Interview: Habibullah Khan, Director of Content at Penumbra

Branding in Asia recently sat down for a talk with Habibullah Khan, the Director of Content at Penumbra Digital, a digital media agency based in Pakistan.

Khan offers his insights on his work, the digital transformation in the industry, the disconnect between clients and consumers and more.

“To put the customer at the center of advertising you can’t just listen to the client,” said Khan. “Quite often they can not move past their biases or inculcated principles that they feel are applicable to their industry.”


He adds that there is often a “huge gap” between what brands think consumers are feeling and what consumers actually feel.

Check out the rest here.