A workshop titled 'Digital or Death' was conducted by Brainchild Communications Pakistan and RED Communication Arts in Lahore recently.

The workshop, catering to the C-Suite management of several FMCGs, MNCs, banks and businesses based out of Lahore, was conducted by digital transformation specialist Ira Kaufman.

The workshop focused on reaching beyond the scope of digital buying and entering the ‘Challenge Market’. It outlined several learning tools and challenges met by businesses going through digital transformation in the Pakistani market.

Dr Ira Kaufman was the first to do a complete Ph.D. thesis on “Social Marketing Creating Social Change.” He specialises in training executives, managers and aspiring leaders to transform their organisations to face the challenges of the networked economy.

Dr Kaufman explained how global executives are threatened by a negative environment which needs to be reframed into a positive one.

“Business leaders in Pakistan must reinvent themselves as Digital Transformers. Change the way you view change because successful companies in the future will be required to drive social impact as well as profit,” said Dr Kaufman.

Talking about Brainchild’s efforts towards the digital landscape of Pakistan, their Group Chairman Raihan Merchant said, “As an ‘Agency of the Future’, we will lead the solution provision based on relevant analytics and innovative methods to create human experiences that result in positive brand sale.”

During the course of the workshop, Tariq Qureishy, CEO of Madtalks, discussed a future where technology will surpass human capacity in terms of logic and performance, but not in terms of emotional intelligence.

Starcom Pakistan’s COO Farhan Khan was also at the event and shared his thoughts on digital transformation in Pakistani markets.“We as an ‘Agency of the Future’ aim toward market leaders in Pakistan embracing the change using Data and Technology to build brand strategies based on consumer and market insights.”

Brainchild Communications, one of the largest communications groups in Pakistan started operations in 1997 as Pakistan’s first media planning and buying house with a vision to be the largest communications group in the country.

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