Shaping Scientific Pakistani Advertising for Global Economy

1. Shaping Scientific
PakistaniAdvertising for Global Economy
380+ New Jobs
in 2014
Excellent Media
Ecosystem
$5.5 Million
Ad Services Exports

2. Contents
 Preface
 Advertising Industry of Pakistan
 Problems and Challenges
 Pakistan Exportable Advertising
Services
 Pakistan Advertising Foundation
 Roadmap and Milestones
 Media Ecosystem Targets
 Programs I to XII
 Economic Benefits of Programs
 Start-up Grant Required
 Discussion Questions
 Stakeholders’ Response

3. Preface
First advertising agency was established
in Karachi in 1953. Today there are more
than 300 advertising agencies
throughout the country. Pakistan
Advertising Association was formed for
sustainable progress of advertising
industry with special focus on human
resources development.
Ad agencies are still perceived as
commission agents of print and
electronic media. They are not
recognized yet as change catalyst.
Advertising employees do not enjoy
social security and old age benefits. This
insecurity has damaged creativity and
quality of work. No Pakistani has
achieved yet Ogilvy Award.
For increasing advertising services
exports, there is need of Pakistan
Advertising Federation. Hopefully policy
makers and working adpersons would get
up and stand for their rights.
Advertising Industry
More than 250 advertising
agencies working in Pakistan
employ over 2000 advertising
workers. More than 200 MBAs
are serving the industry. Ad
agencies usually get commission
from newspapers, TV and Radio
channels.
Latest information about ad
agencies and suspended agencies
can be had from websites of
APNS and PBA.

4. Income Disparity
There is huge wealth and
income difference between
media workers (journalists) and
advertising workers. No
advertising worker gets grants
for marriage and house
building. Ninety percent
adpersons are registered with
EOBI. This insecurity adversely
affects communication,
creativity and quality.
Ad Services Exports
Advertising services exports of
Pakistan were meager in 2011
and 2012.
Exact information can be had
from website of TDAP.
www.tdap.gov.pk

5. Neglected Regions
There are few leading
advertising agencies of Pakistan
having branch offices in FATA,
Gilgit-Baltistan, Azad Kashmir
and Baluchistan. Media buying
houses and ad agencies like
Adcom, Lowe & Rauf,
Manhattan Leo Burnett and
Synergy must have branch
offices in FATA, Gilgit-Baltistan
and Azad Kashmir to measure
outreach campaigns of National
AIDS Control Program and Polio
Eradication Program.
Missed Opportunities
Advertising agencies could not
develop marketing campaigns
for 220 registered political
parties in general elections
2013. They missed advertising
business of Rs.6 to 8 billion
(US$ 50 Million).

6. Intl Opportunities
China, Hong Kong, UAE and
America enjoy well developed
advertising industries. They require
ad professionals with right mix of
skills. Digital advertising and native
advertising are growing worldwide.
USA requires about 200,000 ad
professionals knowing statistical
research techniques.
Pakistani adpersons have good
knowledge of English and Arabic
besides technical communication
skills. Foreign affiliated ad agencies
like Orient Dentsu and Spectrum
DYR do not prepare adpersons for
international markets.
Advertising Volume

7. Promotional Volume
2012 2014
Federal Government Rs.2 B Rs.2.2 B
Government of Punjab Rs.1 B Rs.1 B
Government of Sindh Rs.1 B Rs.1 B
Government of Baluchistan Rs.0.2 B Rs.0.2 B
Government of Khyber Pakhtunkhwa Rs.0.4 B Rs.0.5 B
Government of Azad Kashmir Rs.0.2 B Rs.0.2 B
Telecom Companies Rs.5 B Rs.5.4 B
Banks Rs.3 B Rs.3 B
Real Estate Companies Rs.2 B Rs.2.2 B
Education Sector Rs.4 B Rs.4 B
FMCGs Rs.10 B Rs.10.5 B
SMEs Sector Rs.0.5 B Rs.0.5 B
Non Government Organizations Rs.0.3 B Rs.0.4 B
One UN Programme Rs.0.2 B Rs.0.3 B
Rs.29.8 Billion Rs.31.4 Billion

