Pakistan Advertisers Society

INTRODUCTION: Pakistan Advertisers Society (PAS) collectively speaks for the common interest of the advertisers and is representative of 75% of the ad-spend of Pakistan.
Chartered in 1996, PAS is governed by a board of Council Members and directed by an Executive Director. The prime objective of PAS is to 'empower its members' in dealing with the government, advertising agencies, media and other organisations integral to the advertising industry. It believes in promoting the spirit of mutual-support for mutual-benefit among its members.
It aspires that advertising is efficient and effective for the advertiser; rewarding for the media, agencies and associate suppliers, and true, honest and equitable to the consumer.
PAS Vision A unified voice of advertisers; advocating and safeguarding their common interests and ensuring ethical and responsible practices in pursuit of excellence in the field of advertising
PAS Credo It will promote the true value of advertising
---- It will defend and safe guard the common interest of all the advertisers of Pakistan
---- It will be committed as a self regulatory body to promote and ensure responsible and ethical advertising
---- It will stand, to the best of its ability, for the legal and legitimate right of the advertisers to communicate freely
---- It will advocate professional and transparent practices in all the processes of advertising
---- It will pledge true, honest and equitable advertising to the consumer
---- It will aspire that advertising is effective and efficient for the advertisers and rewarding for the media, agencies and its associate suppliers
---- It will build alliances and information network at national, regional and global level
---- It will strive constantly towards excellence in the field of advertising
AIMS & OBJECTIVES "To promote the value of advertising"
---- To make realise the government, the consumers and the society at large the importance of advertising and the role it plays in economic development and increasing awareness through communication encouraging consumers "right to choose".
---- "Play a role of self-regulatory body"
---- Implementing Code of Advertising Practice amongst its members that is acknowledged and respected by agencies, media and other marketing suppliers to promote ethical and responsible practices in the field of advertising.
---- To ensure that the right of advertising is a responsibility towards the consumers and is not taken for granted and seek public trust in advertising.
---- To implement a code of conduct within the advertising partners to ensure transparency at all levels of operations.
---- "Defend and stand for the legitimate rights of advertisers ensuring freedom of ethical and responsible advertising and all other commercial communication"
A lobbying body playing a dominant and an effective role in regulatory, legislative and media policy making with the government, agencies, media and others ensuring every advertiser to advertise freely, openly and responsibly without undue hindrance or constraint.
"Strive for excellence in advertising" Creating knowledge centre by initiating training programs, publications, seminars, workshops and conferences to foster a refined and superior class of advertising professionals that will raise and represent Pakistan's advertising industry at a global level.
"Optimize advertising communications" Piloting research studies and establishing best practice, operational and strategic, guidelines to encourage accountability, standardise advertising practice and get better value for the ad spend.
Establishing measurement and rating systems across all communication mediums Stimulating maximum effectiveness and efficiency in realm of emerging media and technologies "Building bridges: Peers who have all to gain in talking to each other"
Establishing national, regional and global alliances aiming towards a common goal Identifying areas of common interests and concerns of the advertisers and developing information gathering and relaying system Sharing experiences and benchmarking performances, vis-à-vis their peers in their industry, their agencies and their counterparts across numerous markets.
Members Benefit Programme Pakistan Advertisers Society (PAS) provides to its members a comprehensive "Members Benefit Program". The objective of the various programs of MBP is to provide our corporate members with educational, technical and advisory services that are useful in day to day conduct of business and nurtures professionalism in the industry.
The various programs of MBP are:
PROFESSIONAL ADVANCEMENT PROGRAM (PAP) The professional advancement program of PAS constitutes of specialised interactive training workshops and sessions, seminars and conferences and research briefings that are highly focused in content and exclusively designed to train the executives in the field of advertising.
PAS can also tailor any regularly scheduled advertising training program to fit your unique needs, including company-specific case studies, or create new training programs on any topic you choose. Here, the advertiser will have the advantage to control the content and environment, ensuring that confidentiality is protected on proprietary information.
BEST PRACTICE TOOLKITS The Best Practice Toolkits are acutely researched industry manuals or guides that are developed by PAS for its members to standardise and optimise advertising processes. These are put together in collaboration with the global affiliates of PAS and are extremely useful in outlining practices across the board.
