In an evening packed with the leading lights of Pakistan’s marketing and advertising world, and graced by the Federal Minister for Information and Broadcasting, Parvez Rashid, Adcom Leo Burnett surged to win 8 trophies while Adcom Zenithoptimedia won 1 award at the 6th annual Pakistan Advertising Society (PAS) Awards ceremony.
PAS Awards are considered to be the highest acknowledgement of marketing excellence in the country. Adcom, which has a history of sweeping various creative awards in Pakistan, has been a regular winner at PAS. But this year, it won the highest number of awards ever by a single agency.
It took away 9 awards in 6 categories, leaving its CEO, Imran Syed, beaming with joy. Talking to the media after the sweep he said: “we are humbled by this acknowledgement. Kudos to the team. We are hugely motivated to work with clients to help take Pakistan’s communication industry to the next level.”
The most hotly contested category was Best in Digital, which declared two winners, both from Adcom for Telenor EasyPaisa and Garnier! It clearly positioned both Adcom LeoBurnett and Adcom ZenithOptimedia at the forefront of integrated digital communications, the most aggressively growing space in the industry. Last nights wins clearly showcase the agency’s leadership and excellence in combining the power of strategy, creative, digital and media.
The agency’s work for Samsung was acknowledged by an award in the telco hardware category, as well as the Best National Campaign, and Campaign of the Year trophies. They also won in the food and dairy category for Tarang, Desserts category for Omore, Culinary category for Onnaaj and Fashion category for Borjan.
The ceremony was preceded by a Red Carpet lounge where fashion and showbiz bigwigs and celebrities such as Atiqa Odho, Sheheryar Munawwar, Gia Ali, Amna Ilyas, Yousuf Bashir Qureshi, Sohai Ali Abro and Munna Mushtaq, besides socialites and advertising royalty walked its length to give spot interviews and be photographed by the media. The stage area itself was interspersed with banquet tables and a resplendent red curtain dividing the stage into two halves, the front half being where the actual awards ceremony took place while the back half was revealed during the many performances that dotted the ceremony.
As for the nominations and winners in 20 regular categories, seven special categories and three special awards, Adcom Advertising walked away with the most wins while Engro Foods won in all the three categories it was nominated in, as pointed out gleefully by a corporate representative.
Tariq Ikram (Sitara-i-Imtiaz) received a Lifetime Achievement award presented by Senator Pervaiz Rasheed, which was received by his son Ali Tariq.
The incorrigible duo of Vasay Chaudhry and Ahmed Ali Butt hosted the ceremony later joined by co-host Rubya Chaudhry and others while the performances included a medley by Ali Azmat, a mentalist performance titled ‘The Other Side’ by Shaheer Khan, who claims to have harnessed the power to read people’s minds and effectively predict the future, a collaboration between The Sounds of Kolachi and performance troupe The Big Idea based on reinvention and rebirth, an all-girl band of Nescafe Basement fame, and finally another one based on Saami Brothers’ vocals.
Winners of PAS 2016:
Media Bites Editorial – Zoobia Imran (Courtesy: The News, Dawn)
Pakistan First Media And Brand Website.
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