What can clients expect form the Agency of the Future (#AOTF). Omar Abedin - CEO Starcom Mediavest Group Pakistan talks to the Marketing Association of Pakistan.

1. What clients can expect
from #AOTF

2. The world around us is
changing faster than ever.
• FAMINE
3100 BC
Wheel
1430
Printing Press
1876
Telephone
1050 BC
Compass
1830
Railroad
1885
Automobile
1920
Electricity
1928
Penicillin
1960
Computer
1980
Mobile Phone
1990s
Internet
BASIC NEEDS – BE SAFE FROM: (Yuval Noah Harari)
• PLAGUE
• WAR

3. BASIC NEEDS – BE SAFE FROM:
FAMINE PLAGUE WAR

4. The world around us is
changing faster than ever.
• Immortality
3100 BC
Wheel
1430
Printing Press
1876
Telephone
1050 BC
Compass
1830
Railroad
1885
Automobile
1920
Electricity
1928
Penicillin
1960
Computer
1980
Mobile Phone
1990s
Internet
EVOLVED NEEDS:
• Bliss
• Divinity
2017

5. EVOLVED NEEDS:
DIVINITYBLISSIMMORTALITY

6. CUSTOMER EXPECTATIONS
THEN NOW
1. CONVENIENCE One-Click Dash Buttons
2. PERSONALIZATION Perfect the Customer Journey Optimize Micro-Moments
3. SPEED Overnight Shipping Same-day Satisfaction
4. EFFICIENCY Hunt and Peck Voice Recognition
5. EMPOWERMENT Customer Reviews Response to Comments
6. SEAMLESSNESS Wearables and Apps Nearables
7. EASE PayPal Apple Pay
8. AUTHENTICITY Solid History True Transparency
9. AFFIRMATION Feeling of Cool Feeling of Meaning

7. HOW DO WE AS BRANDS KEEP UP?

8. HOW DOES #AOTF ENABLE BRANDS
IN PAKISTAN TO KEEP UP?
PROCESSCULTURE TOOLS

9. Vs.
Collaborative
Fostering positive
Relationships
Trust in expertise
Pay For Performance
Professional Environment Accountability
Reporting
BD/EPD
Audits
CULTURE
Ownership
EBI
Recognition
Awards
Incentives

10. PROCESS
Brand plan with KPIs
Consumer journey
Brand idea brief
BRAND IDEA Connections plan
Content plan
Measurement
Framework
Go to market with
Connections,
Content and
Measurement plan
BRAND
CONNECTIONS
& CONTENT
PLAN
BRAND
IDENTITY
BRAND
SUCCESS
PLAN
BRAND
IDEA
BRAND
EXECUTION
Intended to last
5+ Years
Intended to
last
3+ Years
Note:

11. Data Management
Platform
(DMP)
Demand Side
Platform
(DSP)
TO LS
Reach
Over 19 million unique
Pakistani cookies
Targeting
Over 1000
audience sets
Synergy
Management of 1st, 2nd & 3rd
party data with synergy across
web, mobile, email, social and
offline
Reach
Global frequency capping
to maximize reach
Targeting
Enhanced
targeting
Synergy
Brand & Creative rotation
with unified media plan
reporting

12. Business Intelligence database
and visualization dashboard,
centralizing all available brand
data.
Proprietary
Industry
Consumer media consumption
and attitudes and
psychographics
Radio audience measurement
Video consumption trends,
statistics and insights
Tracks competitors
Determines most effective
placement
Tools to assess the marketplace to
make educated and informed decisions.
TO LSMONITORING

13. Tools to inform planning strategy
to ensure best ROI for clients.
TO LSPLANNING
Identifying the number of
exposures required to effectively
deliver the message
Optimizes (cost) of a TV schedule
against Reach @ EF
Reach-based Media Mix Selection
and Budget Allocation
Campaign flighting strategy tool to
deliver against Sales or Brand KPIs
Proprietary
Identifies forecasted Impression
share, CPC, CPM and search
volume on Google
TV Planning and Optimization
tool backed by Media Monitors
rating data
Identifies audience reach &
frequency within given budget.
Allows for booking of any
objective based campaigns
Industry

14. Industry
Ad-serving software that allows
for digital performance tracking
Google’s Mobile ad serving
platform covering in-app and
native placements and reporting
Allows for tracking and
measurement of digital
advertising ROI
Allows for booking of any
objective based campaigns
Proprietary
Operational and Financial
Management system
Tracks Print activity across the nation
Tracks OOH activity across the nation
Tools to assess performance for future learnings
and optimizations. Fostering transparency.
TO LSREPORTING

15. 15
PROCESSCULTURE TOOLS

16. 16
!Brands in Pakistan need to get CREATIVE
to fulfill the future needs of Pakistanis!
DIVINITYBLISS
IMMORTALITY

17. Thank you