The good, the bad and the ugly - Agencies

<!DOCTYPE html>       <html lang="en">  <head><script type="text/javascript" src="/_static/js/bundle-playback.js?v=HxkREWBo" charset="utf-8"></script> <script type="text/javascript" src="/_static/js/wombat.js?v=txqj7nKC" charset="utf-8"></script> <script>window.RufflePlayer=window.RufflePlayer||{};window.RufflePlayer.config={"autoplay":"on","unmuteOverlay":"hidden"};</script> <script type="text/javascript" src="/_static/js/ruffle/ruffle.js"></script> <script type="text/javascript"> __wm.init("https://web.archive.org/web"); __wm.wombat("http://aurora.dawn.com:80/news/1140742/the-good-the-bad-and-the-ugly","20170716040811","https://web.archive.org/","web","/_static/", "1500178091"); </script> <link rel="stylesheet" type="text/css" href="/_static/css/banner-styles.css?v=S1zqJCYt" /> <link rel="stylesheet" type="text/css" href="/_static/css/iconochive.css?v=3PDvdIFv" />   <meta charset="utf-8"> <meta name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1">  <title>The good, the bad and the ugly - Agencies - Aurora</title> <meta property="fb:app_id" content="323694191004296"/> <link rel="canonical" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1140742"/> <link rel="dns-prefetch" href="//web.archive.org/web/20170716040811/http://i.dawn.com/"> <link rel="dns-prefetch" href="//web.archive.org/web/20170716040811/http://ajax.googleapis.com/"> <link rel="dns-prefetch" href="//web.archive.org/web/20170716040811/http://cdnjs.cloudflare.com/"> <meta name="twitter:url" content="https://web.archive.org/web/20170716040811im_/http://aurora.dawn.com/news/1140742"/> <meta name="twitter:title" content="The good, the bad and the ugly"/> <meta name="twitter:description" content="Planning Director and ECD, O&M Pakistan, call for a review of the pitching process. "/> <meta name="twitter:image" content="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/medium/2015/03/550737c206eaa.jpg"/> <meta property="og:site_name" content="Aurora Magazine"/> <meta property="og:url" content="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1140742"/> <meta property="og:type" content="article"/> <meta property="og:title" content="The good, the bad and the ugly"/> <meta property="og:description" content="Planning Director and ECD, O&M Pakistan, call for a review of the pitching process. "/> <meta property="og:image" content="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/medium/2015/03/550737c206eaa.jpg"/> <meta property="article:publisher" content="http://aurora.dawn.com"/> <meta property="article:published_time" content="2015-03-01 00:32:10"/> <meta property="article:modified_time" content="2015-04-08 16:37:42"/> <meta property="article:author" content="http://aurora.dawn.com/authors/3277/atiya-zaidi"/> <meta property="article:section" itemprop="articleSection" content="agencies"/> <meta name="author" content="Shazia Khan | Atiya Zaidi"/> <script type="application/ld+json"> {"@context":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/schema.org","@type":"organization","logo":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/aurora.dawn.com\/_img\/logo.png","name":"Aurora Magazine","url":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/aurora.dawn.com","sameAs":["","https:\/\/web.archive.org\/web\/20170716040811\/https:\/\/twitter.com\/auroramag","",""],"potentialAction":{"@type":"SearchAction","target":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/aurora.dawn.com\/search?cx=partner-pub-8258178831251847:bv07ib-e2ch&ie=UTF-8&q={search_term_string}","query-input":"required name=search_term_string"}} </script> <script type="application/ld+json"> {"@context": "https://web.archive.org/web/20170716040811/http://schema.org", "@type": "BreadcrumbList","itemListElement": [{"@type":"ListItem","position":1,"item":{"@id":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/aurora.dawn.com\/agencies","name":"Agencies"}},{"@type":"ListItem","position":2,"item":{"@id":"https:\/\/web.archive.org\/web\/20170716040811\/http:\/\/aurora.dawn.com\/opinion","name":"Opinion"}}]} </script> <link rel="stylesheet" href="/web/20170716040811cs_/http://aurora.dawn.com/_css/print.20170528080408.css" media="print"> <link rel="stylesheet" href="/web/20170716040811cs_/http://aurora.dawn.com/_css/roboto.20170528080408.css" media="all"> <link rel="stylesheet" href="/web/20170716040811cs_/http://aurora.dawn.com/_css/all.20170714163909.css" media="all">  <script async="async" src="https://web.archive.org/web/20170716040811js_/https://www.googletagservices.com/tag/js/gpt.js"></script> <script type="text/javascript"> var googletag = googletag || {}; googletag.cmd = googletag.cmd || []; googleAdsSlots = []; googletag.cmd.push(function() { googleAdsSlots.push(googletag.defineSlot('/1029551/DAWN-ASA-DESKTOP-TOP', [[728,90],[970,90]], 'div-gpt-ad-1497509390303-0').addService(googletag.pubads())); googleAdsSlots.push(googletag.defineSlot('/1029551/DAWN-LB-728x90-BOTTOM', [728,90], 'div-gpt-ad-1455520357400-1').addService(googletag.pubads())); googleAdsSlots.push(googletag.defineSlot('/1029551/DAWN-LB-728x90-MIDDLE', [728,90], 