Authorized Reseller · Pakistan
We are a Dubai-headquartered, Pakistan-focused commercial organization backed by Fast Ventures — combining platform-native expertise with enterprise governance and deep in-market experience.
We are here to build Pakistan's short-form video advertising market from the ground up — not to maintain it. Our mandate is structural growth: new advertisers, new categories, new formats.
A compliance-led operating model with bifurcated fund flows, segregated entities, and transparent reporting — designed to meet the highest international standards from day one.
Our leadership team includes former senior platform executives with direct experience of the mechanics, partner economics, and governance frameworks of our principal platform.
What We Do
Our commercial model is built around the way growth actually happens in Pakistan — protecting and expanding the enterprise core while industrialising the long tail.
Pod 01
Senior-led coverage of Pakistan's concentrated buying cluster — the agencies and direct advertisers that control the majority of measurable digital spend.
Pod 02
Enabling the second tier of agencies and digital-first brands through structured programs, repeatable playbooks, and education at scale.
Pod 03
A programme-led engine for long-tail advertiser acquisition and retention — designed for volume, velocity, and systematic onboarding.
Our Structure
A purpose-built dual-entity structure designed for transparent, auditable fund flows and full regulatory compliance across two jurisdictions.
Holdco · Dubai, UAE
The primary contracting entity with the platform. Acts as exclusive authorized reseller for Pakistan and as Merchant of Record for SMB transactions. Incorporated as a UAE Free Zone entity, backed by Fast Ventures.
OpCo · Pakistan
A wholly owned Pakistan subsidiary incorporated under the Companies Act 2017 and registered with SECP. Acts as Merchant of Record for enterprise and agency clients in Pakistan — handling local PKR invoicing, statutory tax compliance, and in-market operations.
About
So&So Partnerships was founded with a single thesis: that Pakistan's short-form video advertising market is structurally underbuilt relative to its audience size, digital growth trajectory, and commercial potential. We are here to change that — with a governance-first, market-building operating model backed by Fast Ventures and led by a team with direct platform experience at the most senior level.
Why We Exist
Pakistan has ~79 million platform-reachable users, a digital advertising market compounding at 30%+ annually, and a short-form video platform that already commands cultural attention at scale. The gap is not demand — it is a commercial infrastructure capable of converting that attention into a denser, more diversified, and more governable revenue base.
Our remit is not incremental uplift. We are building the next layer of Pakistan's digital advertising ecosystem — from long-tail agency enablement to SMB programme infrastructure to creator-led performance formats. By 2028, our model reflects a materially stronger and more resilient advertiser base with significantly reduced concentration risk.
So&So Partnerships is backed by Fast Ventures — one of the region's leading modern growth ecosystems, operating at the intersection of data, media, content, technology, and outcomes. Fast Ventures brings the financial credibility, regional infrastructure, and operator depth that Pakistan-market scale requires.
Our executive team includes former senior leaders from the platform itself at METAP level — individuals with direct experience of partner economics, governance frameworks, and the commercial mechanics that drive platform growth. This is not translation. It is fluency.
We have purpose-built a UAE HoldCo / Pakistan OpCo structure specifically for this mandate — enabling compliant cross-border fund flows, transparent FDI registration, and full regulatory adherence across both jurisdictions. Governance is a design input, not an afterthought.
Executive Leadership
Our executive leadership layer combines TikTok-native expertise, enterprise governance discipline, and deep Pakistan operating experience.
Chief Executive Officer
Board-qualified transformation leader with 20 years across Unilever, WPP/GroupM and listed media. Most recently led HUM Network Ltd in Islamabad — Pakistan's only publicly listed broadcaster. Deep familiarity with Pakistan's governmental and policy corridors, enterprise governance, and regional operating environments.
Executive Council
Former senior leader across agency and platform monetisation in METAP. Led major digital and platform revenue acceleration programmes across the region. Founder of Platformance, an outcomes-led adtech venture. Waseem holds his interest on behalf of Fast Ventures and brings the full depth of the Fast ecosystem to So&So.
