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What a Shrine in Multan Taught Me
At the footsteps of Shrine of Shah Rukn-e-Alam
When Hype Outruns Performance: Why Celebrity Advertising
Celebrity advertising is widely treated as a growth shortcut. Fame is assumed to equal persuasion, attention is mistaken for impact, and reach is confused with memory. The data does not
Top 5 Underwhelming Ad Campaigns of 2025
Remember the dodo?Famously extinct. Not because it was weak or slow, but because it lacked one basic survival instinct: fear. While humans evolved by being scared of the dark, predators,
Generation Z… or Generation Zillenial?
When the industry doesn’t understand a group of people, we don’t try to learn about them. Instead, we take the path of least resistance, which is often the laziest one,
The Gen Z Brief Is Broken
Why do brands keep stereotyping a generation they’ve never actually spoken to, questions Huma Mobin.
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