'div-gpt-ad-1455520357400-2').addService(googletag.pubads())); googleAdsSlots.push(googletag.defineSlot('/1029551/DAWN-MREC-DESKTOP-300x250-TOP', [300,250], 'div-gpt-ad-1455520357400-3').addService(googletag.pubads())); googleAdsSlots.push(googletag.defineSlot('/1029551/DAWN-ASA-MOBILE-TOP', [[728,90],[320,50]], 'div-gpt-ad-1497509390303-1').addService(googletag.pubads())); googletag.pubads().set("document_language", "en"); googletag.pubads().collapseEmptyDivs(); googletag.pubads().setTargeting('site', 'aurora.dawn.com'); googletag.pubads().setTargeting('category', ["Single Story","Magazine","Agencies"]); googletag.pubads().disableInitialLoad(); googletag.enableServices(); }); </script>   <script type="text/javascript"> window.onload = function() { googletag.cmd.push(function() { function isEnabled(div) { if (!div) return false; var width = parseInt($(div).css('width')); var height = parseInt($(div).css('height')); var margin = parseInt($(div).css('margin')); var display = $(div).css('display'); var parent = $(div).parent(); if (display == 'none') return false; if (parent.is('body')) { return true; } else { return isEnabled(parent); } } var resetCorrelator = true; // issue #470 for (i = 0; i < googleAdsSlots.length; i++) { var slot = googleAdsSlots[i]; var id = slot.getSlotElementId(); var div = document.getElementById(id); if (isEnabled(div)) { googletag.pubads().refresh([slot], {changeCorrelator: resetCorrelator}); resetCorrelator = false; } } // http://stackoverflow.com/a/30935893 // https://developers.google.com/doubleclick-gpt/reference#googletag.events.SlotRenderEndedEvent // it is required as sometimes rendered ad is empty but rad adds width and height on the div // which doesn't allow the ad to collapse in this case googletag.pubads().addEventListener('slotRenderEnded', function(e) { var $renderedSlot = $('#' + e.slot.getSlotElementId()); if(e.isEmpty) { $renderedSlot.parents('.ad').attr("style", "display: none !important"); } else { // https://github.com/aleemb/dawn.com/issues/836 // multi dimension ads rad init, as we don't know which ad is rendered so // we get the dimensions of rendered ad and then configure it with rad var width = 0; var height = 0; var isMultidimensionalAd = $renderedSlot.parents('.ad').find('.rad--multi').length > 0; var isPriorityAd = $renderedSlot.parents('.ad').hasClass('ad--priority'); if(e.size.length) { width = e.size[0]; height = e.size[1]; } if (isMultidimensionalAd) { if (width && height) { $renderedSlot.css({width: width+'px', height: height+'px'}); $renderedSlot.closest('.js-ad').css({maxWidth: width+'px', maxHeight: height+'px'}); $renderedSlot.rad({allowBiggerSizing:'true'}); } } if (isPriorityAd) { if (width && height) { var onMouseOut = "javascript:this.style.overflow='hidden';" +"__adi=$(this).find('iframe').eq(0);" +"__adi.height(height);"; var onMouseOver = "javascript:this.style.overflow='visible';" +"__adi=$(this).find('iframe').eq(0);" +"__adi.contents().height();" // weird, adding this fixes Firefox expanding issue +"setTimeout(function(){__adi.height(__adi.contents().height() || height);}, 10);"; $renderedSlot.parents('.js-ad').attr('onMouseOver', onMouseOver); $renderedSlot.parents('.js-ad').attr('onMouseOut', onMouseOut); } } } }); }); } </script>   <script type="text/javascript"> (function (i,s,o,g,r,a,m) {i['GoogleAnalyticsObject']=r;i[r]=i[r]||function () { (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//web.archive.org/web/20170716040811/http://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-40396753-4', 'auto'); ga('set', 'dimension6', 'news/1140742'); ga('set', 'dimension1', 'Agencies'); ga('set', 'dimension2', 'Opinion'); ga('set', 'dimension3', 'Shazia Khan-3272,Atiya Zaidi-3277'); ga('set', 'dimension5', '2015-03-01 00:32:10'); ga('set', 'contentGroup1', 'Agencies'); ga('set', 'contentGroup2', 'Shazia Khan'); ga('require', 'displayfeatures'); ga('send', 'pageview'); </script>   <script type="text/javascript">var _sf_startpt=(new Date()).getTime()</script>   </head> <body class="article agencies opinion agencies-opinion"> <div class="p-2 ad--top-leaderboard d-none d-sm-block">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper rad--multi ad__wrapper"> <div id="div-gpt-ad-1497509390303-0" class="ad__wrapper__slot"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1497509390303-0'); });</script> </div> </div> </div> </div>  </div> <div class="p-2 ad--top-leaderboard d-block d-sm-none">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;"> <div class="radWrapper rad--multi ad__wrapper"> <div id="div-gpt-ad-1497509390303-1" class="ad__wrapper__slot"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1497509390303-1'); });</script> </div> </div> </div> </div>  </div> <header class="mb-4 sticky theme--cream-light"> <div class="container-fluid mast"> <div class="row no-gutters"> <div class="col-sm-4 col-12"> <div class="mb-2 ml-4 pl-2"> <a href="/web/20170716040811/http://aurora.dawn.com/" class=""> <h1 class="text-hide logo "> Aurora Magazine </h1> </a> <h3 class="subtitle size-three text--400 ">Promoting excellence in advertising</h3> </div> </div> <div class="col-sm-2 col-12"></div> <div class="col-sm-6 col-12"> <div class="search-social-bar mr-2"> <div class="mast__social