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We know mothers go online to look up nutritional needs or chat with other mothers. We started in print only, then slowly moved to TV and radio; now we have moved to digital. In terms of the media mix, TV at one point accounted for about 60% of our spend, but since last year, this has declined.

That visual inspired me and Hameed Haroon. We spent hours in the studio having intense discussions before finalising the melody.

The process of acquiring an affiliation is lengthy and tedious but at the end of the day, a good deal makes it worthwhile. In most cases, affiliations help agencies acquire business through aligned accounts, but the most important things they bring to a business are the systems and financial controls that help streamline work and day-to-day operations. In an affiliated setup, the emphasis is on future planning and close monitoring of the KPI’s to ensure targets are achieved and critical decisions can be taken in a timely way.

As consumers of brands, we have come a long way in the last 30 to 40 odd years. Gone are the days when we accepted advertising at its word, didn’t read brand labels and assumed that big (and small) businesses always functioned in moral and ethical ways. We now live in the age of the ‘better informed, more sceptical and less likely to take bullshit from brands’ consumer. And just how did we get here? In a word: technology.

Swingarm. Husqvarna’s swingarm has considerably different dimensions from the KTM swingarm. It is stiffer than the KTM swingarm, but the two swingarms are interchangeable because we have seen KTM race bikes with Husky swingarms.

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Aluminum extrusion beams are no stranger to these pages. We have a general overview of them and we have seen so many projects using extrusions, like satellite trackers, Rubik’s cube solvers, and automated drone charging stations. Many popular 3D printers have frames of aluminum extrusion as they offer higher strength and superior dimension tolerances than 3D printed plastic.

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They knew that as long as the quality of their products was superior to the competition, they were pretty much set. In fact, well into the seventies, savvy consumers could easily distinguish between a high-quality and a shabby product. So, as much as we like to complain about what we buy, it is a fact that we are living in a golden age of quality products.

It is said that the 1960s ‘Mad Men’ era started the global branded revolution. The first wave of this branded storm hit Pakistan in the late seventies and led to a transformation in client and agency organisation and relationships and ultimately defined modern day marketing.

The crux of living in any vehicle is storage. My solution is a Thule roof box. With 16 cubic feet of space, the box provided enough room for a couple pairs of skis, tents, packs, and climbing and camping gear. It’s easy to open, locks securely, and doesn’t wreck my gas mileage, which I appreciate. It’s also a great way to limit the gear I bring along.