In One Sentence…
How do you define effective marketing?
Marketing that builds awareness of what I’m trying to sell, comprehension of what I’m trying to say and ultimately leads to sales.
How does creativity drive effectiveness?
Creativity helps break clutter and gain space in the mind, however it must be accompanied by attribution to ultimately lead to effectiveness.
What characteristic(s) of effective marketing do you believe remain constant, even in the face of change?
A great insight, proper segmentation, targeting, positioning, and using the 4 Ps contextually.
What do you hope marketing looks like in the next five years?
More and more data driven, especially in the CPG sector linking offline and online consumer journeys with real time data flowing into a singular platform.
What advice do you have for future Effie Awards entrants?
Focus on the simplicity and flow of the story. Easy to read equals easy to understand.
Sheikh was a 2023 Effie Awards Pakistan judge. Read more In One Sentence features.
