Syed Asif Salahuddin, who is also the CEO of Adgroup has a rich experience of Advertising, Communications, and PR, and brings with him a rich journalistic background of interaction with national and international Print and Electronic media. He is also involved in the publishing of four journals, namely fortnightly: Fasla, Monthly, Star and style, a Medical Journal: Science Monitor and a magazine for women: Khawateen ki Dunya.
He began his career as a Sales Officer in a Travel Agency in 1981. progressed to join INS Media Sales Pvt.
Ltd. as Sales Director in 1987and marketed advertisement space for international news magazines and dailies like Newsweek, Far Eastern Economic Review, Washington Post, New York Times, International Herald Tribune and Trade magazines like PATA Travel Guide, Travel Trade Gazette. Also marketed time slots for international TV channels like CNN with areas of responsibility including Pakistan and the Middle East. In In 1991, he Acquired Adgroup Pvt Ltd, Advertising and Public Relations Firm and became its Managing Director.Turned around the agency's image and transformed it from a small office of mere 12 people into a huge success. Adgroup now has branches in three major cities of Pakistan with a staff of more than 100 people. Specializing in social marketing and BCC projects Adgroup also caters to the needs of prestigious public and private sector accounts.Besides INP, Syed Asif Salahuddin has established/acquired/ incorporated a number of sister organizations:" Clarity Communications Pakistan a media buying company to market FM 101 radio channel in Pakistan " Zodiac Commercial Pvt. Ltd. a complete production house providing services like audio visual film productions, documentaries, commercials, 3d animations, presentations etc." Media Marketing and Management Pvt. Ltd. a local and international media buying house with services ranging from media marketing and management to media planning and strategies" Orbit Media Pvt. Ltd. a complete printing, designing and publishing house for magazines.
That's the Asif Salahuddin that the world knows,but for me,Asif Salahuddin is my father.Thus, I can boast about knowing him personally.He is a business tycoon,a dog lover,a great singer and a logical person.
Taking his interview wasn't easy,he had so much to talk about and I had so much to ask.Why did i interview him?Because I admire him and while others need to make an appointment to have a few minutes with him,I do it while he is in his most casual attire and is relaxed.I'm so happy I have such easy access into the world of a media celebrity.
He is a self-made man and he takes pride in what he does,I quote: "I exploited my capability of communication and sales.I had alot of opportunity to meet of different status;From the corporate sector,individuals,etc.which gave me the cofidence of communication and provided the opportunity to express my point of view and to accomodate my clients needs and requirements.Then I switched over to a company and from selling airline tickets,I took a leap into the most challenging and exciting world of media.It was a great transition from one end to another.Luckily in the median industry also,I used my marketing and sales communication techniques to sell the advertising space for publications like Newsweek,FarEastern Economic Review,International Herald tribune,New York Times and the Washington Post.In the electronic front,II had the opportunity of selling airtime for a global TV network like CNN."
Here are my questions accompanied by his brilliant answers:
Q: Why advertising?
A: It provides potential of creation with liberty to express,explain and interact on a day-to-day basis with people.It suits my nature as it gives me job satisfaction.
Q: Why business and not a job?
A: I had a job in the beginning of my career and I worked as an employee as a marketing and sales guy.I started my career with the airline industry and switched to advertising.
Q: The risks involved in an adverting business.
A: There are 3-4 types of risks you have to face on a day-to-day basis.I'm talking as an industry,not as an individual.Following are the 4 risks we work under:
1- Bad credits or debts.
2- Losing a client.
3- Failing of an ad campaign.
4- Loss of human resources.
He began his career as a Sales Officer in a Travel Agency in 1981. progressed to join INS Media Sales Pvt.
Ltd. as Sales Director in 1987and marketed advertisement space for international news magazines and dailies like Newsweek, Far Eastern Economic Review, Washington Post, New York Times, International Herald Tribune and Trade magazines like PATA Travel Guide, Travel Trade Gazette. Also marketed time slots for international TV channels like CNN with areas of responsibility including Pakistan and the Middle East. In In 1991, he Acquired Adgroup Pvt Ltd, Advertising and Public Relations Firm and became its Managing Director.Turned around the agency's image and transformed it from a small office of mere 12 people into a huge success. Adgroup now has branches in three major cities of Pakistan with a staff of more than 100 people. Specializing in social marketing and BCC projects Adgroup also caters to the needs of prestigious public and private sector accounts.Besides INP, Syed Asif Salahuddin has established/acquired/ incorporated a number of sister organizations:" Clarity Communications Pakistan a media buying company to market FM 101 radio channel in Pakistan " Zodiac Commercial Pvt. Ltd. a complete production house providing services like audio visual film productions, documentaries, commercials, 3d animations, presentations etc." Media Marketing and Management Pvt. Ltd. a local and international media buying house with services ranging from media marketing and management to media planning and strategies" Orbit Media Pvt. Ltd. a complete printing, designing and publishing house for magazines.