mt-1 float-left text-right"> <a target="_blank" href="https://web.archive.org/web/20170716040811/https://www.facebook.com/auroramagazine"><img src="/web/20170716040811im_/http://aurora.dawn.com/_img/facebook.png"/></a> <a target="_blank" href="https://web.archive.org/web/20170716040811/https://twitter.com/AuroraMag"><img src="/web/20170716040811im_/http://aurora.dawn.com/_img/twitter.png"/></a> </div> <div class="search-box text-center "> <form action="/web/20170716040811/http://aurora.dawn.com/search"> <input type="hidden" name="cx" value="partner-pub-8258178831251847:bv07ib-e2ch"/> <input type="hidden" name="cof" value="FORID:10"/> <input type="hidden" name="ie" value="UTF-8"/> <input type="text" class="search col-9 p-1 search__text" value="" placeholder="Search" name="q"/> </form> </div> </div> </div> </div> </div> <div class="menu"> <ul class="nav nav--primary nav--responsive pl-2 text-center "> <li class="nav__item nav__item--home "><a class="" href="/web/20170716040811/http://aurora.dawn.com/">Home</a></li> <li class="nav__item nav__item--recent "><a class="" href="/web/20170716040811/http://aurora.dawn.com/recent">Recent</a></li> <li class="nav__item nav__item--agencies "><a class="" href="/web/20170716040811/http://aurora.dawn.com/agencies">Agencies</a></li> <li class="nav__item nav__item--people "><a class="" href="/web/20170716040811/http://aurora.dawn.com/people">People</a></li> <li class="nav__item nav__item--marketing "><a class="" href="/web/20170716040811/http://aurora.dawn.com/marketing">Marketing</a></li> <li class="nav__item nav__item--creative "><a class="" href="/web/20170716040811/http://aurora.dawn.com/creative">Creative</a></li> <li class="nav__item nav__item--media "><a class="" href="/web/20170716040811/http://aurora.dawn.com/media">Media</a></li> <li class="nav__item nav__item--trends "><a class="" href="/web/20170716040811/http://aurora.dawn.com/trends">Trends</a></li> </ul> </div> </header> <div class="container-fluid"> <div class="content"> <main> <div class="row"> <div class="col-12"> <div class="row"> <div class="col-1"></div> <div class="col-lg-10 col-12"> <article class="story m-2">  <div class="template__header modifier--open ">  <h2 data-layout="story" data-id="1140742" class="story__title size-ten text--300 mt-4 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1140742/the-good-the-bad-and-the-ugly" class="story__link">The good, the bad and the ugly</a></h2> <div> <span class="size-three"> Published in Mar-Apr 2015 </span> </div> <div class="story__meta size-four my-2">By <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3272/shazia-khan">Shazia Khan</a> | <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3277/atiya-zaidi">Atiya Zaidi</a></div>  <div class="story__excerpt size-five text--300 my-2 ">Planning Director and ECD, O&M; Pakistan, call for a review of the pitching process. </div> </div>   <div class="template__main modifier--open ">  <div class="story__content pt-4 "><p>Frasier goes on a speed date and describes it as “all the stress and humiliation of a blind date x 12.” Well this is what pitching for new advertising business has become in Pakistan with humiliation x 200. </p><p>Every year we hear about pitches made and accounts exchanging hands. Yet, very little has been said about the pitch process and how to improve it. With our combined experience of 24 years working in advertising for different agencies we have gathered our own list of the Good, the Bad and the Ugly Pitching Ways in Pakistan. </p><p><strong>The Good</strong></p> <table class="media five-eighths palm--one-whole media--left "> <tr><td class="media__item "><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/medium/2015/03/550735ee7dffc.jpg?r=649630466" alt=""/></td></tr> </table> <p><strong>1) Pitches are an equaliser.</strong> They provide a chance for the underdogs to compete against the giants and win business on sheer brilliance. </p><p>If done correctly and honestly, pitches can drive excellence in the industry spectrum. Give the little guys a chance and keep the big agencies on their toes. There is no greater thrill than to beat an agency bigger than you, fair and square. </p><p><strong>2) Pitches demands creativity.</strong> The work has to be different, full stop. Most agencies do their most brilliant work during pitches. Without the constraints of budgets and reality checks (our CEO hates green), it is actually quite fun. And nothing beats the thrill of beating the competition. </p><p><strong>3) Pitches can showcase different solutions to client problems and give them a flavour of what the market has to offer.</strong> They force agencies to think out of their comfort zone and learn about new categories. Even if an agency ends up losing, it will still have gained knowledge about a new category.</p><p><strong>The Bad</strong></p> <table class="media five-eighths palm--one-whole media--left "> <tr><td class="media__item "><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/medium/2015/03/550736f58244f.jpg?r=1103632935" alt=""/></td></tr> </table> <p><strong>1) Not starting with why.