8. Exportable Ad Services
 Online Copywriting
 Copywriting
 Creative Writing
 Technical Writing
 Article & Blog Writing
 Word Processing
 Data Entry & Research
 Proofreading
 Photography
 Translation (Eng-Arab /
Eng-Urdu)
 Editing
 Microsite Development
 Graphic Designing
 Product & Package
Designing
 Publishing
 Industrial Research
 Fashion Designing
 AV Production
 Vinography
 Modeling
 Printing
 Social Media Marketing
 Online Telemarketing
 Business Research

9. Pak Advertising Foundation
It will be established as a not-for-
profit organization under the
Companies Ordinance 1984 and will
plan for promotion of advertising
industry and protection of
advertising workers in Pakistan and
neglected regions. It will develop
effective mechanism for shaping
advertising matching with global
economy.
Patron-in-Chief:
Chairman: Appointed by election
Members: 3 Advertising Agencies, 3
Advertising Professionals
Meetings: Monthly or as desired by
the Chairman
PAF Advisory Board
Shaikh Imran Irshad Pirana
Syed Masood Hashmi Orientedge
Sardar Hasan Studio4
Tahir Mehmood Vini Vici
Syed Shahzad Ali Vibrant
Naeem Ahmad Thoughts
[Formation of Advisory Board is an
activity of PAF. Above advertising
practitioners will be requested as
honorary board members.]

10. Roadmap
 Planning for Pakistan Advertising Foundation
 Looking for Patron-in-Chief
 Registration of PAF with SECP and PCP
 Hiring of office in Peshawar or Islaabad
 Selection of members and office staff
 Registration of advertising workers
 Funds mobilization
 Facilities and grants to advertising workers
 Standard development for ad agencies
 20-25% commission for ad agencies
 Certification of ad workers for overseas jobs and
training
 Publication of reports for stakeholders
 Self owned building in Peshawar or Islamabad
(Inaugurated by President of Pakistan or Donor
representative)
 Elections for chairman and members
 Regional Offices
Milestones or Targets
 Database of Advertising Workers
 New Ad Agencies in Neglected Areas
(FATA, AJ&K, Gilgit-Baltistan and
Baluchistan)
 Restoration of Suspended Ad
Agencies and Radio Channels
 Individual Grants to Advertising
Workers
(House building – marriage –
accident)
 Training Courses
 Employment Opportunities
(Male and Female)
 Overseas Employment of Advertising
Workers
 Advertising Services Exports 2014
 Foreign Remittances by Advertising
Workers 2014

11. Media Ecosystem Targets
FATA AJ&K
 Ad Agencies 3 3
 PR Agencies 2 2
 Newspapers (Pashto, Kashmiri) 3 3
 Monthly Magazines 2 2
 Urdu Newspapers 1 1
 English Newspapers 1 1
 Radio Channels (Pashto, Kashmiri) 4 3
 Urdu Radio Channels 2 2
 English Radio Channels 1 1
 Satellite TV Channels 1 1
 Research Firms 2 2
 Outdoor Ad Agencies 3 3
 Social Mobilization Firms 5 5
 Countryside-Message Circulation Firms 2 2
 SMS Advertising Firms 2 2
Population
4410000
(2013)
Population
4567982
(2008)

12. Baluchistan Gilgit-Baltistan
 Ad Agencies 5 3
 PR Agencies 3 2
 Newspapers (Balochi, Pashto, Shina, Chitrali) 3 3
 Monthly Magazines 4 2
 Urdu Newspapers 1 1
 English Newspapers 1 1
 Radio Channels (Balochi, Pashto, Shina, Chitrali) 5 3
 Urdu Radio Channels 3 2
 English Radio Channels 2 1
 Satellite TV Channels 1 1
 Research Firms 6 4
 Outdoor Ad Agencies 5 3
 Social Mobilization Firms 5 5
 Countryside-Message Circulation Firms 4 2
 SMS Advertising Firms 2 2
Population
7914000
(2011)
Population
1800000
(2008)
Media Ecosystem Targets

