As originally published in Synergyzer Annual 2018
The Pakistan advertising industry has evolved tremendously over the last few decades, from being splashed over the front pages of dailies to digital media, we have come a long way. From when we only knew how to sell talcum powders and lattha; we have learned the tricks of the trade to creating campaigns for telecoms and branding lawns.
Yet, we are forced to question; have we lost the credibility of our creativity? What is more important today: A campaign that hits the sales targets or a campaign that wins you international awards? The right answer will be… BOTH. Unfortunately, the examples seem to be few and far between and the standards are questionable, to say the least.
Musharaf Raza Shah, ECD and Creative Consultant, decided to find out opinions of creative drivers to the ultimate question.
WHO SHOULD BE HELD RESPONSIBLE FOR FLAWS THAT WE SEE IN OUR ADVERTISING TODAY?