In One Sentence

Asif Aziz

Chief Commercial Officer, Jazz Pakistan

In one sentence, how do you define effective marketing?

The ability to a build a strong narrative that connects and resonates to deliver results

In one sentence, what is the best advice you can offer marketers today?

Never act upon a single data point, always triangulate multiple data points to come to an insight.

In one sentence, how can marketers stay effective in times of challenge?

Go where your audience and customers are going, not where they have been.

Abbas Arsalan

Global Senior Director Human Insights, Coca-Cola Pakistan and Afghanistan

In one sentence, how do you define effective marketing?

If consumers remember it, it is effective marketing.

In one sentence, what is the best advice you can offer marketers today?

Don’t try to sell something you don’t believe in – you will just end up fooling yourself.

In one sentence, how can marketers stay effective in times of challenge?

Smile more – it helps you have better ideas, and makes others think you know something they don’t.

Narmeen Khan

Managing Director, Mondelez Pakistan

In one sentence, how do you define effective marketing?

Effective marketing is all about nurturing meaningful relationship with your consumers and giving them valued experiences.

In one sentence, what is the best advice you can offer marketers today?

The more you understand your consumers , the more they will love you.

In one sentence, how can marketers stay effective in times of challenge?

To evolve with the changing times but not lose focus and stay true to your passion.

Ali Rizvi

Chief Executive Officer, What’s Next Entertainment

In one sentence, how do you define effective marketing?

A single minded message that engages your audience and delivers on your business objectives.

In one sentence, what is the best advice you can offer marketers today?

In this digital age, it’s important to know your consumer well, not only locally, but globally – so learn their culture and how they consume your product, and be politically correct.

In one sentence, how can marketers stay effective in times of challenge?

Stay relevant and connected to your consumer — in these times of uncertainty, empathy will guarantee you stay top of mind, and, in turn, achieve your numbers.

Noaman Asar

Managing Director, Kantar Pakistan

In one sentence, how do you define effective marketing?

Effective marketing forms an emotional connection in the mind of the consumer that, in return, creates a predisposition to buy the brand; when both the CFO and the CMO are happy with the results of your marketing, you’ve hit the happy medium.

In one sentence, what is the best advice you can offer marketers today?

Remember that people feel first and think second, and therefore ads should engage audiences emotionally without losing out on the reason why they should love your brand.

In one sentence, how can marketers stay effective in times of challenge?

In these uncertain and challenging times, our consumers want marketers to have a purpose that is optimistic and caring; we should continue to communicate with this in mind, and they will reward with affinity, love and brand loyalty.

Fariyha Subhani

Managing Director-South Asia, Upfield

In one sentence, how do you define effective marketing?

That which helps you achieve your goal, creating maximum value for all stakeholders along the way.

In one sentence, what is the best advice you can offer marketers today?

You have one life, so market, sell, and do what you believe in or will use yourself — then only can you sell it well and enjoy selling it.

In one sentence, how can marketers stay effective in times of challenge?

By being on-ground and connected, accepting the new normal quickly — and in fact, creating it.

Shoaib Qureshi

Country Manager, DDB Pakistan

In one sentence, how do you define effective marketing?

Effective marketing is all about moving people into consuming a product or service.

In one sentence, what is the best advice you can offer marketers today?

Fully immerse yourself into the brand you working on; and make it your life, not just a job.

In one sentence, how can marketers stay effective in times of challenge?

There is nothing that you cannot surmount if you put your mind, heart and soul to work at it; so just take the challenge as a personal mission.

Asim Naqvi

Chief Executive Officer, Ogilvy Pakistan

In one sentence, how do you define effective marketing?

Creating and growing sales while making the customers feel smart about their buy.

In one sentence, what is the best advice you can offer marketers today?

Always remember your end goal is to SELL while keeping the process as SIMPLE as possible.

In one sentence, how can marketers stay effective in times of challenge?

The key is to NEVER get distracted from what you want to achieve and NEVER overcomplicate how you want to achieve it.