13. Training of Adpersons
Pakistan Advertising Foundation will
arrange courses in collaboration
with the following organizations:
 National Productivity
Organization (SPO)
 Skills Development Council
(SDC)
 Pakistan Institute of Modern
Studies (PIMS)
 SZABIST
 The Institute for Career and
Personal Development (ICPD)
 Pakistan Advertisers’ Society
(PAS)
 Hunerkada
 Ilm Ideas Project
Program I
Intl Jobs for Adpersons
Pakistan Advertising Foundation will
contact with the following
organizations:
 Overseas Employment
Corporation (OEC)
 Overseas Pakistanis
Foundation (OPF)
 Federation of Pakistan
Chambers of Commerce &
Industry (FPCCI)
 Pakistan Overseas
Employment Promoters
Association (POEPA)
 Foreign Missions in Pakistan
 Pakistan Missions Abroad
Program II

14. Financial Benefits for Adpersons
 Life Insurance: It can be provided by
telecom or insurance companies of
Pakistan.
 Pension: It can be provided by EOBI,
Government of Pakistan.
 Marriage Grant: It can be provided by
EOBI or Workers Welfare Fund.
 5-Marla Plots: These can be provided
by Government of Pakistan and Chief
Ministers’ Secretariats.
 House Building Grant: It can be
provided by Press Council of Pakistan
or HBFC.

15. Pakistani Adv Women
There is no platform for women
in advertising industry. Pakistan
Advertising Foundation will help
forming pool of advertising
women for global economy.
Program III
Media in Neglected Areas
Financial incentives will be
given to current and potential
entrepreneurs and companies
to establish offices in AJ&K,
FATA, Frontier Regions, Gilgit-
Baltistan and Baluchistan.
PAF will contact Press
Information Department
besides launching mass media
communication campaign.
Program IV

16. Restoration of Suspended Ad Agencies
Finance will be provided to
suspended ad agencies, radio
and TV channels. Beneficiaries
will be asked to return the
finance in quarterly installments
by submitting undertaking on
judicial papers. Undertaking/ Oath
I/We __________will only use finance
to restore ______ and endeavor to return
the finance in quarterly installments to
PakistanAdvertising Foundation.
Membership No.
Date:
Signature & Stamp

17. A Model Ad Agency
Research
Dept
Studio
&
Production
Intl
Business
Dept
Country
Business
Dept
Regional
Business
Dept
TQM
Dept
Admin
Dept
CEO
8+
Persons
20+
Persons
8+
Persons
15+
Persons
30+
Persons
5
Persons
6
Persons
[Advertising agencies will be asked to re-organize their departments.]
2
Advisors

18. Publication
Advertising Services Exports
new world everyday
Pakistan Advertising Foundation
Contents
• Executive Summary
• Punjab
• Sindh
• Balochistan
• Khyber Pakhtunkhwa
• Azad Kashmir
• FATA
• FR Regions
• Gilgit-Baltistan
Atlas 2014

19. Healthcare Program
Pakistan Advertising Foundation will
endeavor for better mental and
physical health of advertising
persons in collaboration with the
following organizations:
 Pakistan Medical Council
 Pakistan Dental Association
 United Nations Office for
Drugs & Crime (UNODC)
 International Labor
Organization (ILO)
ProgramV

20. Funds Mobilization Strategies
 Press Council of Pakistan, Government of Pakistan
 Provincial Governments
 SMEDA
 Donor agencies
 International advertising associations
 Quarterly Advertising Magazine
 Fund raising events
(TV Talk Show, Concert, Walk A Cause, Expo)
 Appointment of honorary ambassador
(Sharmeen Obaid Chinoy or Faryal Gohar)
 Ad workers’ registration
(Rs.100 once)
 Certificate to ad workers for overseas training
(Rs.1000 each)
 Ad agencies contribution
(Rs.5000 annually)
ProgramVI
President ICCI & KPCCI
President ICCI or President KP
Chamber of Commerce &
Industry is requested to ask their
members to spend 15% to 20%
annual budget on marketing and
advertising.

