December 16, 2004

Four storeys above the bustle of the multinational building, in the-state-of-the-art office, I meet its dynamic President. At 35, Karim Rammal has scaled enviable peaks and one is easily disarmed by his relaxed and pleasant demeanour. A people person, Rammal is in the right profession.

For 35 years, his father and mentor Anwar Rammal and two other partners owned Asiatic Advertising Agency, which entered into an affiliate relationship with J Walter Thompson (JWT) in the late 80s. In 2000, JWT, the oldest player in advertising worldwide, offered to buy out equity in Asiatic, making it the first and only 100 per cent multinational agency operating in Pakistan. In 2001, came Karim Rammal’s major break, with his appointment as President of JWT Pakistan. Until then, he had served as Asiatic Karachi’s GM, (1996-2001).

Karim cut his teeth at the Grammar School, and after his A levels in 1988, moved onto obtaining a Bachelor’s degree in Mass Communication (specializing in advertising), from Boston University’s College of Communication. When he returned to Pakistan in 1991, his mother warned him to choose between marriage and a career in advertising, given the odd hours that his father kept. He basically chose both and they are still on speaking terms, he quips.

It was in 1991 that Karim joined his father’s advertising agency, professionally, and had the unique opportunity of being involved in every aspect of the business. In his own words, he was ‘kicked around’ in all the departments and given a firm, overall grounding, which was a great learning experience. Being the “boss’s son” had a bit of baggage attached to it, though it was interesting to try and gain the respect of colleagues in a professional capacity.

“I was born into advertising—it’s part of my DNA. I have often been put in the deep end and there have been successes and failures. But today I feel I am a better person because of the failures. Advertising in Pakistan is a challenging business in a difficult environment, but not as competitive as I’d like it to be. JWT is a truly professional multinational organization that is performance and result-driven, with a top creative team, top clients and top billing. It is completely transparent and is the largest taxpayer in the industry,” he adds.

In addition to managing the two offices in Karachi and Lahore with more than 170 employees, Karim is also responsible for developing the company’s affiliate relationship in Afghanistan. The 100-person strong agency, with research and consulting wings, services UNICEF and other NGOs and commercial entities and trains people in media, as Afghanistan inches towards democracy. Rammal willingly took on the challenge, and has travelled to Afghanistan recently, assisting his Pakistani clients to explore the Afghan markets, in the process. He has no regrets as he raves about the friendly Afghans, their great food and hospitality and continues working on the job.

The icing on the cake however, was when he was handpicked by the headquarters, to be a part of a Strategic Consulting Division based out of New York. Based on research, the three-member group consults large clients to develop new business models for the US and other markets, globally. The assignment requires Karim to spend 15 days in a month, in New York. He finds the assignment rather challenging and exciting, and the exposure incredible, though a bit stressful as he is compelled to juggle two time zones.

Karim emphasizes that were it not for his ace team in Pakistan, the assignment would not have been possible. From the time of wearing the mantle of president, he has worked to decentralize power, empower his team and create a structure that works independently and professionally. “This company is not about a one-man show, it is about a highly charged and creative professional team that is young and vibrant. A team that is involved in the overall decision-making and delivers results while upholding my vision of integrity.”

His inspired workforce, he adds, is hand-picked and home-grown and comprises of the best talent in the country—professionals with brains and a passion for advertising. “While creativity cannot be taught, exposure and training are powerful and indispensable tools of the trade. We have a formidable budget for training personnel at home and abroad, in a bid to upgrade services.” Karim, who himself attends workshops and training programmes frequently, talks enthusiastically of the rigorous training programme and is proud to have five in his set-up. He believes that while training and research are the very foundations of the agency, the Human Resource Function, which he has introduced recently, cannot be dismissed. He himself never ceases to motivate his team, following open-door management, in an open environment.

The office in Karachi, with its open plan, was voted one of the five most beautiful offices, in the 311 office network in 86 countries. Fuelling his passion for computers, Karim ensures his office is high-powered in innovative IT. Every employee has access to cc mail, to databases worldwide and to broadband internet on their desktops. The office offers room for creativity and personal growth, in a relaxed atmosphere. It boasts of a well-equipped library, video conferencing facilities, eight huddle rooms to meet , relax or brainstorm in, a cafeteria, and a smoker’s room and encourages employee interaction with activities like chess, checkers and carom. Enough to keep morale afloat and have fun.

Marianne, his American wife of seven years, shares Karim’s interests in music, food, travel and water-sports. Before proposing to her in 1997, Karim invited Marianne to visit Karachi. He recalls the drive home from the airport as being memorable, as she was baffled to see a Saber aircraft and a submarine stuck into roundabouts and stray cows wandering the streets. She has adjusted well to the place and culture, enjoys the food, has a higher spice threshold than he does, and spends her time working with NGOs.

Though the commitments of a workaholic husband are stressful on the wife, they find time on weekends to swim, go crabbing and party with friends. They used to manage to get away to exotic islands in the Caribbean and explore new locations on vacations — something they haven’t done since 2001.

Why does the standard of advertising in Pakistan compare so poorly with that of our neighbour, across the border? “It has to do with India’s longer history, freedom of expression, a film culture,and an ability to laugh at oneself. Ours has been a history of suppression of creative expression, of self-denial and grim lives, lacking in humour. But all that is changing as a new generation that is enlightened, aware and educated, emerges,” replies Karim.

Optimistic about the future of advertising in Pakistan, Karim Rammal sees the influx of satellite television upping the game for the advertising industry. “Media deeply influences the lives, values, thinking, behaviour and culture of a people, and advertising will need to adapt to the changing trends, necessitating an improvement in standards,” he says.

About his meteoric rise and personal and professional success, Karim explains that the ride hasn’t been easy. “I’ve learnt a lot about dealing with people, managing crisis, respecting others and giving them room to make mistakes and grow. I, too, still make mistakes. Earning and maintaining trust, and delivering on trust, is of paramount importance. One needs to believe in oneself, constantly prove oneself, be open to ideas, be willing to take risks and rise to challenges while maintaining a focus on results. And of course one needs to remember never to short-circuit and never to compromise on integrity.”

Karim Rammal believes in giving back to society and is an active participant in philanthropic causes. A champion of the cause of education, he has taught creative advertising at the Indus Valley School of Art and Architecture. He has been actively involved with the Aga Khan Development Network and has done voluntary consulting with them, too. His company continually assists NGOs and charitable institutions in preparing honorary campaigns, whenever approached. The agency also runs an enviable internship programme for deserving students.

On a final note, Karim Rammal dreams of using advertising and his access to international media reach, to impact the image of his country, abroad. He sincerely hopes to help change current perceptions and present the true Pakistani spirit and its tremendous potential, in order to attract foreign investment.

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