ahmer kureishi - portfolio

Ahmer Kureishi | ahmerkureishi@gmail.com

PortfolioAhmer Kureishi

Contents Part I

› Slides from Pitch Presentations Part II

› Cover & TOC of Technical Documents

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)

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

AHMER KUREISHI | AHMERKUREISHI@GMAIL.COM

It’s Magnitude & ImplicationsThe Initiative

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

Parallel?• ZAB’s move to distribute land

among peasants

Strategies & ToolsGetting the Word Out

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

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

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

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

One Approach to AdvertisingSample Creative

Option 2

Launch Package

SECPAnalysis, solution outline, creative for the campaigns and some visualization

The Situation

The premier regulator of the corporate sector.

Protects investorsEnsures fair, orderly, and efficient marketsFacilitate capital formation.

Regulation and oversight ofbourses corporations financial markets

Development of markets

Awareness

Awareness of the target groups is key to the success of the SECPs mission.

The Solution

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

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

Internal Communications

Ambient motivation messagesCorporate intranetInternal newsletter

CORPORATE IDENTITY

WHY WE NEED SECP

THE REFORM AGENDA

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

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

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 |

ahmerkureishi@gmail.com

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

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?

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

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?

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

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

ThreatsCore issues in this regard• Environment• Industrial Safety • Accounting standards• Financial disclosure• HR practices• CRS

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.

Globally Speaking…• Oil Issues

– Environment– Safety– CRS

• Oil Themes– Nature– Nature– Nature

________________________________________________* Excepting of course alternative energy and conservation

Part II

Covers of Technical Documents SPGRM (UNDP-WMS) Technical Proposal SPGRM (UNDP-WMS) Summative Report MercyCorps Technical Proposal AED (AI.COMM) Technical Proposal

ThanksIf a cluttered desk is the sign of a cluttered mind, what is the significance of a clean desk?- Laurence J. Peter

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