OKW’s new smaller EVOTEC designer instrument enclosures | Hex Washer Head Screw

Oddly, most agency owners failed to spot the opportunity this presented. However, along the way, something happened independently that forced the advertising agencies to look at digital as a viable source of revenue.

This required both understanding the target consumer and providing a ‘branded proposition’ that offered not only functional but emotional value. Over time, the emotional value would create a buffer against functional parity. As long as a brand was perceived to offer superior value, it could charge a little more. If this brand advantage was higher than the cost of building the brand (additional staff and advertising costs), the company came out ahead.

The formula for most activations was accordingly adjusted; custodians realised that if the activations were engaging, people would post about them, enabling a ‘multiplier effect’ online. The cost per contact was now being addressed by an online footprint as well, thereby unshackling it from strict activation targets. This helped brands refocus on creating a richer experience, even if it came at a higher cost and paved the way for visually engaging activations that encouraged people to whip out their phones, take a picture and post it.

Along with adapting to global influences, the advertising profession had to withstand the peculiarities of Pakistan’s own trajectory; the periods of economic boom and bust, the cycles of instability and the systemic uncertainties that suppress an innate optimism to do and think big. After all, it took an American-owned agency to instil in its people the belief that they could, and in so believing, they brought back to Pakistan, a Clio and a Cannes Lion. Yet, if the proof is to be found in the pudding, consider that ad spend in Pakistan went from zero in 1947 to approximately four million rupees in 1966 (Gallup Pakistan).

The needles have to do their job without interfering with the AED’s ability to monitor the heart’s rhythm and decide whether a shock is necessary, according to the team. The current must also be kept low enough to prevent burns.

Marketers should look at undertaking brand activation on air and thereby create a situation where the brand and the audience come together. Giveaway competitions will ensure the product is frequently mentioned and provide top of mind recall, while at the same time, enabling the radio station to offer a new experience to its audience.

Mauser Packaging Solutions, a global leader in solutions and services across the packaging lifecycle, has launched the first medical waste container made of 100% recycled plastics generated from post-consumer packaging waste. The innovative concept has been awarded the 3rd prize in the 2018 NENnovation Award presented by the Dutch Standardization Institute NEN.

Lahore’s film industry contributed immensely to the development of hand-painted boards – and some of us may still remember the large format Maula Jatt (Sultan Rahi) and Anjuman portraits painted on cinema façades and their impact in drawing in the crowds.

OKW has launched its new EVOTEC designer table-top plastic enclosures for tough working environments.

In today’s multiplex cinema world, it is difficult to imagine how vibrant cinema was in the first three decades of a new country – Pakistan. From once there being between 1,500 and 2,000 cinema theatres across Pakistan, the number has, in the last 10 years, dwindled to less than 300, of which 70 are expensive multiplexes. This, when the worldwide audiences for cinema are rapidly increasing.

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“Substrates in the polyolefin family, such as polypropylene, high-density polyethylene and low-density polyethylene, are very easy to work with and inexpensive; but, they have very low surface energy, which can make them challenging to bond without the right adhesive and primer combination,” warns Scott.