21. Integrated Support Mobilization
Pakistan
Business
Associations
Institutions of
Government
of Pakistan
International
Donor
Agencies
One United
Nations
Programme

22. Donor Agencies
Donors have been taking active
part in socio-economic
development of Pakistan. Fifteen
to twenty percent mass
communication annual
expenditure by beneficiaries
must be made mandatory.
JETRO, USAID, AKDN, NorAID,
JICA, DAI and DFID are
requested to endorse proposed
programs and approve start-up
grant for establishing Pakistan
Advertising Foundation in 2013
or 2014.
One UN Programme
United Nations have been taking
active part in socio-economic
development of Pakistan
through OP I and OP II. Besides
15% to 20% spending on mass
communication annually, ILO,
UNDP, UNIDO, UNOPS, UNCTAD,
UNODC and UN Women are
requested to approve start-up
grant for establishing Pakistan
Advertising Foundation in 2013.

23. Top 5 Pakistani Ad Agencies
Advertising agencies are well
aware of their corporate social
responsibility. Adcom, IAL Saatchi
& Saatchi, Interflow
Communications, JWT Pakistan
and Lowe & Rauf are requested to
help establishing Pakistan
Advertising Foundation in 2013.
Outdoor Media Development
Outdoor media has got tremendous
significance but there are no
uniform advertising rates of
outdoor media throughout the
country. Pakistan Advertising
Foundation will develop tariff rate
in collaboration with outdoor media
owners and marketers.

24. CMC Agencies
Grassroots level communication
is the real test of marketing and
advertising. Literacy level,
particularly female, is very low in
far flung rural areas of country.
Female literacy level is 1.8% in
Frontier Region Tank. Pakistan
Advertising Foundation will
encourage entrepreneurs to
establish countryside-message-
circulation agencies for effective
communication.
Ad Services Exports
Intl
Demand
Supply
oDesk
Pak
Advertising
Agencies
Advertising agencies of Pakistan
should contact oDesk Corporation
to export their services. They
must hire services of Total Quality
Management (TQM) consultants,
experts and professionals.

25. Digital Adv Development
SMS Advertising and Mass Email
Advertising have got
tremendous significance but
there are no uniform advertising
rates of digital advertising firms
throughout the country.
Pakistan Advertising Foundation
will develop tariff rate in
collaboration with digital
marketing companies’ owners
and marketers.
Benefits to Ad Agencies
 Expansion of advertising industry
in neglected areas
 More job opportunities for youth
of country
 Affiliation with international ad
agencies will be easier
 ISO-9000 certification

26. Jobs Creation
Male &
Female

27. Economic Benefits of PAF
Pakistan Advertising Federation would
ameliorate the lives of about 2000
adpersons besides creating better
standard of living. Revolving Finance
Fund will be managed by an expert
member to generate income for
adpersons.
Revival of suspended ad agencies and
radio channels would create new jobs.
No one would be able to exploit ad
professionals. Export of skilled
advertising professionals to U.S. and
Middle East will increase income of ad
professionals.
One can state that Pakistan Advertising
Foundation would help increasing
0.05% GDP of Pakistan annually in
shape of advertising services exports and
foreign remittances.

