Letter from Karachi: Reflections on an age of faith

Julian Saunders

This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies.

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...

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