Shaping ScientificPakistani Advertising for Global Economy

380+ New Jobs

in 2014

Excellent Media

Ecosystem

$5.5 MillionAd Services

Exports

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

PrefaceFirst 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 IndustryMore 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.

Income DisparityThere 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

Neglected RegionsThere 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).

Intl OpportunitiesChina, 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

Promotional Volume

2012 2014Federal Government Rs.2 B Rs.2.2 BGovernment of Punjab Rs.1 B Rs.1 BGovernment of Sindh Rs.1 B Rs.1 BGovernment of Baluchistan Rs.0.2 B Rs.0.2 BGovernment of Khyber Pakhtunkhwa Rs.0.4 B Rs.0.5 BGovernment of Azad Kashmir Rs.0.2 B Rs.0.2 BTelecom Companies Rs.5 B Rs.5.4 BBanks Rs.3 B Rs.3 BReal Estate Companies Rs.2 B Rs.2.2 BEducation Sector Rs.4 B Rs.4 BFMCGs Rs.10 B Rs.10.5 BSMEs Sector Rs.0.5 B Rs.0.5 BNon Government Organizations Rs.0.3 B Rs.0.4 BOne UN Programme Rs.0.2 B Rs.0.3 B

Rs.29.8 Billion Rs.31.4 Billion

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

Pak Advertising FoundationIt 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 electionMembers: 3 Advertising Agencies, 3 Advertising ProfessionalsMeetings: Monthly or as desired by the Chairman

PAF Advisory Board Shaikh Imran Irshad Pirana

Syed Masood Hashmi OrientedgeSardar Hasan Studio4Tahir 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.]

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

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 2Populati

on 441000

0(2013)

Population

4567982

(2008)

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 2Populati

on 791400

0(2011)

Population

1800000

(2008)

Media Ecosystem Targets

Training of AdpersonsPakistan 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 AdpersonsPakistan 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

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.

Pakistani Adv WomenThere 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 AreasFinancial 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

Restoration of Suspended Ad AgenciesFinance 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 Pakistan Advertising Foundation.

Membership No.Date: Signature & Stamp

A Model Ad Agency

Research Dept

Studio &

Production

Intl Business Dept

Country Business Dept

Regional

Business Dept

TQMDept

Admin Dept

CEO

8+ Perso

ns

20+ Perso

ns

8+Perso

ns

15+Perso

ns

30+ Perso

ns

5 Perso

ns

6 Perso

ns

[Advertising agencies will be asked to re-organize their departments.]

2 Advisors

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

Healthcare ProgramPakistan 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)

Program V

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)

Program VI

President ICCI & KPCCIPresident 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.

Integrated Support Mobilization

Pakistan Business Associations

Institutions of Government of Pakistan

International Donor Agencies

One United Nations Programme

Donor AgenciesDonors 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 ProgrammeUnited 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.

Top 5 Pakistani Ad AgenciesAdvertising 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 DevelopmentOutdoor 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.

CMC AgenciesGrassroots 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 Deman

dSupply

oDeskPak

Advertising

AgenciesAdvertising agencies of Pakistan should contact oDesk Corporation to export their services. They must hire services of Total Quality Management (TQM) consultants, experts and professionals.

Digital Adv DevelopmentSMS 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

Jobs Creation

Male & Female

Economic Benefits of PAFPakistan 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.

Income Forecast

US$ Million

Media Ecosystem

AJ&K FATAGilgit-

Baltistan

Baluchistan

[2014]

Progress Chart Intervention Accord (Planning) Action (Implementation) Assessment (Evaluation) Program I Goals agreement with

stakeholdersFinalizing skills training module with institutions

No. of adpersons trained in 2013Foreign 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

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

Grant Applicant Fasttrack Communication (Pvt.) Ltd.

5, Masjid Street, Khyber Colony 2, Tahkal Payan, Peshawar.Web: www.fasttrackpsh.com.pkTel & Fax: 0092 91 5711945Established: 2010Incorporated: 2012Corporate Universal Identification No.: 0081189

Evaluation & MonitoringPakistan 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.

Discussion QuestionsQ- 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 SearchWe 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

Stakeholders’ ResponsesBesides 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 ImtiazExpert Member, CDKNMember, Harvard Business ReviewEconomic Advisor shortlisted, British High Commission IslamabadMember, Pakistan Society of CriminologyFeedback: sajedimtiaz@hotmail.com