Former Maxus MD Sarwar Khan joins the Digital Engagement Network Armed with two seasoned leaders from Maxus, the year-old MCB, Uber, Nestlé, Stylo, RDX, By Babar Khan Javed vertisers are taking a lot of interest in this as at $10b this year.” - ate a lot of engagement and salience for the intelligence layer which matches brands and the performance of the campaign. He added that the feedback from both stakeholders has been positive. Within six months of being formed, the DEN welcomed Umais Naveed, formerly business manager at Maxus, as the business days on the job, Naveed locked and led campaigns for FarmPure, Uber, Nestlé, and Stylo, with campaigns for RDX, AkzoNobel, and Carrefour around the corner. per year business opportunity in Pakistan,” by brand reviews, brand mentions, audience information, the recency of posts, and most importantly campaign performance data.” DEN gives marketers the ability to create an - ing or upcoming campaign, specify audience demographics or psychographics, and see audience size, a relevance score based on the target audience of the marketer campaign, - encer credit score. The platform then allows campaign planners to deliver content to & measured campaign. - plete tracking, monitoring, fraud detection in the logistical processes for creatives and approvals,” said Mahmood. “The recent addition to the founders team has been the media mogul Sarwar Khan [and is] one of the most S arwar Khan, the former managing director of Maxus in Pakistan, has joined the Digital Engagement Network (DEN) as a partner and - encer marketing marketplace and self-serve campaign planning platform similar to Kyndoo, DEN was co-founded in late 2019 by Muhammad Ibrahim and Bilal Mahmood, respectively the co-founders of Agilitize, a software business. “With lockdown and nowhere to go, everyday and they are broadcasting engaging content relating to fashion, travel, food, music, education, tech etc to woo their followers,” said Khan, who is also the co-founder of IG Square, a media buying house specializing data, content, and technology. “This trend is gaining a lot of momentum globally, especially as millennials ignore traditional media for the homemade content of online stars and ad- ADVERTISING 35
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