Tell us about your educational and professional background.
In 2018, I graduated with a Bachelors’s degree in Marketing from Victoria University in Melbourne, Australia receiving a Golden key Award which is exclusively given to the top 15% of academic achievers in over best 400 universities around the world. Later in early 2021, I completed my Master of Advertising from Szabist, Karachi. I am currently working as a Media Planning and Digital lead at Brainchild Communication Pakistan for Mediavest Corporate Accounts. During my 3+ years of experience, I have handled brand portfolios across industry verticals like banking, insurance, appliances & FMCG as the key contributor for traditional and digital media planning and strategy.
You have been a part of Brainchild Communication since the beginning of your career. Tell us about your journey and how do you see Mr. Raihan Merchant as a leader?
It has been a remarkable journey I started as a management Trainee in April 2018. It was a fruitful experience to be a part of the MTO program at brainchild where we were grilled and trained by the industry’s best. This helped me to be the best version of myself which I am today, currently, I am working as a Media Planning & Digital Lead looking after MediavestCorporate Accounts. Mr. Raihan Merchant is among the few names in the professional world who can shape the direction of the industry they work in through his vision and leadership.
Digital media is part of your core experience. How do you see the growth of digital media keeping in mind the change of marketing strategies applied by brands post-Covid crisis?
The coronavirus (COVID-19) global pandemic has resulted in changes to advertising, marketing, promotional and media spends, forcing businesses and brands to reevaluate their thinking about current and future advertising and marketing campaigns to maintain a steady stream of income. While brands currently seek to strike the right tone during a global health emergency, the future portends market alteration, increased competition, and a demand for creative and aggressive marketing practices. Covid 19 crises have led to an increase in digital media penetration across Pakistan and have been a blessing in disguise for our e-commerce industry which boomed due to the restriction imposed.
You are certified as a Digital Guru. How would you compare the growth of digital media in Pakistan to international standards?
Digital Media in Pakistan is growing exponentially at a greater rate in Pakistan with the current internet penetration being over 43% which is significantly higher than 2020. For smartphone users fond of heavy streaming, mobile data does not always come cheap but that is not the case in Pakistan. With more than 98 million 3G & 4G users and 101 million broadband subscribers across Pakistan which is growing as we speak.
You have achieved numerous awards. Which achievement has been the most memorable and why?
One of my memorable execution has been the HumrahiCampaign for EFU life, this campaign has been very close to my heart because it has won global awards like MAA Globes which inspired me to do wonders in my career and plan award-winning campaigns for the future as well.
How fast and changing has the world of marketing become with the speed of the digital world? Do you see this rapid speed of marketing as beneficial or not?
A transformation of marketing is underway like it has always had and always will be as we move forward. A few years ago,challenge for brands was to connect with customers through all the devices we use in real-time and create campaigns that work but this is not a challenge anymore. We are entering into a digital revolution where we take things to a next level and brands will benefit from artificial intelligence, virtual reality. Augmented reality and programmatic advertising.
What has been the defining point of your life?
My defining moment was the decision of coming back to Pakistan from Australia and starting my advertising career at BCP. It was not an easy decision to make at that point in my life considering I spent 4 years there during my study, but I am glad I did. If I would have stayed there my professional career would have been compromised for permanent residency. I have a firm belief if I can be the best in what I do then I can go anywhere in the world.
What advice would you give yourself 10 years back if given the chance?
I would give myself 2 advice:• Failures are your best friend because it gives you a chance to be a better version of yourself so learn from them.• Stop Procrastination, 20 hours of doing is better than 1000 hours of thinking.