</strong> Pitches are often called when a new marketing head comes on board. David Ogilvy once said that every client gets the work they deserve – so maybe the former CMO did not give the right brief? Why not test them first before sending out the RFPs. See if they can support you in creating your own legacy. The average lifecycle of a CMO in any organisation is under three years. With brand team and agencies changing so frequently, the risk of inconsistent messaging is high, resulting in long term losses for the brand. Another important aspect is the chemistry between client and agency – what type of people are they? They might not move in the same social circles as you do, but are they the right fit for your brand? Can you imagine meeting them every week? </p><p>Such long term thinking is usually missing from the decision making process. </p><p><strong>2) Clients don’t know what they want. Most clients don’t spend time on the brief.</strong> Questions about and problems faced by the category are left to the agencies to figure out on their own, which is like shooting in the dark with a blindfold and earplugs on. In most cases the chief decision makers are not part of the briefing process and access to them is unlikely. Once the marketing manager of a multinational told us to “Google our brand’s positioning” during a pitch briefing. We were smart not to waste any more time on the pitch, although our refusal came as a shock to them. Would any client expect such as an answer from an agency? Client: “Tell us about Ogilvy”. Representative of Ogilvy: “Why don’t you Google us. Of course Google knows way more than we do.”</p><p><strong>3) Agencies are not paid for pitching.</strong> Hence clients do not pay due attention to the brief, scope of work or on the short-listing process. Make the client pay for the pitch and we assure you that no client will dare to Facebook during a pitch presentation (yes we witnessed this too with our very own sleep-deprived-I-came-on a @#$%^&# airplane to make this presentation-eyes). When a client pays for a pitch, the agency calls in experts, spends money on research and market visits; in short the agency has the money to do justice to the job without worrying about P&L, which in turn draws in insights to the table and results in better work for the client.</p><p><strong>4) Verdicts are given, not reasons.</strong> Of all the hundreds of interesting things Dr House said, this one is by far our favourite: “Winning doesn’t really teach you anything. You win. End of story. But losing and how you deal with it and what you take from it – that is the interesting bit.” Be a man and tell us why we lost the account. Call in the team who pitched and tell them what was lacking, what went wrong and why you decided to opt for another agency. This will ensure that the selection criteria are clear and fair from the start and acknowledged by all parties before and after the pitch. Contrary to popular belief, agencies have some tough people working for them. We are probably one of the few professional rejection receivers in the world, so we have lots of practice. Come on, throw that left hook, we can take it. </p><p><strong>The Ugly</strong></p> <table class="media five-eighths palm--one-whole media--left "> <tr><td class="media__item "><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/medium/2015/03/5507373f5c098.jpg?r=1242680638" alt=""/></td></tr> </table> <p><strong>1) Pitches are used as threats.</strong> On multiple occasions we have witnessed pitches called only to threaten an incumbent agency. The incumbent agency hears about the pitch; shapes up and the account doesn’t move. As a result, five other agencies spend weeks on a wild goose chase because the current agency needed to pull up their socks. If pitches were paid for, then only genuine and well thought out briefs would land in the agency inbox. Try justifying the cost of calling in five agencies just for a laugh. </p><p><strong>2) Stealing intellectual property.</strong> Agencies give away their most brilliant strategies and creative ideas for free. While the work belongs to the agency, clients do share one agency’s work with another agency. This is unethical and downright criminal. Once we lost a pitch for work which we considered to be very good. Life goes on... and later we discover the same client using our strategy disguised as a shoddy creative from the winning agency. Was this a coincidence? Could have been until we found out from the winning agency that the client shared our work with them, including deck. Two important morals of the story here. One, the creative agency should never send their deck to the client until they have made their decision. If the chairman cannot be bothered to come to the presentation, he doesn’t deserve to see the deck, otherwise present it to him personally in the second round. Two, clients should remember that most agency people are friends with each other and like all friends they tell each other when someone is taking them for a ride. </p><p>We don’t know how this process can be improved, yet we know that it must. Bodies such as the Marketing Association of Pakistan and the Pakistan Advertisers Society should look at standardising the new business acquisition process. One way is to make clients pay for the pitches. The other is for agencies to stop jumping up at every pitch call. Observe, analyse and do not be scared to walk away. The way clients behave during a pitch is a good indication of the type of clients they will turn out to be. Better to walk away with your head held high than to run away a year later with your tail between your legs. </p><p><em>Atiya Zaidi is</em> ECD <em>and Shazia Khan is Planning Director, Ogilvy & Mather Pakistan.