In the lead-up to the ANDY Awards, we’re catching up with regional jurors from the creative industry to talk about what they look for in the jury room, emerging trends, some of their recent campaign work, and more.
This time, we speak with BBDO Pakistan’s Atiya Zaidi, whose leadership and creative talents have uniquely positioned her as both Chief Executive Officer and Chief Creative Officer.
Zaidi, who will serve on the ANDYs Asia jury, brings over 20 years of experience in advertising, working on a wide range of local and international brands. Among her notable achievements is her work on the “Schoolgirl Newscasters” campaign, which won Pakistan’s first-ever Glass Lion at Cannes Lions 2023.
During our conversation, we discussed her dual roles, what she looks for in the jury room, advertising trends in Pakistan, and more.
In your unique role as both CEO and CCO, how do you think holding both positions has influenced the creative output compared to if you held only one of these roles?
Every CEO should feel passionately about creativity like any CCO. Regardless of industry and categories, creativity is what drives growth and solves problems and one of the top ten skills according to the World Economic Forum is creative thinking.
Because I hold two positions, I can push the agenda of great creative work at all levels of our own organization or at the client’s end.
It is like making the chief engineer the CEO, she would never compromise on development and research as she can balance delivering great products and a healthy bottom line.
“This role is unique and frankly all creatives should learn about running a business and all other departments should learn about creativity.”
This role is unique and frankly all creatives should learn about running a business and all other departments should learn about creativity. A good CEO must understand all parts of the equation, the product, the people, and the profits.
You’re on the regional jury for the ANDY Awards for 2025, beyond creativity, what qualities or elements make campaigns stand out in the jury room, regardless of category?
Jealousy. If your work can make the jury jealous that why didn’t they think of that, or oh damn, I should have stayed with that idea more, or wish I had such a brave client, all these, and many more. Unlike everyday life, jealousy is a something you actively want to aim for in any jury room.
What is the importance of award shows in supporting and shaping the creative industries?
Award shows are validation, inspiration and revolutions. The best way to get a regional solution being adapted into a global solution is through award shows. Brands, businesses and humanity learns from success stories.
The fact that someone in Pakistan knows about a filter cap that cleans water for the poorest of communities can adapt it in their country or someone living in Saudi Arabia would know that female trees absorb pollen rather than releasing pollen and they will plan their cities better. Award shows do more than give companies fame, they highlight the most impactful ideas that are worth spreading.
Besides AI, what interesting trends are you currently seeing in advertising in Pakistan?
Authenticity is something that was missing from the Pakistani advertising industry. The trend of being self-deprecating or showing rawness is something that is on the rise, hopefully it will become a trend.
What recent campaign work are you most proud of?
Here is one campaign that we developed with Impact BBDO.
Easypaisa audio nikahnama(marriage contract)
This is part of a series of interviews done in collaboration with the ANDY Awards. Watch the discussion inside the Judging Room here.
