The D’Hamidi Partnership has recently joined the Worldwide Partners (WPI) global network of independent agencies. The D’Hamidi Partnership is Pakistan’s first independent branding and design consultancy. The independent agency is headquartered in Karachi, Pakistan with branch offices in Islamabad, Lahore, and Dubai.
It’s more than a tagline. Thinking Allowed™ is The D’Hamidi Partnership’s creative process for helping clients invent, not predict, the future. “We don’t believe there is a formula for getting to great,” said Faraz Maqsood Hamidi, Founder and Chief Creative Officer. “We create a tailored process for each client. Our style is collaborative, ‘working with you, not for you’.”
This creative and collaborative approach involves identifying opportunities through market research, defining action plans through ideas and strategies, creating and unleashing experiences with design and digital capabilities, hitting the target with media buying and planning, and unlocking potential with engagement and evaluation.
Clients with a Cause
D'Hamidi’s commitment to inventing the future drives them to work with clients that have a cause. “Our team wants to deliver real, positive, and compelling change for our clients and the world,” said Faraz.
Competing Cultural Nuances
Pakistan is an incredibly diverse country. “Centuries of invasions and migrations have led to a collision of cultures, languages, and people,” said Faraz. There are 15 major ethnic groups, including Sindhis, Punjabis, Baloch, Pashtuns, Saraikis, Kashmiris, Hazaras, Potoharis, Brahuis, Makranis, Baltis, Chitralis, and Muhajirs. These groups speak 70-80 different languages with up to 300 dialects in a single region. And cultural influences from Greece, Persia, Arabia, Mongolia, Britain, India, Afghanistan, and Central Asia are present to this day. “It’s these competing nuances that underscore the spirit of humanity in Pakistan,” said Faraz.
They also make it an exciting, yet challenging market for brands to enter and continue to see success. A local-up approach, where advertising is created from the market, not for the market, is essential. That’s why D’Hamidi has offices in three Pakistani cities and Dubai, allowing them to capture the salt-stung resilience of Karachi, the historic majesty of Lahore, the dichotomy between wide boulevards and ancient hills of Islamabad, and the glamor, and clamor of Dubai. The staff at each of these offices are deeply embedded in the regional cultures and intimately familiar with the ethnolinguistic nuances.
The Magic of Human Nature
While Pakistan may be a collision of cultures, languages, and people with diverse behaviors and values, there is one thing that binds every person in the region – human nature, which hasn’t changed in the last 10 million years and won’t change in the next 10 million.
"AR/VR/XR will continue to evolve their way into a technological singularity, where the distinction between man and machine may feel seemingly less and less,” said Faraz. “But great creative has, and will always be, infected by the magic of human nature.”
A Nomenclature of Partnership
Partnership underscores everything that D’Hamidi does and everyone they meet. Their Thinking Allowed™️ approach is hinged on co-creating and curating the future, while their spirit of partnership builds brands, businesses, and the bottom line.
"It is a rare privilege to have these values mirrored at a global scale as we become part of the world’s greatest pantheon of singularly independent, peer-driven, advertising mavericks who make the WPI network work,” shared Faraz.
"We are thrilled to add The D’Hamidi Partnership’s footprint in Pakistan and Dubai, their creative credentials, and their spirit of collaboration to our global network of independent agencies,” said John Harris, CEO of Worldwide Partners.