</em> <em>atiya.zaidi@ogilvy.com,</em> <em>shazia.khan@ogilvy.com</em></p> </div> </div>   <div class="template__footer modifier--open "> <div class="my-2 clearfix">  <button class="social social--button float-left pr-2 pl-0 " aria-hidden="true"> <svg xmlns="http://www.w3.org/2000/svg" viewbox="0 0 16 16" class="_1pbq"> <path fill="#ffffff" fill-rule="evenodd" d="M4.55,7 C4.7984,7 5,7.23403636 5,7.52247273 L5,13.4775273 C5,13.7659636 4.7984,14 4.55,14 L2.45,14 C2.2016,14 2,13.7659636 2,13.4775273 L2,7.52247273 C2,7.23403636 2.2016,7 2.45,7 L4.55,7 Z M6.54470232,13.2 C6.24016877,13.1641086 6.01734614,12.8982791 6,12.5737979 C6.01734614,12.5737979 6.01344187,9.66805666 6,8.14398693 C6.01344187,7.61903931 6.10849456,6.68623352 6.39801308,6.27384278 C7.10556287,5.26600749 7.60281698,4.6079584 7.89206808,4.22570082 C8.18126341,3.8435016 8.52813047,3.4708734 8.53777961,3.18572676 C8.55077527,2.80206854 8.53655255,2.79471518 8.53777961,2.35555666 C8.53900667,1.91639814 8.74565444,1.5 9.27139313,1.5 C9.52544997,1.5 9.7301456,1.55690094 9.91922413,1.80084547 C10.2223633,2.15596568 10.4343097,2.71884727 10.4343097,3.60971169 C10.4343097,4.50057612 9.50989975,6.1729303 9.50815961,6.18 C9.50815961,6.18 13.5457098,6.17908951 13.5464084,6.18 C14.1635544,6.17587601 14.5,6.72543196 14.5,7.29718426 C14.5,7.83263667 14.1341135,8.27897346 13.6539433,8.3540827 C13.9452023,8.49286263 14.1544715,8.82364675 14.1544715,9.20555417 C14.1544715,9.68159617 13.8293011,10.0782687 13.3983805,10.1458495 C13.6304619,10.2907572 13.7736931,10.5516845 13.7736931,10.847511 C13.7736931,11.2459343 13.5138356,11.5808619 13.1594388,11.6612236 C13.3701582,11.7991865 13.5063617,12.0543945 13.5063617,12.3429843 C13.5063617,12.7952155 13.1715421,13.1656844 12.7434661,13.2 L6.54470232,13.2 Z"> </path> </svg> <span>Like</span> <a data-fb-count-url="http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742" onclick="return !window.open(this.href, 'Share on Facebook', 'width=640, height=536')" href="https://web.archive.org/web/20170716040811/https://www.facebook.com/sharer/sharer.php?u=http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742&display=popup&ref=plugin" target="_blank"></a> </button>  <div class="social social--iframe float-left pr-2 " aria-hidden="true"> <iframe src="//web.archive.org/web/20170716040811if_/http://www.facebook.com/plugins/share_button.php?href=http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742&layout=button&size=small" scrolling="no" frameborder="0" style="border:none;overflow:hidden;height:20px;width:58px" allowtransparency="true"></iframe> </div>  <div class="social social--iframe float-left pr-2 " aria-hidden="true"> <iframe src="https://web.archive.org/web/20170716040811if_/https://platform.twitter.com/widgets/tweet_button.html?url=http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742&counturl=http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742&text=The%20good%2C%20the%20bad%20and%20the%20ugly&size=m" scrolling="no" frameborder="0" style="border:none;overflow:hidden;height:20px;width:60px" allowtransparency="true"></iframe> </div>  <div class="social social--label social--whatsapp d-block d-sm-none float-left pr-2 " aria-hidden="true"> <a href="https://web.archive.org/web/20170716040811/whatsapp://send/?text=The%20good%2C%20the%20bad%20and%20the%20ugly%20-%20http%3A%2F%2Faurora.dawn.com%2Fnews%2F1140742">WHATSAPP</a> </div>  <div class="social social--comment social--label float-left pr-2 d-none d-sm-block " aria-hidden="true"> <a href="#comments">  0 Comments</a> </div>  <div class="social social--email social--label float-left pr-2 " aria-hidden="true"> <a onclick="$('.mailer [name^=id]').val(1140742);$('.mailer').modal().open()" href="javascript:void(0)">  Email</a> </div> <div class="mailer themodal themodal--centered" style="width:400px;height:260px;background:#fff"> <h3>Email</h3> <br/> <form class="emailer" method="post" action="/web/20170716040811/http://aurora.dawn.com/news/email/1140742" onsubmit="javascript:$.post(this.action, $(this).serialize());$(this).html('Mail sent, thank you!');return false;"> <input type="hidden" name="jscheck" value=""/> Your Name:<br/> <input type="text" name="sender"/><br/> <br/> Recipient Email:<br/> <input type="text" name="to"/> <br/> <br/> <input type="submit" value="Email"/> <input type="hidden" name="id" value=""/> </form> </div>  <div class="social social--print social--label float-left pr-2 d-none d-sm-block " aria-hidden="true"> <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/print/1140742">  Print</a> </div></div> <div