Staff Reporter
Lahore
The three-day 31st AdAsia 2019 opened at Alhamra Arts Council on Tuesday. The speakers of the inaugural session deliberated upon the opportunities and challenges of technology and communication in the new world. They said the AdAsia 2019 has turned into a platform for global leaders to share their business practices and strengths.
A special feature of the event was a detailed and live interview of a British businessman and founder of the world’s largest advertising and PR group, WPP plc, Sir Martin Sorrell by the renowned anchor person of CNN International Richard Quest.
The theme for the congress is “Celebrasian: Celebration of Advertising and Creativity in Asia”, and the communication has been designed keeping the theme and design elements from Pakistan in mind. The conference would continue up to today (December 5, 2019), when President Dr Arif Alvi expected to attend the concluding session of the mega event.
Meanwhile, our correspondent Amraiz Khan reports that the Asian Federation of Advertising Associations (AFAA) has also conferred its ‘Leadership Award’ on the Chairman of English Biscuit Manufacturers (EBM) – Khawar Masood Butt, during its conference in Lahore. This award was presented in recognition of his tremendous contributions to the marketing and advertising industry of Pakistan as well as his good governance resulting in EBM’s successful growth over the years. The CEO & MD of EBM – Dr. Zeelaf Munir received this award on behalf of Khawar Butt.
Sarmad Ali, President of Pakistan Chapter of International Advertising Association, Chairman of the organizing committee for AdAsia 2019, while talking on the occasion said that despite security concerns placing the event in Lahore played its part in calming any worries, paving the bid forward. We want to make it a big event, it’s not about AdAsia, it’s also about Pakistan – we want people to see the real Pakistan – we believe there is a Pakistan beyond what the Western media presents us.
Khawar has continued to make remarkable contributions to the nation’s cultural and commercial progress. EBM has always supported entrepreneurship, education, health, sports, arts and advertising endeavors thus reflecting his passion for excellence as well as his ability to identify opportunity and talent. He is also famous for creating the legendary character of Peek Freans the Pied Piper, which to-date, continues to make a positive impact, consequently making him one of the most inspirational entrepreneurs of today.
The Founder of EBM expressed his gratitude to the stalwarts of the Advertising and marketing world for acknowledging his efforts and vision that inspired EBM’s growth over the years. He stated, “The development of marketing and advertising professions has gained great momentum across the world, while the rapid evolution and deployment of technologies have also revolutionized communications in Pakistan. Amid all these changes, EBM remains committed towards staying at the forefront of innovation and progress in Pakistan and keeping the country at par with global standards of performance and quality.
While Mr. Butt continues to nurture strong bonds within the business community, especially the advertising & marketing sectors, he had also played a pivotal role in orchestrating AdAsia conference, which was held in Pakistan in 1989. He is also credited with being one of the first few advertisers for television and assisting in the growth of some of Pakistan’s earliest TV channels. For Mr. Butt, advertising has always held enormous power to spread socio-political awareness among the masses, while also making the economy more sustainable. During this auspicious event, EBM’s vibrant new logo was also introduced to the audience, while Dr. Zeelaf Munir highlighted the idea behind this change by stating, “This fresh corporate-identity celebrates our brand-purpose: ‘nourishing lives, hearts and communities’. The symbol combines three unique elements that form the ‘Heart’ of our brand, with an optimistic sunrise that shows a dynamic, engaging and distinct character of the enterprise and finally, a human touch that promises a brighter future. It is EBM’s privilege to present its new identity during this grand marketing endeavor.” She appreciated the organizers for once again bringing back a global forum like AdAsia to Pakistan and said, “EBM is committed to continue supporting any forum that helps to elevate Pakistan’s image internationally”.
Sir Martin Sorrell, global digital media trailblazer, in a conversation with Richard Quest, CNN’s foremost international business correspondent and host of Quest Means Business, at one of the sessions at the inaugural day of AdAsia Lahore 2019 conference. The two experts, who are dubbed as the most forthright corporate speakers, shed light on the world business and digital media roadmap.
Martin Sorrell spelled out the global business and digital media roadmap, outlining importance of emerging communication tools and integrity of top industry leadership as key areas shaping up international commerce landscape.
Sir Martin Sorrell is founder of the world’s largest advertising group, WPP, which owns GroupM, J Walter Thompson, Ogilvy, Grey and Y&R. The WPP and Martin Sorrell have been synonymous for over three decades. Sir Martin Sorrell led WPP as the chief executive officer (CEO) for 33 years. He took on a million-pound company and transformed it into the world’s largest advertising and marketing services company, boasting revenues in excess of 15 billion pounds and a company strength of over 200,000 across 113 countries today. Sir Martin set up the S4 Capital in May 2018 just a month after quitting the WPP, the advertising group he founded three decades ago.
The event is being organised after 30 years in Pakistan and Lahore. In 1989, when the event first came to Pakistan, Jabbar was the chief organiser and Sarmad Ali, the current organiser, was a grooming young talent.
Javed Jabbar said that advertising had always been part of the media, but its paid contents depict the story of the sponsor. The other part of the media, he added, is the news content. He said both should remain separated but, unfortunately the advertising part had started influencing the news content. He said we should promote and appreciate creative advertisers.
AdAsia is the largest and most prestigious advertising congress in Asia, organized bi-annually, since 1958, by the Asian Federation of Advertising Associations (AFAA). The AdAsia 2019 was graced by the most distinguished personalities from the global business community and speakers like; Randi Zuckerberg, Sir Martin Sorrell, Lord William Hague, Richard Quest, Fernando Machado, Vange Kourentis, Tom Goodwin and many more.
