Mr Shehzad Ahmed, General Manager Mullen Lowe & Rauf delivered an expert session to students of MCOM400: Media management in Advertising & Public Relations. His talk was titled as ‘Cracking a Winning Campaign’, in which he further touched upon relevant areas like ‘Consumer Insight’ and how strategic creative management is done in order to pull off a superstar campaign. He further shared the concept of ‘Creative Brief’ in advertising and what are the essentials of creating the creative brief document. After the presentation a brief Q&A session was managed and students asked questions relevant to their projects. The session was very well received by students. In the end, the course instructor, Assistant Professor of Mass Communication, Ms Faiza Rafique thanked the guest and presented him with a souvenir.