ahmer kureishi - portfolio
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Ahmer Kureishi | [email protected]
PortfolioAhmer Kureishi
Ahmer Kureishi | [email protected]
Contents Part I
› Slides from Pitch Presentations Part II
› Cover & TOC of Technical Documents
Ahmer Kureishi | [email protected]
Part I
Slides from Pitch Presentations BESOS (Benazir Employees Stock Option
Scheme) MoI (Anti-terror Communications) SECP (Securities & Exchange Commission) OGDCL (Oil & Gas Development
Company)
Ahmer Kureishi | [email protected]
BESOSSituation analysis, strategy & creative
All production of wealth is the result of human labour.
—The PPP Manifesto (1970)
Agenda• The Initiative• Getting the Word Out• Sample Creative
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It’s Magnitude & ImplicationsThe Initiative
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Facts & ViewsFACTS• Beneficiaries
– 500,000 employees of SOEs• Giveaway
– 12 percent of government shareholding in 85 SOEs
– Representation of employees on the Boards of Directors
VIEWS• Immediately
– Industrial peace– Enhanced productivity– Sense of ownership
• In the long run– Far-reaching economic, social
& political implications
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Strategies & ToolsGetting the Word Out
AHMER KUREISHI | [email protected]
Communications StrategyADVERTISING & PR: YES• Advertising: Yes
– ATL: To get the word out– BTL (Chiefly a grand launch)
to provide a focal point for ATL & PR
• Public Relations: YES!– The media will relish it– The people will love it
PROGRAMMING: NO• No need to spend big time
on something the media will love to cover and discuss anyway
• Nothing to be force-fed to the people
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Public Relations: Pre-LaunchOption 1: Managed Leak• Leak scheme’s imminent launch and broad
outline to one reporter/analyst• Let others discuss, analyze for a few days• Go on the record
– Various people finger various outlets– Same talking points
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Public Relations: Pre-LaunchOption 2: Briefing • Hold background briefing ahead of launch
– Meet, eat, discuss– Same people interact with all outlets– Hand out identical materials incorporating talking
points
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Talking Points• ‘All production of
wealth is the result of human labour.’
• Empowerment of employees
• Incentive for wealth creation
• Enhanced productivity
• Alignment of employees’ interest with those of the SOE
• Who if not PPP?• The bottom line
– more prosperous working class
– the nation the richer for it
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One Approach to AdvertisingSample Creative
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Option 2
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Launch Package
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Ahmer Kureishi | [email protected]
SECPAnalysis, solution outline, creative for the campaigns and some visualization
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The Situation
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SECP
The premier regulator of the corporate sector.
Protects investorsEnsures fair, orderly, and efficient marketsFacilitate capital formation.
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Role
Regulation and oversight ofbourses corporations financial markets
Development of markets
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Awareness
Awareness of the target groups is key to the success of the SECPs mission.
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The Solution
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Key Elements
A New identity A corporate rather than government institution Contemporary look and feel Deploying state-of-the-technologies
Bold communication messagesSmart targeting
Identify target groups Match media to audiences
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External Communications
Target AudienceCorporate executivesBusinessmenStock investorsStock brokersATL MediaBusiness TV channelsBusiness magazinesBTL MediaAirport billboardsCo-branding with PIA
Other MediaWebsite/portalWeb AdvertisingE-NewsletterDirect Mail
Shots to shadow official mail
all correspondence should be branded
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Internal Communications
Ambient motivation messagesCorporate intranetInternal newsletter
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CORPORATE IDENTITY
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WHY WE NEED SECP
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THE REFORM AGENDA
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OGDCLApproach to Strategy – including SWOT and desk research
About Us• No. 1 Home-Grown Ad Agency
– Second largest overall in terms of business volume• National Outreach
– Headquartered at Islamabad– Four more offices covering Pakistan and AJK
• Time-Tested Industry Linkages• Many award-winning campaigns• A vast and diverse clientele
Ahmer Kureishi | [email protected]
SWOT AnalysisStrengths•Leadership Position•GoP Stake/LSE Listing
Weaknesses•Local perspective•Absence of differentiation
Opportunities•Pristine offshore blocks•Overseas expansion•Differentiation: Services, Retail...
Threats (All emanating from overseas expansion)
•Higher scrutiny regarding CRS/safety, environment, HR practices, etc
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Strengths• Leadership Position
– Acreage, reserves, production! – More in the train– No threat on the horizon
• GoP Stake/LSE Listing– Nobody undermine what they own
• LSE Listing– Absolutely nobody alienates the securities market
• OGDCL is state-owned yet a multinational!Ahmer Kureishi |
Strengths• GoP Stake/LSE Listing
– Government would not undermine what it owns; would not alienate LSE at any rate: OGDCL is state-owned yet a multinational!
• Human Resources– Indeed the most precious OGDCL can boast,
although successful overseas ops may call for some retraining/reorientation, and even new inductions from the global marketplace
Ahmer Kureishi | [email protected]
Weaknesses• Local perspective
– Ref. interview with the chairman, OGDCL’s orientation is still domestic. This won’t do for an international player
• Absence of differentiation– OGDCL does everything O&G, everything E&P!
Impressive, but is it efficient too?
Ahmer Kureishi | [email protected]
Opportunities• Financing-wise
Lots of room for debt financing to expand business in all directions
• OrganisationallyOGDCL may form a subsidiary or division (headquartered abroad) for overseas ops to become a serious international player
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Opportunities• Operationally
Efficiency may be increased by organising services like seismic surveys, drilling etc, as an independent business unit. Indeed, domestic and overseas arms may merit separate units
• Retail Prospects– Handling everything from reservoir to processing,
OGDCL stands at the doorstep to the lucrative retail market. Will it take the logical next step?
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Opportunities• Offshore Treasures
Pakistan’s offshore regions are virtually untouched. Exploration there could be rewarding
• Overseas Promise– Carefully chosen ventures may indeed help boost
OGDCL’s stature
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Threats• LSE listing and projected overseas expansion
are bound to bring on increased oversight from regulators, investors, and pressure groups from those markets
• Immensely more sophisticated than their Pakistani counterparts
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ThreatsCore issues in this regard• Environment• Industrial Safety • Accounting standards• Financial disclosure• HR practices• CRS
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Our View• OGDCL was and is a national E&P company• But it is also a multinational• But doest it behave like a multinational?
– Not quite yet, but soon it will.
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Globally Speaking…• Oil Issues
– Environment– Safety– CRS
• Oil Themes– Nature– Nature– Nature
________________________________________________* Excepting of course alternative energy and conservation
Ahmer Kureishi | [email protected]
Ahmer Kureishi | [email protected]
Part II
Covers of Technical Documents SPGRM (UNDP-WMS) Technical Proposal SPGRM (UNDP-WMS) Summative Report MercyCorps Technical Proposal AED (AI.COMM) Technical Proposal
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ThanksIf a cluttered desk is the sign of a cluttered mind, what is the significance of a clean desk?- Laurence J. Peter