28. Income Forecast
US$
Million

29. Media Ecosystem
AJ&K FATA
Gilgit-
Baltistan
Baluchistan
[2014]

30. Progress Chart
Intervention Accord (Planning) Action (Implementation) Assessment (Evaluation)
Program I Goals agreement with stakeholders Finalizing skills training module with
institutions
No. of adpersons trained in 2013
Foreign Study Visits
Program II Goals agreement with stakeholders Management By Objectives by POEPA, OEC
and POF
Overseas jobs in 2013
Program III Goals agreement with ad agencies Social security of adpersons EOBI registration
Program IV Goals agreement with ad agencies and
UN Women
Advertising Women Directory Female share in advertising services exports
of Pakistan
Program V Goals agreement with ad agencies and
SMEDA
Restoration of entities and Kaizen approach in
ad agencies
Restored media entities in 2013
Program VI Goals agreement with Government,
SMEDA and UNIDO
Grants for ad agencies from government &
One UN Program
No. of media entities in FATA, AJK and G-
B
Program VII Goals well defined Publication of Pakistan Advertising Atlas No. of copies distributed
Program VIII Goals agreement with ad agencies MBO & Kaizen adoption by ad agencies
Program IX Targets well defined Formation of Pakistan Advertising Foundation Grants received in 2013
Program X Goals agreement with UNIDO and
SMEDA
Formation of Outdoor Media Association New outdoor publicity firms in 2013
Program XI Goals agreement with business
organizations
MBO by Chambers of Commerce & Industry New CMC firms registered with SECP in
2013
Program XII Goals agreement with ad agencies and
TDAP
MBO & Kaizen by ad agencies & TDAP Exports Targets Gap in 2013
Program XIII Goals well defined New tariff rates for SMS & Email Advertising New digital marketing firms registered

31. Start-up Grant Required
 Rented Head Office Building
 Furniture & Equipment
 Monthly Office Expenses
 Program I to XIII
Rs.50 Million (USD 500000)
are required to establish
Pakistan Advertising
Foundation on sound footing.
Fixed (One Time)
 Finance
 Furniture
 Office Building
Variable (Quarterly)
 Salaries
 Utility Bills
 Outreach
Modes of Grant

32. Grant Applicant
Fasttrack Communication (Pvt.) Ltd.
5, Masjid Street, Khyber Colony 2,
Tahkal Payan, Peshawar.
Web: www.fasttrackpsh.com.pk
Tel & Fax: 0092 91 5711945
Established: 2010
Incorporated: 2012
Corporate Universal Identification
No.: 0081189
Evaluation & Monitoring
Pakistan Advertising Foundation
will maintain accounts and funds
and report to stakeholders.
Defined milestones and targets
can be verified independently.
Chairman will report milestones
and achievements-gap to donors
for use of grants.

33. Discussion Questions
Q- Is there need for Pakistan Advertising
Foundation (PAF)?
Q- Will advertising professionals be able
to form PAF by December 2013?
Q- Do U.S. companies really need ad
professionals?
Q- What was exact volume of advertising
services exports of Pakistan in 2012?
Q- Should Javed Jabbar, Sharmeen Obaid
Chinoy or Taher Anwar Khan be made
honorary ambassador or patron-in-
chief of PAF?
Q- Do corporate clients pay for
communication or media services?
Q- Is it difficult for a 10-year old
advertising agency to open branch
offices in FATA, Gilgit-Baltistan and
Azad Kashmir?
Patron-in-Chief Search
We have requested the following
organizations to patronize the Pakistan
Advertising Foundation:
 Zafar Bakhtawari, President ICCI
 President KP Chamber of
Commerce & Industry (KPCCI)
 President Rawalpindi Chamber
of Commerce & Industry (RCCI)
 President Pakistan Society of
Criminology (PSC)
 Sayyeda Zoone Abbas, CEO Thali
 Omar Manzur, Mobilink
Foundation
 Faraz Masood Hamidi, CEO
D’Hamidi Partnership

34. Stakeholders’ Responses
Besides donors, we have shared the
information with government and
corporate sector of Pakistan.
Advertising professionals have liked
the expected impact of PAF. Royal
Norwegian Embassy in Islamabad
has assured for technical and
financial assistance in 2014.
Systematic conception,
development and advocacy of the
Pakistan Advertising Foundation
show that writer is “Advertising
Einstein”. Umer Hayat Faisal, MBA
Pakistan Advertising Foundation is
an economic roadmap for next 10
years. Sajed Imtiaz deserves
excellence award from Engro
Corporation. Abdul Wadud
Sajid Imtiaz
Expert Member, CDKN
Member, Harvard Business Review
Economic Advisor shortlisted, British
High Commission Islamabad
Member, Pakistan Society of Criminology
Feedback: sajedimtiaz@hotmail.com