Exploring Marketing Realities in Guest Speaker Session at SBS: Insights from the Executive Creative Director at IAL Saatchi & Saatchi

November 22, 2023: We hosted a session at SBS with Dr. Asim Shabir, PhD., Assistant Professor and Program Coordinator for MS Marketing, and Ms. Fiza Shah, Executive Creative Director at IAL Saatchi & Saatchi, one of the biggest agencies in Pakistan. The session explored marketing strategies, offering valuable insights into brand challenges and creative solutions.

Ms. Fiza discussed the pivotal role of creative agencies in addressing brand challenges, known as the "BRIEF" in advertising. Understanding the brand's background, objectives, and challenges is essential for crafting successful marketing strategies.

Sharing experiences with top brands, she emphasized the importance of category insights and understanding the target audience for impactful campaigns. Ms. Fiza Shah illustrated the role of data in shaping marketing strategies, using an example from the FMCG sector.

Highlighting the agency's role, she discussed creating unique spaces for brands, ensuring a distinct market presence. The speaker also emphasized the continued relevance of traditional marketing alongside digital strategies.

The session was interactive, with students actively participating and posing insightful questions. This engagement added dynamism to the enriching discussion.