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Rankings • WARC Creative 100, 2019

UN Women, the United Nations’ arm for women’s equality, campaigned to change a child marriage law in Pakistan by merging children’s school uniforms with bridal dresses.

Cadbury Dairy Milk: Spreading Joy

Case Study • Khadija Amin, Sara Morani, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Cadbury, the confectionery brand, used the idea of giving to increase sales around Eid in Pakistan.

The Good Old Qual Comes to Rescue Your Digital Spend: Qualitative fusion caters to communication development challenges of changing times

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018

Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.

Reem Ka Steam: Penetrating the branded rice industry of Pakistan

Case Study • Nida Aslam Khan, Jami Moiz, Qashif Effendi, WARC Prize for Asian Strategy, Entrant, 2018

Rice brand Reem Ka Steam used digital and social media to launch its products into the local consumer market in Pakistan.

Dragons of Asia: Coca Cola and Edhi take Grand Prix

News • 25 October 2018

A campaign by The Coca Cola Company and Edhi Foundation, working with Starcom, in Pakistan has won the Red Dragon award for the best campaign in Asia at the Dragons of Asia 2018 awards.

Edhi Foundation & Coca-Cola: Bottle of Change

Case Study • Dragons of Asia, Red Dragon, Best Campaign in Asia, 2018

The Coca-Cola Company, a manufacturer and retailer of nonalcoholic beverages, and Edhi Foundation, a non-profit social welfare programme in Pakistan, collaborated to collect donations during Ramadan – a period of celebration of Muslims – sparking brand love throughout Pakistan.

UN Women: #BeatMe

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

UN Women, a UN entity working for the empowerment of women, launched a campaign to curtail current Pakistani law that allowed men to 'lightly beat' women, by showcasing empowered women that could inspire others and cause a societal shift.

IPL, PSL run into problems

News • 13 March 2018

MUMBAI/DUBAI: The upward trajectory of T20 cricket in India and Pakistan appears to have stalled, as PSL franchises complain of losing money and reports suggest that Star India has yet to sell a significant proportion of its advertising inventory ...

UN Women: '#BeatMe' (Pakistan)

Rankings • WARC Creative 100, 2018

Contains the creative for the '#BeatMe' campaign for UN Women by the agency BBDO Pakistan in Pakistan.

View from Pakistan: A tale of pickles, puppet shows and Punjabi wrestling

Article • Julian Saunders, Market Leader, Quarter 1, 2018, pp. 56-56

Pakistan is a growing and culturally distinct market that is worth looking at beyond the coverage of the country in the news.

Tang: Touch of magic

Case Study • Fizzah Shahid, Khadija Amin, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2017

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Helping introverts open up: A simpler pathway to understanding this relatively silent but very powerful consumer segment

Research Paper • Arfa Syed and Tooba Kamil, ESOMAR, Global Qualitative, November 2017

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Wall's Pakistan: An ode to the guardian angel

Case Study • Mehak Jaini, Nainika Chauhan, WARC Prize for Asian Strategy, Entrant, 2017

Walls, the ice cream brand, grew sales in Pakistan during Eid with an emotional film published on social media.

Lay's Pakistan: Pass a Smile

Case Study • Aamna Rahim, Hira Mohibullah, Assam Khalid and Ali Rez, WARC Prize for Asian Strategy, Entrant, 2017

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

UN Women Pakistan: #BeatMe

Case Study • Aamna Rahim, Hira Mohibullah, Assam Khalid and Ali Rez, WARC Prize for Asian Strategy, Entrant, 2017

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Surf Excel: When embracing dirt became an act of faith

Case Study • Team MullenLowe Lintas Group, WARC Prize for Asian Strategy, Gold, 2017

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Foundation For Fundamental Rights: Not A Bug Splat

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Surf Excel: When embracing dirt became an act of faith

Case Study • Subramanyeswar S., WARC Awards, Bronze, Best Use of Brand Purpose, 2017

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Olper's: Nutrition In Every Sip

Case Study • Fahad Ahmed, Sidra Farooqi and Ayesha Z. Randhawa, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how premium packaged milk brand Olper's converted loose milk users in Pakistan by building a multichannel educational health movement across the country.

Novella: Melting Hearts campaign

Case Study • Fawaz Ahmed, Junaid Nadeem and Ayza Bawany, WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how Novella, a chocolate brand, used an emotional strategy to stand above its main competitor Dairy Milk in Pakistan.

Dalda CupShup

Case Study • Anam Tariq, WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how CupShup, a tea creamer brand, was successfully launched in the Pakistani market by tapping into consumer habits.

Horlicks NutriQuest

Case Study • Alina Najam Khan, Amna Khatib, Ali Haider and Sara Durrani, WARC Prize for Asian Strategy, Entrant, 2016

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Knorr: Daal challenge cooking helpline

Case Study • WARC Prize for Asian Strategy, Entrant, 2016

This case study describes how Knorr, a Unilever food brand, used a 360-degree promotion campaign to set its Knorr cubes as a meat substitute in the minds of Pakistani consumers.

Coca-Cola & KASHF Foundation: Women Entrepreneurship Program

Case Study • SABRE Awards, Gold, Asia-Pacific, Corporate social responsibility, and Gold, South Asia, Pakistan, 2016

Coca-Cola, a soft drinks brand, improved the lives of women in Pakistan by partnering with microfinance institution Kashf Foundation.

Kinetic sees OOH change in Pakistan

News • 26 September 2016

KARACHI: Digital innovation and better measurement will help push out-of-home (OOH) advertising to the heart of media planning in Pakistan, a leading industry figure has said.

Gen Z: Redefining authority

Article • Susie Hogarth, Bronwen Morgan, Michelle Fan, Anna Wilmot, Matthew Taylor and Tarek Chaudhury, Admap Magazine, December 2018

Summarises the key findings from strategic insight consultancy Flamingo's new report, which looks at Generation Z and their expanding notions of authority.
Savlon: Healthy Hands Chalk Sticks

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2018

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.
Major advertising trends: Insights from Sir Martin Sorrell

Article • Stephen Whiteside, Event Reports, Techonomy NYC 2018, May 2018

Sir Martin Sorrell, the ex-CEO of holding company WPP Group, believes several fundamental trends are transforming the advertising industry.
2018 social media trends: Instagram, influencers and Facebook

Article • Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018

With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
Asian Strategy Report 2017-18: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2017

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.
SK-II: The Marriage Market Takeover

Case Study • My Troedsson, The WARC Prize for Asian Strategy, Grand Prix and Research Excellence Special Award, 2017

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.