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In the spotlight
Meet Noreen Omer, Executive Creative Director at MullenLowe Rauf, a creative shaped by culture, care, and quiet conviction. Her work is rooted in lived experience and close observation, finding meaning in nuance rather than noise. With a deeply human approach, she creates ideas that feel thoughtful, grounded, and resonant.
What’s your story?
I completed my undergraduate and postgraduate studies in Mass Communication back in 2009. Soon after, I got married. I was a gold medallist, not exactly a nerd, but definitely someone who took work seriously while still enjoying the little joys of life. Despite coming from a fairly strict household, I always knew I was meant to build a career in writing or filmmaking. Writing came naturally to me; it was always the one thing I felt deeply connected to. Right after completing my final internship at ARY, I got married, and life transitioned quickly. But thankfully, I was blessed with a supportive spouse and progressive in-laws who encouraged me to continue pursuing my ambitions. I applied to an agency called Mystics Advertising as a content writer, got selected, and that became the beginning of my journey in advertising. From that moment onward, I never looked back.
With over 15 years of experience in the industry, how has your creative perspective evolved alongside changes in media, culture, and consumer behaviour?
I started my career at a time when print media and TVCs were the dominant forces in advertising. Over the years, I witnessed the industry evolve from conventional advertising to digital, and now into the age of AI. With every shift, I kept learning and unlearning, adapting not just to the technical changes, but also to the changing pace of communication itself. What never changed, however, was the core vision: to work hard and create meaningful content. Whether it’s a simple social media caption, a tagline, or a full-fledged creative strategy, the intent has always remained the same, to create communication that connects. Consumer behaviour has definitely evolved with time, but honestly, one thing still remains timeless: communication rooted in genuine consumer insight will always resonate. Earlier and even today, people connect with honesty, relatability, and emotion. Sometimes, I feel we overcomplicate creativity, when in reality, the strongest ideas are often right in front of us ; simple, human, and honest. Thankfully, my experience with agency culture has largely been positive. I tend to stay long at workplaces where I connect with the people and the environment. I get emotionally invested in my teams, and to be honest, I’ve never enjoyed switching jobs frequently. For me, creative work without emotion loses its meaning. Of course, office politics exists everywhere. But one thing I always tell my colleagues and even my students during guest lectures at Kinnaird College, Lahore School of Economics, and LUMS is this: understand workplace politics, but never become part of it. Observe it, navigate it wisely, but don’t let negativity consume your energy or change who you are. No amount of negativity should be powerful enough to kill your positivity. In the end, hard work, consistency, and the right intentions always find their way forward.
You’re known for seamlessly blending creativity with business objectives. How do you approach balancing bold ideas with commercial outcomes?
See, it’s very simple. Ideas sell, emotions sell, brand personas sell, the product on its own can not sustain for long unless it has formed that irreplaceable bond with the consumer. One day a better product will take your place, be prepared for that before hand, work on brand loyalty, a good quality product that understands the emotional needs of its consumer would go a long way.
Looking back, which piece of work or moment in your journey feels most meaningful to you so far?
Relaunching Hico and contributing to the journey that brought the brand to where it stands today has been one of the most fulfilling experiences of my career. When you witness a brand grow tremendously, achieving something as significant as a 300% increase in profit and know that you were part of the strategic and creative journey behind that success, it gives you an incredible sense of pride. What made it even more meaningful was the fact that we were building communication around something genuinely good, not just another advertising claim. Similarly, launching Aramco was another landmark experience for me. Being part of introducing such a massive global brand into the market, shaping its communication, and contributing to its presence from the ground up was both creatively challenging and professionally rewarding.
Is there any ad campaign that has inspired you, or made you think, “I wish I’d made that”?
Oh, so many, many Indian ads, The Cadbury ads directed by Vivek Kakar, the Fevicol ads, the Emotional Tanishq ads.
What challenges have you faced as a female creative leader in Pakistan, and how have those experiences shaped your approach to leadership and creativity?
This is actually a very interesting question, and something I often talk about with people who ask me whether they should join this field. I always tell them that to survive in advertising, you need to be a little crazy or as Gen Z would say today, a little “delulu.” You need to believe in ideas before anyone else does. You need the patience to face countless rejections, endless revisions, and moments where you have to nod through ideas that may not even make sense, simply because the “seth” wants it that way. That’s part of the industry. And then, of course, being a woman adds another layer to the journey. Thankfully, times are changing. Women today are getting better opportunities, stepping into leadership roles, and being recognised for their capabilities more than ever before. But despite the progress, I still believe it takes strength to navigate this field while staying true to yourself. I consider myself fortunate that I’ve achieved whatever I have without feeling the need to fit into certain stereotypes often associated with the creative industry. I was never part of circles where staying out late in the name of “networking” was considered necessary for growth. I never felt the need to dress a certain way to prove I was “creative enough.” Instead, I focused on my work, my consistency, and my ability to connect through ideas. One thing I learned very early on was the importance of setting boundaries clearly, confidently, and without unnecessary aggression. And honestly, I believe this applies to every woman, regardless of the field she chooses. Success does not require compromising your values, your comfort, or your principles. You can absolutely grow, lead, and succeed while staying authentic to who you are. And one of the most powerful things you can learn, especially as a woman, is to say no clearly, immediately, and without guilt.
What would your dream collaboration look like, and who would it be with, dead or alive? Why them?
I would have loved to collaborate with Piyush Pandey. And I would love to collaborate with Imtiaz Ali, if I could at any point, for any project, because I am a huge fan of his art, he understands the unsaid, unexplored human emotions which is beautiful.
Thinking back, what advice would you give your younger self starting out in the creative world?
To not be a people pleaser, it exhausts you.
How do you approach leadership and collaboration across multidisciplinary teams while maintaining clarity and creative integrity?
Own your team and own your work completely. Work relentlessly, take responsibility for your failures as much as your successes, and never stop improving your flaws. One thing this industry teaches you very quickly is that talent alone is never enough, attitude, discipline, and consistency matter just as much. Stay humble, always. Your designation does not define who you are; your attitude does. Titles may give you authority, but they do not automatically earn you respect. Respect comes from the way you treat people, the way you support your team, and the way you show up every single day. Sometimes, after reaching a certain position, people begin to feel entitled as if seniority gives them the right to dismiss, belittle, or demean others. I have always strongly disagreed with that mindset. Leadership is not about intimidation; it is about trust, empathy, and accountability. The strongest leaders are the ones who make their teams feel valued, heard, and motivated. And if there’s one thing I cannot emphasise enough, it is time management. It sounds simple, but it is one of the most underrated skills in any profession. Creativity without discipline eventually becomes chaos. Managing your time well, respecting deadlines, and staying organised are absolutely imperative if you want to succeed and sustain yourself in this field. Most importantly, don’t lose focus trying to chase an image of what a “creative person” is supposed to look like. There’s this long-standing myth in creative industries that chaos, self-destruction, or substance use somehow fuels brilliance. Honestly, it’s overrated. You do not need drugs to have great ideas. Creativity comes from observation, emotion, curiosity, discipline, and life itself.
Stay inspired. Stay curious. Stay high on life.
What project, or idea are you most excited to explore next? What’s next for Noreen?
I’d love to direct some day, I’d love to work on ideas that could highlight issues, I wish my narrations and ideas could bring about some positive change.