A Quest for Virtual Authenticity
Faizan Syed discusses the rise of virtual influencers and their impact on marketing.
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“The boldest clients are those who let people play with their brands”
Sophia Khan speaks to David Wheldon, President Emeritus,
World Federation of Advertisers (WFA) and Non-Executive Chair, Pablo London.
The Long-Form Comeback
Will the rising popularity of podcasts return our attention to longer formats? Sophiya Shams Rafi poses the question.
Scroll, Tap and Share
Zubair Mallick discusses the power of the short-form video.
Auntie Algo and the Perfect Rishta
Auntie Algo has a rather unconventional proposal for Umair Kazi.
A Digital-First World
As media consumption patterns transition to short-form, on-demand content,
Yasser Akhtar discusses the implications of these changes on brands.
Blame the Content Not the Attention Span
Gen Z does not have short attention spans, just an aversion to bad content, argues Sameer Ali.
Bye, Bye Algorithm. Hello, Human Tastemaker
Algorithms are officially uncool. Human curation that reflects real preferences, opinions and discretion is where brands need to go, argues Sameer Ali.
“We realised that the only thing we can master is the ability to adapt to change”
Azam Jalal Khan, CEO & co-Founder, the Digitz Group, speaks to Aurora about the early days of Digitz, and what lies ahead for agencies with the increasing use of technology as well as the challenges they face.
Why Is Pakistan’s News Media Ignoring Gen Z?
Gen Z is interested in the news. They are just not interested in the way it is presented to them by the country’s news media organisations, argues Zahra Salah Uddin.
The Paradox of Creative Limitations
Limitations often have the power to unleash untapped sources of creativity, writes Tamoor Mir.
Reality Check on Pakistan’s Digital Boom
Umair Saeed discusses the critical challenges that come with the shift to online media and how the industry can best address them.
The Length Between a Click and a Skip
Taimur Tajik comments on ads, both short and long, that make the cut.
A Socratic Dialogue for the Next 25 Years
Umair Kazi decodes the Gen Z philosophy.
Great Expectations
Noaman Asar discusses how Pakistani consumers have radically altered in their expectations and behaviour.
Chilling With Nescafé
Nescafé rolls out Pakistan's first AI-generated campaign to promote its chilled coffee range.
Transformation in Progress
The full impact of generative AI on advertising and brand communications is still too early to gauge, writes Khurram Mahboob.
Sitting Pretty
M. Hussain profiles Mina Salman, Founder, Bagallery.
Living, Not Just Loving the Brand
Gen Z will not respond to traditional advertising – you have to make them inhabit your brand, argues Sumaira Mirza.
Sab Ko Redmi Chahiye?
Xiaomi's launch of their Redmi 12C mobile phone and why ‘Sab Ko Redmi Chahiye’.
The ABC of Marketing Food to Gen Z
Shoaib Qureshy on what food brands and the hospitality sector need to do to make an impression on the pickiest and most difficult-to-please generation.
“A huge and consistent finding is the massive gender gap when it comes to internet access”
Jahanzaib Haque, author of Pakistan’s Internet Landscape 2022 and Chief Digital Strategist and Editor, Dawn.com, speaks to Mamun M. Adil about key takeaways from the report.
Chinese Cool
Shahzeb Hasan on how Chinese brands are breaking perceptions and capturing new markets.
Campaign Register (March-April 2023)
Ad campaigns released in January-February 2023
How did the internet blockage impact advertising effectiveness?
TikTok was an unsuspecting winner.
A Few of my Favourite Things
Sheharyar Ali on a few of his favourite recent ad campaigns.
Rap and Neon Will Just Not Do It
Brands need to get up to speed and understand how to communicate with their consumers, argues Sami Qahar.
Here Today, Gone Tomorrow?
Is Facebook a dying platform or is it here to stay?
“We are honoured to be a home for immensely diverse communities who transform themselves into stars”
In conversation with Faiza Zafar, Partnership Manager, Global Business Solutions, Pakistan – TikTok, on how TikTok has managed to become one of Pakistan’s top-used social media apps.
10 Pros in Top 5 Mode
Top 5ives of 2022.