Uncool, But Oh So Valuable
Urooj Hussain on the dangers of ignoring Gen X and Millennials in the media mix.
Urooj Hussain
Owning the Right Moment, Not the Data
FMGCs need to refine their consumer touch-point strategies
rather than rely on first-party data, argues Urooj Hussain.
Why the Reports of TV’s Death Have Been Greatly Exaggerated
Marketers should not make the mistake of assuming that TV is dying. The facts speak otherwise, comments Urooj Hussain.
Get Ready for Gen Alpha
Drawing upon the contrasts between the Millennials and Gen Z, Urooj Hussain looks ahead to what brands can expect from Gen Alpha.
Grabbing a piece of the Netflix pie
Can Pakistan’s content creators do it?
The rise of the hybrid planner
Why media planners need to gain an in-depth understanding of how both mainstream and digital media work.
The trap of vanity metrics
Beware of metrics that fuel the 'feel good' factor at the cost of solid ROI.
Great expectations
Social media has changed what consumers expect from brands. What brands must do to adapt to this altered demand.
Destination Pakistan
How social media is impacting internal tourism in Pakistan.