growing visibilityand influence, women have not just entered the profession – they areredefining it.

Among the early change makers was Zohra Yusuf, who began her careeras a copywriter at MNJ Communications in 1971 and rose to become creativedirector at Spectrum Y&R by the mid-eighties. At a time when client relationsdominated agency dynamics, Yusuf helped centre creativity, and with it, women,in the industry’s power structure. Others soon followed suit: Sara Koraishy,one of the country’s pioneering creative leaders, made her mark by steeringsome of Pakistan’s most memorable campaigns and mentoring a generation ofadvertising professionals. Her leadership helped cement the idea that womencould not only participate in, but shape, the creative vision of the industry.

With the 2000s came a steady influx of women graduating from design andmedia programmes at institutions like IVS and NCA. They entered a moreprofessional and creative landscape, bolstered by a shift in the industry’s valuesystem. Creative storytelling, emotional intelligence and digital fluency becameprized skills that women were often uniquely positioned to offer. Leaders likeRashna Abdi helped steer large campaigns, build agency culture, and wininternational recognition.

Digital transformation played a key role. New platforms created more entrypoints, more flexibility, and faster progression. Women now lead at prominentagencies like East River, Ogilvy and BBDO, where creatives like Amina Baigand Atiya Zaidi are helping to shape Pakistan’s modern brand identity. In 2023,the launch of the Pakistan Alliance for Women in Media & Marketing (PAWM)formalised networks of support, mentoring, and visibility for female professionals.

Despite these gains, challenges remain. Women still encounter structuralinconsistencies, especially in smaller agencies where standardised HR policiesare lacking. The absence of regulatory oversight means that maternity leave,equal pay and flexible hours vary widely across the industry. While someleaders like Atiya Zaidi report salary parity, others note a persistent wage gap –one that is tied to outdated assumptions rather than actual performance.

Retention is another issue. Many women drop out of the workforce aftermarriage or motherhood due to inflexible structures and a lack of childcaresupport. Industry veterans like Nida Haider Khan stress that unless agenciesevolve to accommodate this reality through policy reform, they risk losing someof their most skilled talent.

Still, there are reasons for optimism. The culture of the industry is changing.Younger generations see advertising not as a male-dominated arena, but as aspace for creative autonomy and innovation. And as women continue to moveup the ranks, they are not only producing breakthrough campaigns – they arebuilding pathways for others.

From strategy to storytelling, women in Pakistani advertising are no longerworking to fit into the industry; they are transforming it from within. The progressmay not be perfect, but the direction is clear: the future of advertising inPakistan is not just female-friendly – women themselves are writing it.

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