Letter from Karachi: Reflections on an age of faith
Julian SaundersThe Joined Up Company
When it comes to engagement, brands could learn a lot from the principal tenets of Islam.
I have made three happy visits to Karachi, enjoyed warm hospitality, made good friends and most recently have been a judge of the Pakistan Advertising Society (PAS) awards. This has led me to believe that you need to step outside of highly secularised western Europe to understand better the values of societies in which so many brands operate.
My first reflection is that industrialisation, the growth of mega cities...