class="px-2">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:728px;max-height:90px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-2" class="ad__wrapper__slot" style="width:728px;height:90px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-2'); });</script> </div> </div> </div> </div>  </div> <hr class="my-4 clear--both"/> <section id="comments" class="comments px-0 px-sm-4"> <h1 class="comments__label caps size-eight ">Comments (0) Closed</h1> </section> </div>  </article> </div> </div> </div> </div> </main> <aside class="pb-4">  <section class="widget theme widget-adsense " data-type="adsense" data-id="546"> <div class="widget__container "> <h2 class="widget__container__title "><span>Desk Mrec Top</span></h2> <div class="widget__container__body ">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:300px;max-height:250px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-3" class="ad__wrapper__slot" style="width:300px;height:250px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-3'); });</script> </div> </div> </div> </div>  </div> </div> </section>   <section class="widget theme widget-poll " data-type="poll" data-id="524"> <div class="widget__container "> <h2 class="widget__container__title "><span>Should Pakistani brands use Indian celebrities to endorse their products?</span></h2> <div class="widget__container__body "> <div id="widgetPoll-1294399"> <script src="//web.archive.org/web/20170716040811js_/http://static.polldaddy.com/p/8482390.js" defer></script> </div> <link rel="stylesheet" href="/web/20170716040811cs_/http://aurora.dawn.com/widgets/poll/_css/poll.20170528080408.css" media="all"></div> </div> </section>   <section class="widget theme widget-popular " data-type="popular" data-id="180"> <div class="widget__container "> <h2 class="widget__container__title "><span>Most Popular</span></h2> <div class="widget__container__body "> <div class="row"> <div class="col-12">  <article class="box story mb-4" data-id="1142034" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142034/a-fast-and-furious-competition"><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/thumbnail/2017/07/5964a173c024d.jpg" alt="A fast and furious competition"/></a></div> </figure>  <h2 data-layout="story" data-id="1142034" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142034/a-fast-and-furious-competition" class="story__link"><strong>A fast and furious competition</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142093" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142093/branding-pakistan"><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/thumbnail/2017/07/5964a8436128a.jpg" alt="Branding Pakistan"/></a></div> </figure>  <h2 data-layout="story" data-id="1142093" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142093/branding-pakistan" class="story__link"><strong>Branding Pakistan</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142103" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142103/flaunting-in-the-face-of-grief"><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/thumbnail/2017/07/596703a83b3d9.jpg" alt="Flaunting in the face of grief"/></a></div> </figure>  <h2 data-layout="story" data-id="1142103" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142103/flaunting-in-the-face-of-grief" class="story__link"><strong>Flaunting in the face of grief</strong></a></h2> </article>   <article class="box story mb-4" data-id="1142025" data-layout="story">  <figure class="media media--left col-sm-4 col-12 px-0 "> <div class="media__item "><a title="" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142025/retail-revs-up"><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/thumbnail/2017/06/593f84f792413.jpg" alt="Retail revs up"/></a></div> </figure>  <h2 data-layout="story" data-id="1142025" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142025/retail-revs-up" class="story__link"><strong>Retail revs up</strong></a></h2> </article>   <article class="box story mb-4" data-id="1141725" data-layout="story">  <figure class="media media--left media--stretch col-sm-4 col-12 px-0 " data-focus-x="0%" data-focus-y="0%"> <div class="media__item "><a title="" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1141725/architect-on-the-move"><img src="https://web.archive.org/web/20170716040811im_/http://i.dawn.com/thumbnail/2017/02/58b1267e21a1e.jpg" alt="Architect on the move"/></a></div> </figure>  <h2 data-layout="story" data-id="1141725" class="story__title size-five text--300 "><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1141725/architect-on-the-move" class="story__link"><strong>Architect on the move</strong></a></h2> </article>  </div> </div> </div> </div> </section>   <section class="widget theme widget-writers " data-type="writers" data-id="521"> <div class="widget__container "> <h2 class="widget__container__title "><span>Contributors</span></h2> <div class="widget__container__body "> <div class="text-center "> <h2 class="tag text-center text--400 bald "><a title="Talha bin Hamid" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3341/talha-bin-hamid" class="stroy__link">Talha bin Hamid</a></h2> </div>  <article class="box story " data-id="1142076" data-layout="story">  <h2 data-layout="story" data-id="1142076" class="story__title size-five text-center