Paragon Advertising (Pvt.) Ltd. was formed by Mr.H.N. Effendi in 1972, when the Pakistan branch of J. Walter Thompson Company, which had been operating in Karachi since 1957, closed shop on account of radical political changes in the country. Paragon took over the assets and liabilities of JWT and continued with the same set-up.
Paragon has always been recognized as a creative agency, so much so that the name Paragon has now become synonymous with Creativity.
Paragon’s Creativity has always been highly acclaimed and in recognition, we have won many awards. These awards are each year awarded to the best performer in each category by • Pakistan Advertising Association • Pakistan Television Corporation
THE VISION Paragon has entered the New Millennium with advanced technology in communications, latest marketing and advertising techniques, and the best professionals, all forming an integrated system contributing towards success of the brands that we handle, increasing their equity and customer loyalty.
CULTURE We believe in result oriented efforts, and based on the Management by Objectives, our system is not centralized. This gives the departmental heads the ability to achieve results in the absence of bureaucratic hindrances.
CREATIVE DEPARTMENT Under the inspirational guidance of Mr. Tipu Effendi, the Creative Director, Paragon has been producing some award winning and strong selling concepts for both press and electronic media. We have bilingual copywriters and concept writers. We also have the facility of executing advertising messages in all regional as well as foreign languages.
ART DEPARTMENT From visualization to presentations to final artwork, all requirements are efficiently taken care of by the Art Directors supported by a team of experienced computer designers, artists, visualizers, graphic designers through high tech equipped studios with state-of-the-art computers.
ACCOUNT DEPARTMENT Comprises a team of efficient executives who lead the advertising process from initial client contact to planning and execution of creative as well as media exposure.
MEDIA DEPARTMENT We have specialized media planners and buyers for both print and electronic media. Procurement of best time slot on electronic and space position for press at the best negotiated price are the responsibilities of this department. It is said that two teams won the 1999 Cricket World Cup - Australia & Paragon. Australia may have walked off with the Cup but it was Paragon that won all the laurels with our brilliant yet cost-effective placement of graphic super impositionsfor our clients CDL Foods for their product Candia where bottles would appear announcing cash rewards for every four and six Pakistan hit or any wicket they captured. Also for our client Candyland we had their Cute Dinosaur of Dino Bubble Gum throw his bat and cry like a baby on any batsman getting out.
BRANDED PROGRAMMING We also have a team of professionals creating and negotiating time-slots for branded programmes for our clients. We have successfully run branded programmes for Candyland, Pakistan State Oil (Castrol), Haleeb and are currently creating a branded programme for Tapal Tea.
AUDIO VISUAL As there is a constant and rapid change in technologies involved in film production, Paragon does not believe in an in-house production facility. But to maintain quality we team up the best available in the market.