Pakistan’s Top Advertising Agencies and

Clients
In 2001, AURORA took the pioneering step of giving advertising agency rankings for the
first time. As no formal documentation was available, the only way to do this was to ask
the agencies to declare their billings and categorise their top 5 clients.
However, over the years, agencies began to inflate their billings with the result, as we
explained in our 2002 rankings, that the total billings exceeded total adspend figures
provided by media research houses. Furthermore, some agencies were being ranked
lower than perhaps what their true position should have been even though they were
providing us with accurate figures, and they decided not to participate.
In an effort to resolve the matter, AURORA has opted to alter the methodology by which
such information is collated. This year instead of asking agencies to provide billings,
AURORA asked a selection of the leading media establishments – newspaper groups, TV
channels and radio stations to provide lists of their top advertising agencies as well as
advertisers. Billing figures are not provided; instead media establishments have ranked
their agencies and clients in terms of the business they provide. We sent our
questionnaire to 14 establishments of which ten replied. The rankings you see below have
been provided to AURORA by the media establishments have not been altered or
changed by AURORA.

The purpose of this method is not to give a definitive list as we have done in the past. The
purpose is to provide a clearer idea of the top agencies in Pakistan, nothing more or less.
In a sense, this provides us with an even more authentic idea of who the top players are
because it is coming from those sources where the advertising spend is going – the media
establishments. As always, if you have nay views about this methodology, we will
welcome them at aurora@dawn.com

Table of contents

• Introduction
o Orient McCann?
 Client: Habib Bank Limited, Erickson
o Synergy Advertising
 Client: Mobilink
o JWT
 Client: Alfalah, Asiatic Bank
o Interflow Communications
 Client: Samsung
o Manhattan Pakistan
  Client: New Allied Electronics
o Evernew Entertainment
 Client: Pakistan Tobacco Company
o The Circuit
 Client: Muslim Commercial Bank
o Manhattan International
 Client: PIA
o Midas
 Client: Indus motor company
o Spectrum Communications
 Client: United Bank Limited.
o Prestige Communications
 Client: PTCL
o Publicis Pakistan
 Client: Sui Northern Gas Pipelines
o Manhattan Communications
 Client: Citibank
o Argus Advertising
 Client: Sony Pakistan
o Maxim Advertising
 Client: Union Bank

Advert isement & Event Management

Advert ising Agencies in Pakist an
2
What are the advertising Agencies???
Advertising agency is a business that assists advertisers in all stages of the advertising process - from
account management and planning to message creation, media planning, and research

(Bergh & Katz, 1999, p.29)

Advertising agencies are s
ervice companies that specialise in planning and execution of
advertising programmes for their clients
(Belch & Belch, 1990, p.61-63)
An advertising agency acts on the basis of an assignment placed by the client in which
the client also delegates some decision making authority to the agency
(Mills, 1990)

In most cases the agency makes the creative and media decisions. Often it supplies supporting market
research as well, and may even be involved in the total marketing plan. The activities undertaken and
the amount of autonomy allowed to the agency vary from one relation ship to another.

(Aaker & Myers, 1987, p.10)

Advertising services can be defined as packages of activities that are offered to other companies and
which concern the planning, production and / or delivery of advertising. Advertising services are
bought and designed to improve the purchasing company's performance and well-being

(Wilson, 1982)
Advert isement & Event Management
Advert ising Agencies in Pakist an
3
EXEC UTI VESUM M A RY
This assignment covers the introduction and details of three major advertising agencies in Pakistan.
We have selected Manhattan Pakistan Limited (MPL), Pirana Group and International Advertising
Limited (IAL) for this purpose. The assignment is started from the Manhattan Pakistan Limited
(MPL)’s details in which we have explained its introduction, history, services offered by MPL and the
list of its major clients. MPL was the first Pakistan-owned advertising agency and started its business
in 1954 at that time capital of Pakistan Karachi. Currently, MPL has a team of professionals consists
on more than 100 professionals. The agency is providing its services to many Government and Army
institutes like The Board of Investment Pakistan, Capital Development Authority (CDA), Higher
Education Commission (HEC), COMSATS, Pakistan Telecommunication Authority, Pakistan
Television, Frontier Works Organization (FWO), Askari Bank Limited etc.

Next we have presented the information about Pirana Group which includes the vision, values, spirit,
creative excellence and its major clients. The agency claims as it is providing fresh ideas and cost
efficiency to its clients. The agency is focusing on its talented human resource to make an edge in the
market. It is affiliated with M & C Saatchi in Pakistan and also its regional presence in Dubai,
Karachi, Lahore, London, and Kabul. The major clients are Dawn News, NOVARTIS PHARMA
(PAKISTAN) LTD, Engro Foods, Habib Oil Mills, Makro Cash and Carry and National Investment
Trust Limited.

After Pirana Group we have presented the information about International Advertising (PVT) Limited
(IAL) in which you can get knowledge about IAL’s history, philosophy, vision, motto, credentials,
and its major clients. The agency started its business in 1966 and PIA was its first client after it, IAL
showed a persistent growth and provided its services to other big companies like Procter & Gamble
and National Bank Limited. It has won many awards including the “Agency of the Year Award-
Adweek & Adage” as well as the #1 Creative Agency at Cannes. Today IAL has a long list of clients
including Ariel, Engro Foods Limited, Head & Shoulders, Mobilink, National Foods, PIA, Safeguard,
PSO and Pampers. In the end we have concluded the whole work.

MANHA
TTAN PAKISTAN LIM ITED (M PL)
INTRODUCTION
Manhattan Pakistan Limited
(
Pakistan’s advertising arena
and have remained one of the front
Today MPL ranks as one of
the top agencies in terms of business volume and client
portfolio.
Serving the promotional nee
ds of numerous clients both Above The Line (ATL)
through Below The Line (BT
L)
entered in its fifth decade wit
h the fervor to build brands through consumer insights by
converting buyers into brand
believers.
HISTORY
MPL first saw the light of da
y in 1954 and established
MPL operates with a strong
family feeling, with 100 professionals steering the agency
on a straight course toward
s success. MPL maintains the delicate balance between
conceptualization, to product
and an effective performanc
helped influence consumer pr
eferences and changing lifestyles.
During the past four and a
half decades, MPL has experienced both vertical and
horizontal growth. Today MP
L stands tall with its network of branches providing vari
shades of promotion to satisf
y market needs. MPL is the only advertising agency with
deep roots spread into the n
etwork of multiple media. MPL, with a very strong family
feeling, has a team of over 1
00 professionals
fields-with proven expertise
in multi
research prowess, client serv
icing, strategic brand consultancy and all other disciplines
related to successful advertising.