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Agencies responded by designing marketing activities, optimised to deliver the biggest bang for their buck in terms of cost per contacts. In all this hoopla, we collectively managed to critically wound, if not kill, the ‘experience’ part of experiential marketing.

To maintain their connection with their audience, radio stations need to sustain a stream of creative programming and be constantly attuned to what they want. Audiences want to be a part of the global conversation; they want information; they want to share their opinions and they want to be entertained.

Finding good quality is indeed the challenge and to date the most reliable indication of quality I could find is, well, the brand. Costs easily $10 for a single driver, but that one will last longer than a 10-pack of cheapo-chinese stuff. And it won’t do the worst a screw driver can do: damage the screw head even if properly used.

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The industry had the arduous task of building a talent pipeline. At that time, Pakistan went through its share of political and social turmoil. Consequently, there was a massive brain drain. People such as Karim Rammal (although the son of an owner was the first professional CEO of an international agency) to amazing talent such as Qaiser Bachani, Wahab Ghaznavi, Yasir Riaz and Cyma Zulfiqar, left the country to pursue international careers.

Mobilink played a primary role in the development of Pakistan’s pre-paid market with the establishment of their iconic Jazz brand, launched in 1998. Their approach was unique at the time. They introduced the concept of the ‘Jazz Girl’ with the sultry and sensual image of Iman Ali at the centre of the campaign. The concept was shrewd enough to differentiate the service from the Indigo brand while at the same time, maintain the ‘exclusivity’ of being on the Mobilink network. For many, many years, Jazz remained a truly aspirational brand.

Here’s a link to a gokart (power racing series) that uses printed steering elements, including wheel mounts. While the end result was printed with the fiber-reinforced parts from a markforged printer, I believe the end result after a weekend of racing was complete success:

To sum up, brand teams need to make a serious call regarding where they draw the line on compensation. They need to ask how important quality creative is. They also need to dwell upon what quality creative actually is, and how it impacts their brand. To be fair to the CMOs, yes there are agencies which produce poor work and are incapable of doing anything better. To be honest, they are not structured to deliver insightful and relevant work. I know this because I have worked for some of them.

With hundreds of reviews logged on Amazon, the Craftsman 17-Piece Screwdriver Set has a stellar 4.6-star average rating. A customer named Mike loved that the kit had "both Phillips and flat head screwdrivers in all sizes for almost any job." An owner named Jill added that the "set will last you many years."

The rise of consumer banking fed an almost insatiable urge among Pakistanis for brands in terms of automobiles (including Honda, Toyota and Suzuki), consumer durables and electronic appliances such as Haier, Orient, Pel, Super General and Waves. With the opening of the economy and the entry of foreign brands, banks capitalised on both, secured and unsecured lending with a ballooning portfolio of credit cards, personal loans, auto-financing and even mortgages.

I am full blown tool junkie. I admit it. When Jason requested something about tools my day was complete. When I go to the hardware store, employees smile and hand me things. Things like a 30 dollar “military grade” flashlight. Not sure what a military grade flashlight does, but sometimes curiosity wins and the bank account loses. I could write 1,500 pages on this subject but I promised not to. So, in the spirit of sticking to my assignment, here are five items that make life in the tiny garage so much easier.

There are two versions: Version I has a flat top with a large operating area for switches, push buttons and touch displays. Version II features a smooth sloping top inclined at 12° for desktop applications (it can be specified with or without a recess to accommodate a membrane keypad or product label). The new 150 size is available only as Version I with the flat top.