Page 79 - The EDIT | Q3 2017

Thoughtleader
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THE EDIT ISSUE 7 | Q3 2017
THE CHALLENGES
The Rise of the ‘Conscious Consumer’
The average urban Pakistani is now fully connected and on line. In addition to traditional media, 35.1 million Pakistanis access unlimited information and entertainment online everyday through social media, forums, email marketing or mobile-based solutions.
This increased access to information dramatically changed the dynamics of modern marketing in Pakistan, not only by raising expectations, but also by turning tables in terms of decision making. Gone are the days where brands could tell consumers what to think. Consumers now make their own mind up and are able to influence other consumers’ brand perceptions through casual conversations. For the first time, an individual can create a profile and profit-threatening crisis for the biggest brands, armed solely with their mobile and social media profile.
Success now lies in our ability to be part of
the conversation, online and offline, through engaging content. The survival of agencies depends on their ability to remain relevant in an ever-changing landscape, and even more so in emerging markets as they come online.
Talent Transformation — Birth of the Hybrid
It’s safe to say that ten years ago, it would have been impossible to predict how drastically our industry would change by 2017. Ironically, it is be even harder to predict today how much change will occur over the next five years. In this context, being “creative” is now hinged to one’s ability to think ahead and adapt, offering hybrid solutions that integrate ideas with media. This ability is
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