PTA Seeks Advertising Agency to Build its Public Image

The Pakistan Telecommunication Authority (PTA) has invited advertising agencies to develop and execute a two-year national and international publicity campaign aimed at strengthening its public image, expanding its digital presence, and improving public understanding of its regulatory role.

According to an Expression of Interest (EOI) issued by the authority, the selected agency will be responsible for promoting PTA’s policies, programs, regulatory activities, and public-interest initiatives across print, electronic, and digital media.

The campaign will also support efforts to promote Pakistan’s telecommunications sector to domestic and international audiences, including initiatives aimed at attracting local and foreign investment.

A major part of the assignment will focus on social and digital media. PTA is seeking strategies to improve its presence across Facebook, X, Instagram, LinkedIn, YouTube, TikTok, and Threads.

The regulator wants prospective agencies to prepare content calendars and produce infographics, reels, short videos, social media posts, and other digital content designed to increase engagement and expand its online following.

The scope of work also includes trending hashtags, influencer collaborations, community engagement, and other digital techniques aimed at improving interaction with the authority’s audience.

Focus on Consumer Awareness and Regulatory Communication

Under the EOI, bidders will be required to present an image-building strategy along with an action plan for public awareness campaigns covering key areas of PTA’s work.

These include consumer rights, the Device Identification Registration and Blocking System (DIRBS), spectrum auctions, and the responsible use of internet content.

The selected agency will also be expected to translate complex regulatory and technical issues into material that is easier for the general public to understand.

PTA is also seeking multilingual communication capabilities, with content expected to be developed in English, Urdu, and regional languages where required.

The assignment goes beyond conventional advertising. Agencies must demonstrate experience in digital campaigns, influencer engagement, media planning, media buying, community management, content development, and social media strategy.

The regulator has also placed emphasis on data-driven communication through analytics, sentiment analysis, and trend monitoring to assess public response and track emerging issues.

100-Mark Shortlisting Process

PTA has allocated 100 marks for the internal shortlisting process.

The evaluation will award 20 marks each for five areas: image-building strategy, print-media creativity, electronic-media creativity, social and digital-media creativity, and the agency’s office setup and professional capacity.

The final assessment will also consider agency experience, presentation quality, copywriting, creative artwork, television commercials, radio adaptations, digital campaign execution, and overall digital strategy.

The criteria indicate that PTA is looking for an agency capable of handling both traditional advertising and a broader public communications strategy across multiple platforms.

The two-year campaign comes as public institutions increasingly use social media not only to issue official announcements but also to explain policies, respond to public concerns, and maintain greater visibility among digitally connected audiences.

For PTA, the planned campaign is aimed at making its regulatory role more visible while improving how issues ranging from consumer protection and device registration to spectrum management and internet regulation are communicated to the public.

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