As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-comers in the ad & marketing world – one person at a time.
This time we talk to Samra Ansari, Manager Planning Brainchild Communications Pakistan.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the work, what she’s not so crazy about, some of her favorite campaign work, and more.
Name: Samra Ansari
Company: Brainchild Communications Pakistan
Position: Manager Planning
Current Location: Karachi
Education: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology – MBA Class of 2021.
How did you get your first break in the industry?
I always loved watching ads on TV when I was a kid. It felt like I was peeking into a world full of creativity and stories. As I got older, I became more curious about the behind-the-scenes stuff in advertising, like how they plan where to show ads, who they’re trying to reach, and the complex workings of the industry.
My big break came when I decided to take my interest in advertising seriously while doing my MBA. I started learning about media planning, advertising strategies, and the industry’s workings. It was like discovering a new path based on what I loved as a child.
Luck was on my side when I got a job offer from a Z2C Limited portfolio company called Brainchild, which represents Starcom, MediaVest, Spark, and Publicis Media in Pakistan. This was a turning point in my career because it finally allowed me to dive deep into the core of media strategy and planning – something I had been eager to do for a long time.
With this change, I found myself in a place where creativity and strategy come together. I could use my love for ads while understanding the detailed planning behind the scenes in the media world.
What is your personal mantra?
‘Take it one day at a time’. Embrace the present moment and focus on managing the challenges of today without being overwhelmed by the uncertainties of tomorrow.
From what person, place or thing have you drawn your greatest creative inspiration?
I find my best creative ideas from something inside me, not from a person or a place. The inner push makes me dream big and gives me the energy to go after those dreams.
What do you love about the job?
What I love about my job is that even though the fast-paced environment in the media agency can be pretty challenging, the constant energy and the search for innovative solutions never get old. The hard work and the effort to find creative ways make my job enjoyable.
“I find my best creative ideas from something inside me, not from a person or a place. The inner push makes me dream big and gives me the energy to go after those dreams.”
What about your job are you not so crazy about?
The last-minute queries with a strict deadline. Sometimes, the pressure to finish the work on time makes me want to finish it, but I feel I could have done even better if the timelines weren’t so tight.
What is some work you’ve done that you’re most proud of?
The launch of Pau-Pau, A fun-loving and free-spirited panda and a first-of-its-kind brand ambassador. So, it was essential to generate maximum awareness for the new face of foodpanda to build a meaningful connection with the consumers. We wanted Pau-Pau to inspire people to live life on their own terms and to its fullest.
The goal of a highly cluttered advertising industry was to create an impact. Hence, we did a 360 Media Campaign covering all media touchpoints with a twist of disrupting the TV news channels with the glitch on the screens leading to Pau-Pau peeking from different sides.
If you had to choose another career what would it be?
If I had to choose another career, it’s a bit hard to imagine, but if not in media planning, I would definitely consider trying my luck in production.