That's the Asif Salahuddin that the world knows,but for me,Asif Salahuddin is my father.Thus, I can boast about knowing him personally.He is a business tycoon,a dog lover,a great singer and a logical person.
Taking his interview wasn't easy,he had so much to talk about and I had so much to ask.Why did i interview him?Because I admire him and while others need to make an appointment to have a few minutes with him,I do it while he is in his most casual attire and is relaxed.I'm so happy I have such easy access into the world of a media celebrity.
He is a self-made man and he takes pride in what he does,I quote: "I exploited my capability of communication and sales.I had alot of opportunity to meet of different status;From the corporate sector,individuals,etc.which gave me the cofidence of communication and provided the opportunity to express my point of view and to accomodate my clients needs and requirements.Then I switched over to a company and from selling airline tickets,I took a leap into the most challenging and exciting world of media.It was a great transition from one end to another.Luckily in the median industry also,I used my marketing and sales communication techniques to sell the advertising space for publications like Newsweek,FarEastern Economic Review,International Herald tribune,New York Times and the Washington Post.In the electronic front,II had the opportunity of selling airtime for a global TV network like CNN."
Here are my questions accompanied by his brilliant answers:
Q: Why advertising?
A: It provides potential of creation with liberty to express,explain and interact on a day-to-day basis with people.It suits my nature as it gives me job satisfaction.
Q: Why business and not a job?
A: I had a job in the beginning of my career and I worked as an employee as a marketing and sales guy.I started my career with the airline industry and switched to advertising.
Q: The risks involved in an adverting business.
A: There are 3-4 types of risks you have to face on a day-to-day basis.I'm talking as an industry,not as an individual.Following are the 4 risks we work under:
1- Bad credits or debts.
2- Losing a client.
3- Failing of an ad campaign.
4- Loss of human resources.
Q: What form of media does advertising dominate the most?
A: As everybody knows im talking in reference to the local scenario.Two years ago there used to be two major mediums used on which we used to advertise:
1- Newspapers: Dailys and periodicals.
2-Electronic medium like radio and cinema advertising.
3- Very small scale of outdoor advertising was also considered including Point Of Sales materials and to extend outdoor advertising like displaying on richshaws,buses,etc.
But in recent years we have seen a major shift by virtue of having following mediums in electronics: TV channels,which are in dozens.Net ads,cinema ads and lots of FMs.
Outdoor ads include billboards,banners,streamers,etc and a very specialised activity;PR and event managment.So the canvas of advertising is very big,focused and very effective.
Now the electronic medium dominates rest of the mediums of advertising.
A: As everybody knows im talking in reference to the local scenario.Two years ago there used to be two major mediums used on which we used to advertise:
1- Newspapers: Dailys and periodicals.
2-Electronic medium like radio and cinema advertising.
3- Very small scale of outdoor advertising was also considered including Point Of Sales materials and to extend outdoor advertising like displaying on richshaws,buses,etc.
But in recent years we have seen a major shift by virtue of having following mediums in electronics: TV channels,which are in dozens.Net ads,cinema ads and lots of FMs.
Outdoor ads include billboards,banners,streamers,etc and a very specialised activity;PR and event managment.So the canvas of advertising is very big,focused and very effective.
Now the electronic medium dominates rest of the mediums of advertising.
Q: What form of media do you trust the most?
A: Difficult question.Every medium has its own value.Electronic can be seen,heard even if your eyes are closed.So it is the most "in" thing today.
Q: Your biggest clients?
A: Government of Pakistan,PIA,Microsoft,KHL Technologies,and JS Group.Also,Daud Islamic Bank.
Q: Your biggest competition?
A: Big or small,every agency.
Q:Sice you're running one of the leading advertising firms in pakistan,you must be a busy person.How do you juggle you personal and professional life?
A: From 9-5 I'm a businessman and 5-9,I'm a family man.
Q: Some highlighting moments from your career.
A: I have recieved many prestigious awards of our industry.e.g. APNS for creativity.When I started Adgroup I only had one office in khi and 6 people to work with and today i have four offices in major cities like Islamabad,Lahore,Karachi and Muzzafrabad.I have close to 200 people to work with.
Q: What is the real Asif Salahuddin like?
A: A labour.I work to contribute to my nation,family society and my country.
Q: A few guiding words for the youngsters want to step into the world of advertising.
A: Sincerity,honesty and conviction = Success.
Q: What is the real Asif Salahuddin like?
A: A labour.I work to contribute to my nation,family society and my country.
Q: A few guiding words for the youngsters want to step into the world of advertising.
A: Sincerity,honesty and conviction = Success.
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