KARACHI, 5 November 2026 — The IRL Conference 2026 successfully brought together over 325 delegates from Pakistan’s advertising, marketing and media industries, alongside prominent international Out-of-Home (OOH) leaders, for a landmark day of insightful discussions, knowledge exchange and industry collaboration in Karachi.

Held at the PC Marquee, Karachi, IRL 2026 was presented by the Pakistan Advertising Association (PAS) in association with the World Out of Home Organization (WOO). Centred around the theme “Be Unskippable in Real Life,” the conference explored how brands can create meaningful, memorable and impactful connections with audiences beyond digital platforms.

The conference was formally inaugurated by Mayor of Karachi, Barrister Murtaza Wahab, alongside Tom Burge, Deputy Head of Mission at the British Deputy High Commission Karachi, marking the beginning of a significant gathering for Pakistan’s advertising and Out-of-Home industry. The inauguration was also attended by international OOH leadership, including Tom Goddard, President of the World Out of Home Organization, accompanied by his team.

Pakistan on the global OOH stage

The presence of global OOH leadership reflected the growing international engagement with Pakistan’s OOH industry and its evolving role in the global advertising landscape. Ahsan Sheikh, CEO of Kinetic Pakistan and WOO Ambassador for Pakistan, played a key role in bringing together local and international industry stakeholders to champion the development and advancement of the country’s Out-of-Home sector.

Commenting on the conference, Tom Goddard, President of the World Out of Home Organization, said: “I am hugely impressed by the quality, sophistication and professionalism of the speakers and panellists at the IRL Conference in Karachi. It is heartening to see the entire OOH ecosystem i.e. media owners, agencies, marketers and service providers coming together to collaborate. I take away valuable learnings to share with the global OOH community.”

Ahsan Sheikh, CEO of Kinetic Pakistan and WOO Ambassador for Pakistan, said: “IRL 2026 is an important milestone for Pakistan’s Out-of-Home industry. It brings our entire ecosystem together to exchange ideas, embrace innovation and connect with global industry leaders. As WOO Ambassador for Pakistan, I believe this collaboration is essential to strengthening our industry, raising standards and showcasing Pakistan’s potential on the global OOH stage.”

IRL 2026 featured an impressive line-up of international and Pakistani speakers, bringing together senior industry professionals, marketing leaders and innovators representing leading organisations. The sessions explored how technology, creativity, data and cultural context are reshaping the way brands communicate with consumers in the physical world.

Three panels, one argument

The conference featured three key panel discussions. These examined how brands can establish a stronger presence in public spaces, why Out-of-Home remains an essential part of the evolving media mix, and how cities are becoming increasingly dynamic media environments.

The conversations also highlighted the growing opportunities presented by Digital Out-of-Home (DOOH), programmatic advertising, data-driven media planning and smarter, more responsive urban environments. Industry leaders shared perspectives on the importance of combining creativity and technology with a deeper understanding of audiences, locations and cultural moments.

At a time when audiences are increasingly exposed to digital advertising across multiple platforms, IRL placed the spotlight on the enduring power of real-world experiences. The conference reinforced that effective brand communication is not simply about being seen, but about understanding the right place, the right moment and the right mindset in which to connect with people. Beyond the panel discussions, IRL 2026 provided a platform for networking, collaboration and knowledge exchange between Pakistan’s advertising, marketing, media and technology communities and international industry representatives.

With over 325 delegates in attendance and the participation of government leadership, international diplomatic representation, global OOH leadership and prominent local industry stakeholders, IRL Conference 2026 marked an important milestone in strengthening Pakistan’s connection with the international Out-of-Home community and advancing conversations around the future of the industry.