PAS Organizes Another Successful Effies Awards Night

Pakistan Advertiser’s Society held another memorable Effies award night to celebrate the local marketing/advertising industry. It’s wonderful to not have to wait for New Year’s to have something to cheer about especially in stressful times as these are, and it’s even a better experience to be able to compete and beat your rivals or alternately applaud the men and women who are the lifeblood of Pakistani marketing.

Advertising is really a far cry from the glitz and glamour that it is portrayed or believed to be and as a fraternity having an opportunity to kick back and unwind, relax and have fun is really welcome, though I did see a few people actually working at the event. Most of the attendees were soaking in the atmosphere and enjoying the chance to meet friends, try out the brand experiences on offer in the form of hors d’oeuvres or refreshing drinks or even the quintessential favorite and testament to our colonial legacy, tea which at one point was tactfully served at the seats.

The event kicked off with speeches and Farheen Salman, Chairperson PAS in her keynote stressed on the importance of marketing as an industry and fraternity. She also extended praise to Qamar Abbas Executive Director and Afsheen Rizavi, General Manager of PAS for their tireless efforts to build a strong and credible marketing ecosystem in Pakistan over the past many years

The Agency Network of the year this year was grabbed deservedly by Adcom while Jazz won marketer of the year and speaking of legacy and changing of the guard, the official theme of the year could have been Think Small as the smaller agencies and creative hotshops that have emerged over the last 10 years were winners en masse- Team Reactivate, Alt Story, Fishbowl. The coveted prize of most effective independent agency went to Alt Story who reveled in the opportunity to not only write powerful stories and chapters for brave brands but also to cement their place in advertising history. Even when talking about brands the winner was a small budget campaign, KE not any of the MNCs or OGs as you might refer to them, won the Grand Prix the most desired award for their campaign which proved Farq waqai parta hai.

Could it be possible to have a marketing event and no mention of AI? Chat GPT says the probability is low. But jokes aside, fortunately AI was not mentioned by the able presenters but instead it was refreshing to see campaigns winning recognition for using AI to create a more personalized and contextual message.

This edition of the awards ceremony came with more changes in the setup and layout of the hall/venue. The stage was literally centre stage and along both walls of the hall huge SMDs were hung to enable the attendees to keep up with the proceedings on stage and which awards were being given out. The new setup allowed more opportunity to mingle and to mix things up the presenters ably led by the gracious and charming Dino even changed direction at times to increase the chance to interact with sections of the audience.

We have been told or frightened at times about how we live in VUCA times not to be confused with the much more pleasant Waka Waka times, brought to us by Shakira. But amid the uncertainty and doubt, fear, trepidation, we are also very familiar with the adage that the more things change, the more they stay the same. The Effies paid testament to that as they honored with a lifetime achievement award one of the giants of the advertising arena, Sarfaraz Ahmed Rehman, who is well known and loved and respected. Having the honor to know him personally in a small way, it was the cake not the icing to be present as he walked up to the stage as the fraternity applauded and looked on with awe and respect. Looking at him, and his now frail form it’s easy to see how he has given blood, sweat and tears to marketing and brands. But the weakness of his physical appearance was more than overcome by the power and strength in his words and thoughts.

On a night when people were drinking in the chance to be celebrated and enjoy the validation, he expressed gratitude for the opportunity and the people he had worked with and groomed, even mentioning a few by name. It’s no doubt that he has paved the way for many in the industry, you could even say Sarfaraz sahib walked so that others can run.

The mood altered as the gathering observed moments of silence for two advertising professionals, Ibrahim Baloch and Shahid Bin Aziz, who had passed away were remembered by friends, current and former colleagues and industry fellows with fondness and grief.

The mood changed again from somber to festive with the awards ceremony over and the voice of the star performer Maanu the youth sensation and perhaps heart throb of the nation, took over and the crowd bobbed and sang along as he entertained the crowd, especially the Gen Z, with his performance, I’m sure the message shared by Sarfaraz sahib was still sinking in. Awards are awesome but in the end its about people, teamwork and creating and building something long lasting and beautiful. Just like brands, relationships and celebrations like the Effies.