Who We Are

PAS represents common interests of advertisers of Pakistan, bringing together marketing, advertising and media professionals to enhance the quality of thought and industry practices by advocacy, championing responsible communication, cutting edge research, acknowledging good marketing and advertising practices. PAS also provides training and enrichment programs across these platforms.

What we do

ADVOCACY

We seek to lead the change of the marketing and advertising landscape for the better, representing members’ interests with other stakeholders like the media, agencies, trade regulatory bodies and the government. We set and champion standards consulting with members to establish their views and business needs. We also generate foresights ensuring that our members are equipped to make decisions in a fully informed manner.

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PLAY A SELF-REGULATORY ROLE

The heart of our working is the self-regulation system promoting responsible and ethical marketing and advertising practices amongst our members through a well defined Code of Advertising Practice that is acknowledged and respected by agencies, media and other marketing suppliers.

DISPUTE RESOLUTION & ARBITRATION

Under the Code of Advertising Practice, the Society provides a service of arbitration in cases of complaints that the member company may want to raise against any other member company. PAS arbitration provides first line of defense and has resolved issues without going to the court. This self-regulation mechanism is faster and cost effective. It is central to the self-regulatory role of the Society.

MARKETING EXCELLENCE

The professional advancement program of PAS constitutes of specialized interactive training workshops, sessions, seminars, conferences and research briefings that are highly focused in content and exclusively designed to train the executives in the field of brand marketing, communication and media management.
PAS also tailors in-house workshops for its member companies that would fit their unique needs, including company-specific case studies and new training programs on any topic they choose. Here, companies have the advantage to control the content and environment ensuring confidentiality on proprietary information at the same time. These are highly cost effective as resources of PAS and member companies are pooled.

RESEARCH

Research is a key to effective and efficient marketing and advertising. PAS piloted research projects cover media and consumer insights, media measurement, rating systems and other qualitative and quantitative analysis that help professionals in designing successful campaigns. Some of the leading projects that PAS pioneered are TV Ratings, OOH Audience Measurement, LSM and Insight. Members are offered significant discounts on subscriptions over non-member companies.

CREATE KNOWLEDGE ENRICHMENT HUBS

PAS strives to act as a knowledge hub for its members. It is a source of reference material on various subjects of marketing and advertising. With our white papers, best practice toolkits, and various other publications from affiliate international industry bodies, we bring to our members global trends and practices to benchmark our credentials and performances to achieve accomplishments at an international level. These are accessible to members only through the website.

MEMBERS FORUM

We provide opportunities by bringing together senior marketers and advertising and media professionals from our member companies
to interact, discuss trends and ideas, confer industry issues, share experiences and best practices, benchmark performances and most importantly to stand unified to provide everyone a great platform for information gathering and relaying system. It is also a valuable source of constant input for the workings and direction of the Society that stands resolute to serve the marketing and advertising industry.

PAS HELP DESK

Committed to answer all the needs of its member advertisers, PAS offers a valuable service of a ‘help desk’ that takes on queries and advises on self-regulatory practices, legislative policy developments, media affairs, client-agency relations, in-house trainings, consultancy services and other matters pertaining to marketing and advertising.

MEMBERS FORUM

We provide opportunities by bringing together senior marketers and advertising and media professionals from our member companies
to interact, discuss trends and ideas, confer industry issues, share experiences and best practices, benchmark performances and most importantly to stand unified that works as a great platform for information gathering and relaying system.
It is also a valuable source of constant input for the workings and direction of the Society that stands resolute to serve the marketing and advertising industry.

PAS HELP DESK

Committed to answer all the needs of its member advertisers, PAS offers a valuable service of a ‘help desk’ that takes on queries and advises on self-regulatory practices, legislative policy developments, media affairs, client-agency relations, in-house trainings and consultancy services and other matters pertaining to marketing and advertising.

The Executive Council

Working Groups

CoAP Standing Committee

The PAS Code of Advertising Practice (CoAP) is implemented by CoAP Standing Committee (CSC), which comprises of veteran marketing and advertising professionals from the member companies. It is the responsibility of CSC to encourage ethical and responsible practices in the field of advertising. It is also the function of CSC is to recognize new areas over which the code could operate in the light of the developing needs of the marketers and the environment.

Government Relations Group

The Govt. Relations Action Group functions to protect the legislative and regulatory rights of the advertisers to communicate freely and effectively. It is our members’ collective voice before the federal, provincial and local government and regulatory authorites to address issues that are highly critical to marketers. It also plays an important role in national media policy-making process.

PAS-PBA Working Committee

The PAS-PBA joint committee has been constituted to address areas of mutual interests and concerns that each stakeholder may have. The prime objective of the joint committee is to establish best practices within the industry. Both the sides are represented by the office bearers of their respective bodies.

Media Forum

The Media Forum is an initiative to drive industry through thought leadership, share best practices and expertise, encourage research and discuss issues pertinent to effective media practices that will help in better decision making and lead towards a more transparent and efficient media management function. To establish it as a platform to discuss and exchange ideas, share knowledge and to keep in view the new and developing regulatory policies regarding marketing and advertising communication at par.

Protocol Dispute Resolution

PAS provides a healthy platform to seamlessly resolve industry-specific disputes among brands. We implement ad hoc solutions derived from the currently best-suited market policies and practices in all fairness to all parties involved, in-keeping with the advisory of corporate sector’s most prestigious senior professionals.

Landmark Decisions

PAS enables its’ members to take the leap into projects and ventures or organizational advancements they wish to not risk with the probable trial & error. We equip them to come to an informed, well thought-after decision with all the possible outcomes calculated in all its transparency, by utilizing the insightful analysis of our network of industry experts.

Our Team

Qamar Abbas
Qamar Abbas
EXECUTIVE DIRECTOR
qamar.abbas@pas.org.pk
Afsheen Rizavi
Afsheen Rizavi
MANAGER RESEARCH & SPECIAL PROJECTS
afsheen@pas.org.pk
Faseeh Abdullah
Faseeh Abdullah
PROJECT EXECUTIVE
faseeh@pas.org.pk
Farhan Zaidi
Farhan Zaidi
ASSOCIATE MANAGER MARKETING
farhan.zaidi@pas.org.pk

Member Companies

Pakistan Advertisers Society