Is it a wake-up call for the Pakistani agencies?
In view of the cross-border client-agency relationship and recent announcement regarding Lowe Lintas India now handling Engro Tarang brand and Mayfair Sweets, few voices from the agencies speak-up:
“World is a global place with boundary free markets for goods and services. This sounds different, however not. Pakistan has always been a market of international brands and services, talking advertising specifically, most of the multinational brands have been utilizing regional communications in local markets, not only that but local agencies have been utilizing international talent & teams for local brands. In my 15 years career with 5 different agencies, I have personally worked with Indian, Spanish, American, Singaporean, Malaysian, Australian and Canadian talents including script writers, song writers, singers, producers, directors, lyricists, food stylists, cameramen, photographers etc.
If an international agency working for a local client works for both and the synergies help them achieve desired objectives, it’s absolutely great! However Pakistan is not short of talent and we should not be conscious or afraid of such moves”.
Kamran Khan, Group Account Director, JWT Karachi
“I think this can become an opportunity for the advertisers here in Pakistan as creative work might then be accepted and appreciated by both Clients and Consumers. Like a breath of fresh air. However, it can also be a wakeup call and will trigger the creative to actually think outside the box.”
Uzma Akhtar, Account Manager, Spectrum Y&R
Let us know what impact if would have on the advertising industry in general. Send us your opinion now.