Executive Council
Former Head of Trading Partnerships for the platform at METAP level. Deep expertise in partner economics, investment governance, and scaled revenue delivery across agencies and key advertisers. Hassan leads commercial terms, revenue architecture, and contract management for So&So.
What We Do
Pakistan's digital advertising market requires a differentiated approach for each growth layer. We operate three distinct commercial pods — each with its own ownership, methodology, and success metrics — under a single governance and finance spine.
Pakistan's measurable enterprise digital spend is concentrated within a small number of holding-group buying controls and their client portfolios. Our enterprise pod treats these as a buying-control cluster — not fragmented individual accounts — and manages them at the parent level with unified commercial and operating cadence. This is where the majority of near-term revenue is made and protected.
Coverage spans CPG, FMCG, Telco, Fintech, Real Estate, and Government — across the primary agency clusters and direct brand relationships that shape Pakistan's largest advertising budgets.
Beyond the primary buying clusters, Pakistan has a growing layer of independent buying agencies and digital-first shops that control mid-market budgets and are disproportionately influential in categories aligned to the platform's strengths — DTC commerce, fashion, beauty, apps, and local services. This pod builds TikTok platform preference in that layer through structured enablement, not bespoke selling.
The creator economy is a parallel lever here: we treat Pakistan's abundant creator supply as a structured growth asset, building repeatable pipelines, brand-ready creator programs, and packaged creator-led performance solutions for mid-market deployment.
The most meaningful structural shift in Pakistan's digital advertising landscape over the next three years will come from the long tail — SMBs, digital natives, performance-led brands, and the apparel, fintech, mobility, and quick-commerce categories that operate with in-house performance teams buying directly on platform. Capturing this layer requires systems, not salespeople.
Our SMB pod is programme-led and automation-driven: starter kits, vertical onboarding workshops, a 30-day campaign launch target, founder roundtables, and an inside-sales motion designed to compress time-to-first-spend and make TikTok the easiest, fastest platform to activate for any Pakistani business.
The Spine
Client Solutions, Commercial Operations, Finance & Compliance, and the Enablement function run as shared infrastructure across all three pods — ensuring governance, reporting, and revenue quality are consistent regardless of segment.
Finance
Credit controls, receivables oversight, tax compliance, bifurcated fund flow management
Client Solutions
Campaign setup, optimisation, measurement, creative testing, issue resolution
Compliance
ABAC, sanctions screening, audit trail, SBP/SECP regulatory adherence
Enablement
Training, certification, playbooks, CRM hygiene, forecasting discipline
Careers
We are building So&So from the ground up. If you want to be part of something that is being designed — not inherited — this is the right moment to get involved.
So&So Partnerships is the exclusive authorized reseller for a leading global short-form video platform in Pakistan. We are hiring across Karachi, Lahore, and Islamabad — with a Dubai-based executive leadership team and in-market operations led from Pakistan.
This is a rare opportunity: a well-capitalized, governance-first business with a genuine market-building mandate, platform-native leadership, and the backing of Fast Ventures. We are looking for people who want to shape the market, not just sell into it.
We do things correctly — not because we have to, but because it is what builds durable businesses. Compliance is a design principle here, not an obstacle.
We expect our people to understand the platform deeply — its mechanics, its advertiser value proposition, and the creative and measurement frameworks that drive outcomes.
We are not maintaining a market. We are building one. That requires people who can operate with ambiguity, move with urgency, and execute with discipline.
We are actively building the team. If you believe you belong here, write to us directly.
[email protected]Contact
Whether you are an advertiser, agency, compliance counterparty, or potential partner — we would like to hear from you. So&So is a new business and we are actively building relationships across all stakeholder groups.
Our Offices
Headquarters
So&So Partnerships LLC-FZ
UAE Free Zone · Dubai
Pakistan Operations
So&So Partnerships (Pvt) Ltd
SECP Registered · Companies Act 2017
Backed By
A modern growth ecosystem operating across data, media, content, technology, and outcomes across the METAP region.