The Space Race

Competitiveness if misunderstood bears corruption. It fills one with the urge to beat the other without heeding the ditch-hole, in which they’ll end up themselves. That’s what we learn in the aftermath of a liberated media policy which has instigated a rush for by-hook-or-by-crook client-grabbing.

 Reading Volume 16 of Synergyzer, I realize just like everything else is destined to an end, this chaos is too. Interviews like those of Javed Jabbar, Sabir Sami, Fahad Ashraf and Shakeel Masud do lend insightful suggestions that not only help understand the loopholes, but also foresee the coming of an enlightened age. This may come through enhanced awareness, integration of open and digitally active brand-consumer interaction, and also the flexing of our creative guts. Qashif Effendi has explored the dip in originality and his lament is a serious call for creative minds to end their slumbre.

 Ali Mandviwala, as Chairman of PAA, also emphasizes the alignment of government and all related stakeholders on policy restructuring. He asserts that the challenges should be tackled to benefit the entire industry and not just the selected few.

 No matter how dismal, this bleak landscape still has space for an all-out correctional effort. There are those who are exuding a never-say-die spirit managing their ride over the tide and leading their organisations to progress with innovation. Learning from an industry insider, we gain some insightful information of the formidable misuse of money and how the industry ended up in such a tangled web. Their account which also includes a figurative understanding of the decline in media usage is followed by a comprehensive way forward consisting of solutions. Furthermore, the importance of check and balance has been reasserted by another industry expert.

 As always, this volume also displays detailed graphic representation of media consumption across all formats.

The art and imagery featured in this issue is thought-provoking as the visuals revisit a civilization that reached its apex and yet plunged into the chaos of corruption and exploitation. The art comprises Roman sculptures that are shown baffled by the ideals of the modern age. 

So if you’re following the same ideals as mine, you’ll acquire more understanding. It pays to learn what agencies and media houses are going through. A bit of reflection on their hardships will at least get you to re-envision your stance and plan. Maybe you can change your targets… and who knows… even revisit the idea behind your product.