Natasha, you have a decade of experience in advertising, communication and digital and social media; tell us a bit about yourself & your educational background.

Hi, I’m Natasha Durrani, Chief Operating Officer at Media Matters Communications, which is one of the leading PR and digital agencies of Pakistan. I’m a mother of two grown kids. My daughter is studying in UK and my son is in his last year of A Levels. I started my journey into the world of advertising and communications with an MBA degree from IoBM. I actually got admission in a medical college but at the last minute ditched it and decided to study marketing. I guess it was destiny as I found my true calling in this field.

What inspired you to step into the digital world of PR & advertising?

My husband has been into media and advertising for around 2 decades now and it was but a natural step to join the family business. When I stepped in the business, there was a revamp as I instigated the shift towards the digital side. Today, we are a 360-degree agency which caters to print, electronic, digital advertising and PR.

How did Media Matters came  into being and what is your work philosophy?

Media Matters is a group company of Media Pulse which was founded by my husband in 2004. Media Pulse was a core media buying house but we felt that there was a gap in the market in terms of good PR agencies. Hence, Media Matters came into being in 2015. Our philosophy is to be adaptable, innovative, and forward-thinking, ensuring our strategies are as dynamic as the landscapes in which we operate. Our goal is to foster trust and admiration for our clients, turning their vision into compelling stories that engage, inform, and inspire.

What skills or qualities do you feel helped you build a digital marketing agency?

I believe several key skills have been instrumental in building our digital marketing agency. Adaptability and agility are crucial in the fast-paced world of digital marketing, allowing us to respond quickly to industry trends and client needs. Effective communication skills have enabled us to articulate our vision clearly to clients and team members, fostering strong relationships and collaboration. Creativity and innovation drive our approach, ensuring we stay ahead of the curve and deliver impactful campaigns. Finally, a strong focus on data analysis and insights allows us to make informed decisions and optimize our strategies for maximum results. I am very passionate about digital and social media. There is so much you can achieve through it.

Outside of your professional/work area, what hobbies or interests do you have?

I’m a big foodie and a travel enthusiast which also made me start my own Instagram page www.instagram.com/tashathefoodietraveller where I review restaurants and travel destinations. I’m also a self-proclaimed Netflix addict.

Tell us about the collaborations or projects that have made Media Matters stand out.

The first collaboration that I’m extremely proud of is the cover page shoot with Sajjal Ali to promote our client Dubai Department of Economy and Tourism. We are also doing a travel-based YouTube series for Dubai which will be out after Ramadan. This is the first time in Pakistan that someone is making customized content to promote a travel destination.

#LoveLocalPakistan campaign was another feather in our cap which we developed for Meta to promote small businesses which started off using Meta platforms such as Facebook, WhatsApp or Instagram.

Furthermore, we are engaged in exciting and clutter-breaking campaigns for our clients Jazz, foodpanda, Daraz, Careem, Bank Alfalah, PUBG Mobile  and many more.

Where do you see the advertising industry, (its importance and influence) going in the coming years?

The importance of advertising will be there but we have to adapt to the changing landscape. The significance of influencer and social media campaigns will increase. The reason being that Gen Z are looking for more relatable, real and authentic content and they look up to influencers to make their buying decisions. TV and print readership are decreasing in this demographic, hence we need to be more creative and use platforms like Meta, TikTok, Netflix, and Spotify to communicate with this segment.

What is the benefit of hiring a PR agency and how do they help in building brands?

PR is all about image management and perception building. Hiring a PR agency can be a valuable investment in building and maintaining a strong, positive brand image. Their expertise, networks, and strategic approaches enable businesses to communicate effectively with their audience, manage their reputation, and achieve their marketing and business goals. We are in the age of boycotts and controversies and it is imperative for companies to seek out the services of a reputable PR agency to keep a clean slate.

What advice would you have for someone looking to get into digital marketing?

Success in digital marketing doesn’t happen overnight. It requires persistence, continuous learning, and adaptability. Start with a solid foundation, build practical experience, and never stop growing your skills and knowledge.