LAEEQ SHAFI
JOB TITLE: Manager, investments
COMPANY: OMD
BASED: Pakistan

What is your greatest achievement in international marketing and media?

It has to be winning the ‘Most Creative Use of Media in 2014’ for Mountain Dew and Mindshare APAC at the Purple Head Awards. We challenged the global perception of security turmoil in Pakistan, landed top FMX bikers in three different cities, pulling off the biggest action event the country has ever experienced. My efforts also contributed in landing international franchises like Idol and MasterChef in Pakistan, and ensuring PepsiCo gets to make the most of it.

How have you displayed a creative or innovative spirit in your role in the past 12 months?

For the launch of Telenor 4G services in Pakistan on Independence Day 2016, as media buying lead I negotiated a five-minute roadblock. The idea being that we kick off the campaign by airing our five-minute commercial music video on 40-plus channels on national TV simultaneously, so all viewers tuned into any channel at that specific time would be exposed to our commercial. The first launch of its kind in the industry.