Waqar Riaz

In general, when talking about the significant increase in structured and unstructured human data and the technologies capturing it, we can take two angles; we can debate over why marketing should use it OR we can try to understand how marketing should use it to deliver sustainable value for brands and agencies.
"Our customers want to know who is Apple and what is it that we stand for – where do we fit in this world.
Imagine someone persuaded Ferdinand Magellan and his crew to abandon the Great Big Victoria in exchange for 271 canoes to help them successfully cross the Pacific.
Nikolai Kondratiev made a wonderful contribution to economic history with his long wave theory. He argued that the capitalist development was made of long waves.
How relationships turn successful or end up as a failure? What makes them stronger or weaker? What keeps them together or tear them apart? Recently, I am finding myself very involved in answering the above three questions.
'The Wall', probably the best of Pink Floyd's conceptual work to-date and arguably one of the most successful communication strategies ever to communicate brand truth (conceived by the de facto Pink Floyd leader Roger Waters) – both commercially and creatively.
“For I see that then I was still all in a state of innocence, but that innocence, once lost, is lost forever.”   Susan Hill, The Woman in Black Last week, I went to see a play at the theatre.
I like reading children’s books. They are full of life, colour and imagination.
Recently, I was watching a TV mini-series The Thorn Birds. It was first aired in 1983 on ABC and became the 2nd highest rated TV mini-series in the US in less than 3 days.
People like talking to other people and sometimes their talks also involve brands. However, people don’t talk about brands in a too-good-to-be-missed-life-changing advertising style, but in an open and honest way.
Without a doubt, the value of a channel is directly linked with the value of its content. The traditional model of broadcasting is based on single source content production.
What follows are excerpts from the essay I wrote on defining the Future of Brands as part of the IPA Excellence Diploma.
These eight points are definitely not a final word on achieving social success. But hopefully they will give us some leads on how best to plan one of the biggest buzz words of digital times - 'Social Media' - for brands.
What is a brand and why have one? In The Oxford Dictionary, a product is mathematically defined ‘ as a quantity obtained by multiplying quantities together, or from an analogous algebraic operation’.
Through the Greatest Age Network Modelling: Planner agencies (This is first of the series of articles introducing and modelling planner agencies and network brands.
It's 8:37 a.m. the man turns on his machine - today he has a lot to finish; call an end to a social media strategy for that brand, dig some insights on how his brand's audience is behaving in those social environments.
‘Take a look at the collaborative video we started, and then film what happens next. We'll rotate a selection of the clips we receive on this page, and add the best ones to the video.
Less than a month ago Nike launched its classic world cup epic 'Write the Future'. From the moment of its launch I had a feeling that this work will soon be changing the future for Nike itself.
If there’s one thing Google has accepted after giving China to Baidu, then that would be 'paying more attention to creating bonding with its users, whilst offering them a playful ‘Value’ driven experience'.
It’s not Yahoo, Facebook, Twitter or Microsoft which worries the world’s no.1 brand “Google” but a strong local Chinese brand ‘Baidu’.
I feel like thinking planning, which agencies usually find pretty interesting for selling their creative stuff.
Of course, the ‘prosumer’ challenge faced by brands today demands a change of thinking from client’s as well as from the agency’s side.
Apparently, most o f the times the answer seems to be the latter, and it all makes sense for the agencies.
In recent posts I have discussed, how successful planning was for other industries (i.e. Pyramid of Djoser, Google ) and how it helped them in gaining a competitive advantage.
Peter Fisk, in his book Marketing Genius wrote, ‘the blurring of boundaries, of virtual and real worlds, and fusion of previously unrelated industries, is a daunting challenge but also a fantastic opportunity’.