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April 12, 2019

Intricacies of advertising and marketing discussed


April 12, 2019

An in-depth seminar on the pursuits of advertising and marketing was held at a local hotel on Thursday afternoon.

Ali Rez of the BBDO-Pakistan most eruditely read a paper on advertising and disclosed that Pakistan had won over 300 awards at global moots on advertising and marketing. Pakistan, he said, was rated among the top 40 countries in the endeavour.

Interestingly, the conference had been titled, “Cannes Lion Roars”, alluding to the French city of Cannes that’s home to an international annual film festival and competition.

Talking about seeking success in the endeavour, Rez said that we had two questions to ask ourselves, why and how. He said that as for why, the answer would be: because it makes us better, and as for how we had to bring our management expertise into play.

He also narrated the case of Hollywood hero Robert Redford. He narrated how Redford had to hitchhike his way to Cannes without a penny and not even money to stay the night at a lodging.

He said that in order to achieve success, you have to find a point of tension and endeavour to resolve it. His lecture was accompanied by visuals, including visuals of child brides in Pakistan. His talk was followed by Atiya Zaidi’s. Atiya is from JWT-Grey, Islamabad.

Outlining the means to success, she said, “You have to be intelligent enough to know that you’re stupid.” She was advocating a realistic approach to the pursuit. She equated ignorance with confidence. She cited the ingredients of advertising as impact, communicate, and persuade .These, she said, were the three main steps to successful advertising.

“Talent is equated with skill. However, one is not borne with it. You have to acquire it,” she said. She further said, “It’s not the size of the budget that counts. It is ideas.” She was followed by Shannon Crowe of M&C Satchi, Australia.

In the end, the results of the prize for the Young Marketeers Award were announced. The Young Marketeers conference prize had five contenders. The winners of the prize were Brand Geek, comprising Lynette Rodrigues and Wajiah Arshad, both from Habib Bank, Ltd. The moot was sponsored by the Jang Media Group with SZABIST among co-sponsors by other organisations.

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