VCast Studio - Episode 5 | Seema Jaffer
"Mentorship gives you access to rooms, conversations, spaces, insights, and experiences that somebody else has gone through. And I think it's important—especially in an industry where women don’t network enough,” says Seema Jaffer, CEO and Creative Director of Bond Advertising.
In this episode of VCast Studio, Seema Jaffer shares her journey through the evolving landscape of Pakistan’s advertising industry. From navigating a male-dominated field to developing her own style of conscious leadership, Jaffer reflects on the challenges and transformations that have defined her career.
Jaffer’s three-decade journey in advertising began in her father’s agency—a formative experience that shaped her early mindset. While their leadership styles differed, she learned from him and gradually developed her own philosophy of “conscious leadership”: being highly aware of what people seek from the workplace. Her approach is rooted in empathy, adaptability, and a focus on mental well-being—qualities especially valuable for retaining young, Gen Z talent, who prioritize these aspects beyond salary.
Championing safe, inclusive workspaces has been central to Jaffer’s leadership. She maintains a zero-tolerance policy toward harassment, and long before the pandemic normalized hybrid work, she had implemented flexible arrangements to support women balancing careers and family responsibilities. Although working remotely brings challenges like blurred boundaries, she believes that maintaining balance is vital, especially in an industry known for its demanding pace.
Drawing from her own experience, she describes how working mothers often carry the guilt of missing important moments in their children’s lives. Her advice is to draw boundaries, avoid trying to do everything, and rely on family support.
Jaffer observes that while women occupy mid-level roles, they often “fall off” higher on the career ladder. She views mentorship as a key to access: she personally offers guidance on career planning, work-life navigation, and workplace dynamics to women within her agency. She notes that platforms like Shero Space, co-founded by Atiya Zaidi, are helping build a culture of support and networking among women, while international initiatives such as Cannes Lions’ “See It Be It” show how visibility can inspire the next generation of leaders.
On industry ethics, she critiques the pitching process, where creative ideas are sometimes used without compensation. Although the Pakistan Advertising Association advocates for fair practices, she calls for stronger implementation of clear guidelines. As an agency leader, she remains selective in pitching to ensure that her team’s work is protected and valued.
Furthermore, she believes in the power of advertising to challenge societal norms, not just reflect them. While brands are making progress—showing men sharing domestic duties, for example—she pushes for bolder narratives that include divorced women, transgender individuals, and religious minorities. She also encourages 360-degree campaigns that “walk the talk,” citing a Cadbury’s girls’ cricket campaign featuring Bismah Maroof that included real training camps for girls, and her work with the National Commission for Human Rights, using football to empower marginalized girls from Lyari, Chitral, and Quetta.
Her personal brand is defined by a commitment to remaining true to herself and prioritizing genuine relationships over the work itself. She highlights two key projects close to her heart: a groundbreaking AIDS awareness campaign for the Ministry of Health for which she assembled a pro-bono team of top-tier talent including writer Haseena Moin, directors Asim Raza and Asad Ul Haq, actors Samina Peerzada and Talat Hussain, and musicians Tina Sani and Arshad Mahmood. PTV provided free extra airtime, and a year-end Gallup survey found that 80% of people had gained awareness of how AIDS is transmitted. She also mentions more recent projects on child rights and child abuse, for which figures like Shahzad Roy, Mehwish Hayat, and Ahsan Khan volunteered their time.
When asked about education, she praises communication and design programs at institutions like IBA, Indus Valley, SZABIST, and Habib University for fostering strategic and creative skills, toolkits that newcomers need to thrive in advertising’s evolving landscape. But she also encourages students to attend advertising events, marketing conferences, and digital media events, which often subsidize tickets for students or even waive fees if students reach out directly. In addition, she reminds graduates to complement classroom theory with real-world fluency in societal trends: music, memes, and digital media.
This duality prepares them for the industry’s thrill, where creativity intersects with psychology, data, and culture. To newcomers, she frames advertising as “a roller coaster ride” where you can work for three or four different industries in the course of a day and meet wonderful people from a variety of backgrounds.
When asked how she would build “Brand Pakistan,” Jaffer acknowledges challenges like econmoic instability, child marriage, and gender-based violence. Yet she remains hopeful, pointing to the vibrancy of youth entering global markets through freelance work, and the richness of Pakistan’s cultural assets—music, fashion, hospitality, and philanthropy.
“Anyone who comes to Pakistan says it’s one of the most hospitable nations in the world. But of course, you need to build a brand to attract tourism, and you need to attract foreign investment. It’s all got to do with your branding.”
She believes that with the right storytelling, Pakistan’s image can evolve beyond outdated stereotypes. She places her hope in the youth to represent Pakistan better than her generation has and to show the world a side of the country defined by creativity, warmth, and promise.
Where do you see the biggest opportunity for Pakistan's creative industry to make a positive impact on society in the next five years? Share your vision below.
This article was developed with the assistance of AI tools.