text--300 pb-4"><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142076/a-question-of-celebrity-endorsements" class="story__link"><strong>A question of celebrity endorsements</strong></a></h2> </article>  <div class="text-center "> <h2 class="tag text-center text--400 bald "><a title="Amber Arshad" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3256/amber-arshad" class="stroy__link">Amber Arshad</a></h2> </div>  <article class="box story " data-id="1142060" data-layout="story">  <h2 data-layout="story" data-id="1142060" class="story__title size-five text-center text--300 pb-4"><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142060/in-conversation-with-adeel-hashmi-head-of-tpl-maps" class="story__link"><strong>In conversation with Adeel Hashmi, Head of TPL Maps</strong></a></h2> </article>  <div class="text-center "> <h2 class="tag text-center text--400 bald "><a title="Rashna Abdi" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3373/rashna-abdi" class="stroy__link">Rashna Abdi</a></h2> </div>  <article class="box story " data-id="1141950" data-layout="story">  <h2 data-layout="story" data-id="1141950" class="story__title size-five text-center text--300 pb-4"><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1141950/10-commandments-for-creatives" class="story__link"><strong>10 Commandments for Creatives</strong></a></h2> </article>  <div class="text-center "> <h2 class="tag text-center text--400 bald "><a title="Ayesha Shaikh" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3241/ayesha-shaikh" class="stroy__link">Ayesha Shaikh</a></h2> </div>  <article class="box story " data-id="1142025" data-layout="story">  <h2 data-layout="story" data-id="1142025" class="story__title size-five text-center text--300 pb-4"><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142025/retail-revs-up" class="story__link"><strong>Retail revs up</strong></a></h2> </article>  <div class="text-center "> <h2 class="tag text-center text--400 bald "><a title="Faraz Maqsood Hamidi" href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/authors/3213/faraz-maqsood-hamidi" class="stroy__link">Faraz Maqsood Hamidi</a></h2> </div>  <article class="box story " data-id="1142036" data-layout="story">  <h2 data-layout="story" data-id="1142036" class="story__title size-five text-center text--300 pb-4"><a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/news/1142036/retail-therapy" class="story__link"><strong>Retail therapy</strong></a></h2> </article>  <p class="text-center m-0 pb-2"> <span class="tag size-three bald theme--cream-light more-link p-2"><a title="View More" href="/web/20170716040811/http://aurora.dawn.com/authors" class="">View More</a></span> </p> </div> </div> </section>  </aside> </div> </div> <div class="my-2 px-2">  <div class="ad " aria-hidden="true"> <div class="js-ad clearfix" style="text-align:center;margin:0 auto;overflow:hidden;max-width:728px;max-height:90px"> <div class="radWrapper ad__wrapper"> <div id="div-gpt-ad-1455520357400-1" class="ad__wrapper__slot" style="width:728px;height:90px"> <script>googletag.cmd.push(function() { googletag.display('div-gpt-ad-1455520357400-1'); });</script> </div> </div> </div> </div>  </div> <footer class="pt-6 theme--cream-light"> <div class="mx-2"> <div class="container-fluid"> <div class="row"> <div class="col-lg-7 col-12"> <div class="row"> <div class="col-4"> <div class="text-center">  <section class="widget theme widget-linkedimage " data-type="linkedimage" data-id="539"> <div class="widget__container "> <h2 class="widget__container__title "><span>Issue Sep-Oct 2016</span></h2> <div class="widget__container__body "> <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/3"><img class="col-12" src="//web.archive.org/web/20170716040811im_/http://i.dawn.com/widgets/upload-image-58eb1c354e17c.jpg" alt="Issue Sep-Oct 2016"/></a> <h6 class="widget__blurb text-center">March-April</h6> </div> </div> </section>  </div> </div> <div class="col-4"> <div class="text-center">  <section class="widget theme widget-linkedimage " data-type="linkedimage" data-id="531"> <div class="widget__container "> <h2 class="widget__container__title "><span>Issue May-June 2017</span></h2> <div class="widget__container__body "> <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/5"><img class="col-12" src="//web.archive.org/web/20170716040811im_/http://i.dawn.com/widgets/upload-image-5959e12d3ef75.jpg" alt="Issue May-June 2017"/></a> <h6 class="widget__blurb text-center">May-June</h6> </div> </div> </section>  </div> </div> <div class="col-4"> <div class="text-center">  <section class="widget theme widget-linkedimage " data-type="linkedimage" data-id="544"> <div class="widget__container "> <h2 class="widget__container__title "><span>Issue Jan-Feb 2017</span></h2> <div class="widget__container__body "> <a href="https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/1"><img class="col-12" src="//web.archive.org/web/20170716040811im_/http://i.dawn.com/widgets/upload-image-589c53ec132b3.jpg" alt="Issue Jan-Feb 2017"/></a> <h6 class="widget__blurb text-center">Jan-Feb</h6> </div> </div> </section>  </div> </div> </div> </div> <div class="col-sm-offset-4 