Rizwan Merchant
May 17, 2018

How to fix Pakistan's broken ad industry

Rizwan Merchant, former CEO of OMD Pakistan, says lack of awareness about media processes, a lack of research and low regulations are holding back an ‘obese’, inefficient industry.

Stills from recent campaigns in Pakistan.

The media sector is one of the most dynamic industries in Pakistan, having enjoyed an exponential boom since the start of 20th century that has mirrored growth in the global media landscape.

This growth made room for media planning outlets to set out their stalls. Their promise to reach the right audiences at the lowest possible costs enticed advertisers to move from traditional agency set-ups to specialized media planners.

Now, however, the...

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