KARACHI: The Pakistan Advertising Association (PAA) and the Pakistan Advertisers Society (PAS) have signed a memorandum of understanding (MoU) to strengthen collaboration, aimed at promoting the growth and development of Pakistan`s advertising and marketing industry.

According to a press release issued on Friday, the PAA and PAS will jointly develop training programmes, workshops and seminars that focus on essential advertising skills, industry practices and soft skills required to excel in the field.

Both organisations will collectively and collaboratively work towards nurturing marketing talents, growing the business and accelerating opportunities of formal and informal learnings acrossPakistan.

The MoU emphasises the exploration and use of emerging technologies such as artificial intelligence, data analytics, and digital marketing tools to drive innovation in advertising. Workshops will be organized to help industry professionals leverage these technologies for more effective advertising strategies.

Commenting on the partnership, PAA chairman Ahmed Kapadia stated: `There is a dearth of good advertising talent in Pakistan at the moment. Through this alliance and many more that we are aiming to achieve, the objective is to create a unified platform in collaboration with all stakeholders and work towards raising the standard of marketing and advertising in Pakistan.

Imran Irshad, CEC member of PAA, and Qamar Abbas, executive director of PAS, also spoke.