Gaming for Engagement
Gamification is emerging as a powerful tool to drive consumer engagement. However, it may not be suitable for every brand, warns Sarah Siddiqui.
Nike
A Few of My Favourite Things
Sarah Moquim, Consultant for Content Excellence, Symmetry, lists her favourite ad campaigns.
Everyone Needs Brand Love
Nothing works better than emotional advertising, writes Taniya Hasan.
The Top 5 Design Ideas of 2023
Julian Saunders picks his Top 5 design ideas of 2023.
Hypocrisy or Authenticity?
The war in Gaza has once again put the spotlight on how brands react to world-shaping crises, and they are not always consistent, comments Shahzeb Hasan.
Duty Matters II
In the second part of his article on Brand Duty, Julian Saunders unveils his sustainable manifesto for difficult times.
A Few of my Favourite Things
Seema Jaffer, CEO, Bond Advertising, picks her favourite ads.
Implementing Digital Transformation for Business Success
Do Pakistani businesses really get digital transformation? Nabeel Qadeer poses the question.
Why Your Brand Needs a Media Philosophy
Astute brands should opt for a media philosophy rather than succumb to lazy offensive marketing.
A Few of Our Favourite Things
The Aurora team pick their favourite ads.
What Makes a Pakistani Brand?
Sheikh Adil Hussain discusses the different components that go into creating a successful Pakistani brand.
Does PR Need PR?
Why Pakistani companies and brands are still not investing in PR.
A Purpose to What Purpose?
Pakistani brands need to understand that purpose-led campaigns need concrete
and consistent follow-through to be credible.
I Think, Therefore I Brand
In a woke world, brands need to use their minds to win their audiences’ hearts.
Thought Leadership as a Communication Strategy
Muhammad Ali Khan on how to acquire authentic brand power.
Orchestrating Brand Experiences
How advertising is shifting from simple communication to building immersive brand experiences.
A few of our favourite things
The Aurora team pick their favourite ads from 2019.
An industry confused
Patrick Collister, Editor, Directory magazine, on Directory's Top 20 Most-Awarded Campaigns of 2019
The unfathomable power of EQ
If brands aim for the heart, they can find space in their consumers' carts.
Crazy dreamers
How Nike ads are empowering women.
Nike fields controversy
The brand gives a new meaning to its tagline ‘Just do it’.
A match made in heaven
This year, Wimbledon was eclipsed. By a T-shirt...