GREY Pakistan Attends Pakistan Advertiser’s Society (PAS) Annual Conference, MADsemble

Above (left to right): Yawar Iqbal NCD Grey Pakistan, Måns Tesch CSO Grey AMEA, Tahir Yusuf MD, Grey Pakistan, Zunair Muzaffar associate planning director, Grey Pakistan)

PAS hosted its Annual Conference ‘MADsemble’ in Karachi on 20, 21st September 2023. MADsemble gathered seasoned marketing, advertising, and media professionals of Pakistan with a great line-up of local and international speakers. 

Måns Tesch, Grey’s chief strategy officer for Asia Pacific, Middle East & Africa was invited as a guest speaker by PAS for a session on ‘Why Famously Effective brands keep looking for trouble’.

“Our industry’s obsession with chasing tech-driven efficiencies through performance marketing, automation and AI overshadows what sets successful brands apart – the confidence to believe in the power of counter-intuitive thinking and leaps of imagination, to defy the linear, logical and rational solutions that only succeeds in creating a safe passage into mainstream obscurity. The world’s most Famously Effective brands are always looking for more thorny, more meaningful problems to address through counter-intuitive, unreasonable creativity. Distinctive solutions that set the brand apart in popular culture are the key ingredient of Famously Effective ideas - ideas that deliver growth by moving people, business, and the world forward.”

Måns also participated in a panel discussion on the evolution of messaging – “Don’t Kill the Messenger”

Yawar Iqbal, national creative director – GREY Pakistan, moderated a creative session "The Value of Creativity: How Innovation Leads to Business Success". A candid conversation with industry opinion leaders on the power of a ‘great idea’ and how it can result in great business success. The moderation covered the pressing issue of the stagnant creativity in Pakistani advertising and who killed a good idea. The panel covered a wide range of speakers from agency owners to film directors to brand heads and creative leads. The conversation concluded with the panel highlighting the lack of courage and the lack of trust in the creative voice.