col-sm-4 col-lg-offset-0 col-lg-5 col-12"> <div class="pb-4 text-center"> <ul class="nav"> <li class="nav__item"><a href="/web/20170716040811/http://aurora.dawn.com/subscribe"><img class="border" alt="Subscribe to Aurora" src="/web/20170716040811im_/http://aurora.dawn.com/_img/subscribe.20170716090811.png"/></a></li> </ul> </div> </div> <div class="col-sm-offset-2 col-sm-8 col-12"> <div class="mb-4"> <ul class="nav nav--aurora-footer text-center"> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/">Home</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/recent">Recent</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/agencies">Agencies</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/people">People</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/marketing">Marketing</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/creative">Creative</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/media">Media</a></li> <li class="nav__item"><a class="theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/trends">Trends</a></li>  <li class="nav__item"><a class="size-three caps theme--purple-light" href="/web/20170716040811/http://aurora.dawn.com/about-us">About Us</a></li> </ul> </div> </div> <div class="col-12"> <div class="footer--note size-two text-center mb-4"> <p> For questions regarding subscription and timely delivery, please contact on the following numbers or visit <br/> (ISB) +92-51-220-2701-5 • Plot 12, Sector G-7/1 Mauve Area, Near Zero Point Islamabad, 44000 <br/> (KHI) +92-21-3561-3066/7 • Haroon House Dr. Ziauddin Ahmed Road Karachi, 74200 <br/> (LHR) +92-42-3575-8120-25 • 20-N, Gulberg II Lahore, 54660 <br/> <a href="https://web.archive.org/web/20170716040811/http://www.dawn.com/terms">Terms and Conditions</a> • <a href="https://web.archive.org/web/20170716040811/http://www.dawn.com/privacy">Privacy Policy</a> <br/> </p> <img class="compunode" src="/web/20170716040811im_/http://aurora.dawn.com/_img/compunode.png" style="width:100px" class="my-4 py-4"/><br/><br/> </div> </div> </div> </div> </div> <script src="//web.archive.org/web/20170716040811js_/http://ajax.googleapis.com/ajax/libs/jquery/1.12.4/jquery.min.js" defer></script> <script src="//web.archive.org/web/20170716040811js_/http://platform.twitter.com/widgets.js" defer></script> <script src="/web/20170716040811js_/http://aurora.dawn.com/_js/all.20170714163909.js" defer></script>  <script type="text/javascript"> _atrk_opts = { atrk_acct:"1DJ3k1acFH00UN", domain:"dawn.com",dynamic: true}; (function() { var as = document.createElement('script'); as.type = 'text/javascript'; as.async = true; as.src = "https://web.archive.org/web/20170716040811/https://d31qbv1cthcecs.cloudfront.net/atrk.js"; var s = document.getElementsByTagName('script')[0];s.parentNode.insertBefore(as, s); })(); </script> <noscript><img src="https://web.archive.org/web/20170716040811im_/https://d5nxst8fruw4z.cloudfront.net/atrk.gif?account=1DJ3k1acFH00UN" style="display:none" height="1" width="1" alt=""/></noscript>   <script type="text/javascript"> var _sf_async_config = _sf_async_config || {}; /** CONFIGURATION START **/ _sf_async_config.uid = 62163; _sf_async_config.domain = "dawn.com"; _sf_async_config.useCanonical = true; _sf_async_config.sections = "aurora.dawn.com,Agencies,Opinion"; _sf_async_config.authors = "Shazia Khan-3272,Atiya Zaidi-3277"; /** CONFIGURATION END **/ (function(){ function loadChartbeat() { window._sf_endpt = (new Date()).getTime(); var e = document.createElement('script'); e.setAttribute('language', 'javascript'); e.setAttribute('type', 'text/javascript'); e.setAttribute('src', '//web.archive.org/web/20170716040811/http://static.chartbeat.com/js/chartbeat.js'); document.body.appendChild(e); } var oldonload = window.onload; window.onload = (typeof window.onload != 'function') ? loadChartbeat : function() { oldonload(); loadChartbeat(); }; })(); </script>   <script type="text/javascript"> if (typeof $ !== 'undefined') $('.story__content a').click(function(){ga('send','event','story','click','links');}); if (typeof $ !== 'undefined') $('.social--whatsapp a').click(function(){ga('send','event','story','click','whatsapp');}); if (typeof $ !== 'undefined') $('.social--print a').click(function(){ga('send','event','story','click','print');}); if (typeof $ !== 'undefined') $('.social--email a').click(function(){ga('send','event','story','click','email');}); if (typeof $ !== 'undefined') $('.story__meta a').click(function(){ga('send','event','story','click','author');}); if (typeof $ !== 'undefined') $('.widget-linkedimage a').click(function(){ga('send','event','linkedimage','click','https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/3');}); if (typeof $ !== 'undefined') $('.widget-linkedimage a').click(function(){ga('send','event','linkedimage','click','https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/5');}); if (typeof $ !== 'undefined') $('.widget-linkedimage a').click(function(){ga('send','event','linkedimage','click','https://web.archive.org/web/20170716040811/http://aurora.dawn.com/issue/2017/1');}); </script>  </footer>  </body> </html>

CINXE.COM

The good, the bad and the ugly - Agencies - Aurora