Sr. Account Director
BBDO Pakistan
Total years of experience :17 years, 3 Months
Sr. Account Director for the PepsiCo Portfolio. The portfolio includes Beverages and Snacks. Leading a team of Account Managers and Executives.
I had joined Red Communication Arts as an Associate Account Director for a number of clients. Red Communication Arts is one of the leading local advertising agencies in Pakistan and has given me an opportunity to prove myself even further in the field of advertising. My responsibilities include devising Brand Strategies for my clients as well as ensuring all advertising objectives are achieved by the agency for the respective clients. I have conducted a number of TVC Shoots for Servis Shoes, the largest footwear retail brand in Pakistan. I have also revamped its retail strategy with a new diversification approach in tandem with the research conducted. Other than these basic responsibilities, I have to look into the agency business development, agency profitability, negotiating agency/client contracts, and training and grooming of the account management recruits.
I joined Ogilvy & Mather in Oct 2012 as an Associate Account Director on Coca-Cola, Minute Maid, Kinley & Burn for both Pakistan and Afghanistan. My responsibilities included providing complete marketing and advertising solutions to the client. I have been given the responsibility to ensure regular project management updates to the region as well as to the internal hierarchy. I have to lead the client and to ensure that the strategy we choose will help meet the advertising and marketing objectives of the client. To ensure the desired results are met and to ensure that the client understands their role and direction.
Projects Executed (Coca-Cola & Juices, Nectars & Still Drinks)
• Launched “Crazy for Good” global initiative for Coca-Cola in Pakistan. The campaign was about instilling the need for doing good to strangers. Planned and designed a complete 360’ campaign so as to link it to the global initiative.
• Trained new resources on processes, vendor management and basic client servicing.
• Planned, Developed and Deployed the “Coca-Cola Refreshment” Campaign as a first leg to the global charter project. Executed a complete 360’ Campaign for the same.
• Planned and helped develop the Mini Documentaries with Sharmeen Obaid Chinoy for Coca-Cola for their platform of Cultural Leadership.
• Planned, Developed and Deployed the New 250ml Slim Can production for Pakistan. Developed the packaging and ensured its compatibility with the market. Created a complete 360’ campaign for announcement of the New 250ml Slim Can launch in Pakistan.
• Worked on a Campaign nomination for Coke Studio for the Cannes Lions Awards 2013.
• Kick Started the Coca-Cola Ramadan Campaign for 2013.
• Launched Minute Maid juices and nectars for Afghanistan. Developed a complete 360’ campaign in Darri & Pashtu for the Afghan Market. Developed and deployed 200ml & 1L Prisma packaging in Afghanistan.
• Re-Launched the new Burn energy drink in Afghanistan.
• Planned, developed and deployed the 360’ campaign for Coca-Cola commemorating Nauroz in Afghanistan.
• Planned, developed and deployed the 360’ thematic campaign for Minute Maid Pulpy Orange.
I was handling Nestle Everyday, SONY and Packages (Pvt.) Ltd. I was also responsible for New Business Development as and when required. I maintained a good professional relationship with the clients as well as cost-effective and quality vendors ranging from directors, producers, photographers, printers and activation companies and outdoor campaigners.
Projects Executed (Nestle Everyday)
• “Tum mein hai kuch khas” (A Thematic Campaign) 2010
• Affordable Product Campaign. (An affordable variant of the product for lower SECs)
• The affordable product has become the best distributed product in the powdered dairy category in Pakistan due to the demand pull created because of the communication.
• Complete execution of the Tactical film produced for Nestle Everyday for 2011.
• Launched the Nestle Everyday SONG titled “Tum Mein Hai Kuch Khas”
Projects Executed (SONY)
• Conducted 5 Media Press Conferences and managed everything from Media to Event Management.
• Officially Launched SONY Alpha 77 and NEX-7 in Pakistan in media and got endorsements for client’s product from leading photographers and photography enthusiasts.
• Launched the “Winter Bundle Offer” Campaign
• Launched the “Summer Hot Deals” Campaign
Projects Executed (Packages (Pvt.) Ltd.)
• Developed quite a large number of packaging for the main variant Rose Petal (Pakistan’s leading tissue paper products)
• Conducted a number of still shoots with the art team.
• Transformed the strategy for Rose Petal.
My responsibilities included taking a job from the brief to its delivery. I had to take care of all the advertising needs of the Coca-Cola’s presence in Pakistan and Afghanistan, including coordination with the client and the internal departments of production, design, and creative. Delegating jobs to departments and personnel and creating timelines for the same. I was responsible for identifying, short listing and selecting different production houses, audio houses and directors/producers for projects in and outside Pakistan and getting the job done by the right people in the right time, with the right quality. I was also responsible for dealing with the media and activation agencies in order to make sure that everything runs smoothly and that all marketing and advertising objectives identified by the client are achieved.
Projects Executed:
• Coke Studio Season 2 entire IMC and its ATL Execution.
• BRRR 2 Concept Testing Research, IMC Development, Schools Activation and Execution.
• Coke n Meals 2009 Complete IMC Execution and Implementation.
• First ever Design Machine initiative & execution.
• Product Photography for Coke n Meals.
• Ramadan 2009 Complete IMC and Execution.
• Various Focus Group Researches on Coke n Meals, Coke n Music, Coke n Cricket and Teens Charter.
• I was the project lead over PMC and SOHO for the teens charter and Ramadan Themes Research gathering insights on Teens and Moms.
• Coke n Meals 2010 charter project coordination.
• Coke n Meals 2010 charter research completion.
• Coke n Meals 2010 charter research execution.
• Coke n Meals 2010 Charter Project in Pakistan was the biggest project for Coca-Cola in Pakistan.
Worked as an Account Executive at Ogilvy & Mathers, looked after the Coca-Cola account for Pakistan and Afghanistan.
Projects Executed
• Coke Studio Season 1
• Coke Brrr 1 - Thematic Campaign 2008
• Coke Ramadan 2008
• Coke n Meals IMC Development Initiation for 2009
• Coke n Meals TV Programming - Idea Generation and Execution
I had been working as an independent Event Manager for various kinds of events in Lahore. I, along with my team-mates, organized various musical events under the name “Redline Productions”, featuring renowned artists of the Pakistan Music Industry such as Noori, Jal, Atif Aslam, Opiate, Kaine and Overload. Part of my job was to raise funds through sponsors, negotiation of terms and conditions with the artists, stage designing, designing promotional campaigns and carrying out all the required management activities to provide the audience with a successful entertaining evening.
As an intern at the bank, I worked on the following assignments;
• Book Keeping and preparation of Letter of Credit of various business clients in the Foreign Trade Department of the Bank.
• Book Keeping of the documentation and learning the basic eligibility criteria of the consumers in the Consumer Finance Department.
• Worked in the Customer Services Department and the Front Desk, providing customers with answers to their queries, providing them with their bank statements etc.
• Worked proficiently in the Remittances Department of the Bank.
• Worked in the Cash Department and ensured issuance of the Cheque Books to the account holders according to the specific SOPs of the Bank.
• Carried out various basic tasks required by the State Bank of Pakistan for the Annual Audit of the bank.