RESEARCH DEVELOPMENT Research is a key to effective and efficient advertising and so is an important element of the PAS Member Benefit Program. PAS piloted research projects cover media and consumer insights, media measurement and rating systems and other qualitative and quantitative analysis that help the professionals in designing successful campaigns.
KNOWLEDGE / RESOURCE CENTRE PAS functions as a knowledge centre for its member advertisers. It is a source of reference material on every subject of advertising. Through our publication it brings to our members global trends and practices to benchmark our credentials and performances to achieve accomplishments at international level.
PAS HELP DESK Committed to answer all the needs of its member advertisers, PAS offers a valuable service of a 'Help Desk'. The help desk takes on queries from its members and advises on self-regulatory practices, legislative policy developments, media affairs, client-agency relations and other matters pertaining to advertising.
MEMBERS FORUM PAS Members Forum are networking evenings, expert briefings, luncheons and other gatherings for members to interact, discuss trends, confer issues and share experiences and most importantly to stand unified. It is also a valuable source of constant input for the workings and direction of the society that stands resolute to serve its members and the advertising industry.
International Affiliation World Federation of Advertisers (WFA) Establishing national, regional and global alliances and aiming towards a common goal is one of the important directives of PAS. Under this, PAS holds a full fledge members status of World Federation of Advertisers (WFA).
WFA is the only global organisation representing the common interests of marketers across five continents. It is a unique world wide network of 55 National Advertiser Associations and over 40 of the world's top 100 marketers constituting around 90% of global marketing communications, totalling almost US $700 billion annually.
Incorporating more than 10,000 businesses operating in a broad spectrum of sectors, it brings to the society and its members:
---- insights on emerging opportunities and threats across the world
---- support from the international community of advertisers on issues of significance
---- vast resources of knowledge and expertise
---- research and best practice guidelines and updates on new developments
---- in the field of commercial communications
---- global networking
WFA Mission..."The WFA defends the common interests of its members and as such promotes the free circulation of goods and services, including a company's right to unimpeded, responsible commercial communication."
ORGANIZATION CHAIRMAN
---- Aly MustansirHead of Brand Management
---- Habib Bank Limited
VICE CHAIRMAN
---- Usman JavaidDirector Marketing
---- Telenor Pakistan
SECRETARY
---- Abrar HasanChief Executive Officer
---- National Foods Limited
EXECUTIVE DIRECTOR
---- Qamar AbbasRawalpindiwala
COUNCIL MEMBERS
---- Tahir MalikCountry Manager, Reckitt Benckiser
---- Amir ParachaDirector Marketing-HPC,
---- Unilever Pakistan
---- Jahanzeb TajVP, Marketing, Mobilink
---- Feriel Ali Mehdi
---- Chief Executive, ZIL Limited
---- Fuad ChundrigarVP Marketing, Engro Foods
---- Farooq Ahmad ShaikhGM, Marketing, Tapal Tea
---- Khurram KoraishyDirector Marketing, PepsiCo Intl'
---- Naveed A. KhawajaCOO, English Biscuits
Manufacturers
---- Faisal SubzwariCountry Manager, P&G Pakistan
---- Shabeeh IkramCountry Manager, Johnson & Johnson
---- Shaheen SadiqHead of Communications, Nestle Pakistan.
List of Members
1. Asian Consumer Care (Dabur)
2. Burj Bank
3. Coca-Cola
4. English Biscuit Manufacturers
5. Engro Foods
6. Faysal Bank
7. GlaxoSmithKline Pakistan Ltd.
8. Habib Bank Limited
9. HSBC
10. Indus Motors
11. Ismail Industries
12. Johnson & Johnson
13. Mobilink
14. National Foods
15. Nestle Pakistan
16. Nokia Pakistan
17. Packages Limited
18. Pakistan State Oil
19. PEPSICO International
20. Procter & Gamble Pakistan
21. Qarshi Industries
22. Reckitt Benckiser
23. S. C. Johnson
24. Shan Foods
25. Syngenta Pakistan
26. Tapal Tea
27. Telenor
28. Trakker Group
29. Unilever Pakistan
30. Ufone
31. ZIL