There’s no blueprint to mastering the art of influence—but if there were, Khawar Abedi would be helping draw the lines. In the world of media and influence, staying relevant takes more than just good content—it takes strategy, timing, and the right people behind the scenes. That’s where Khawar Abedi comes in. As the founder of K Agency, a rising name in celebrity and influencer management, he’s redefining what it means to run a PR agency in Pakistan’s dynamic entertainment world.
At its core, a PR agency helps build and manage the reputation of individuals or brands. From crafting compelling narratives to connecting the right talent with the right platforms, PR professionals work behind the scenes to make sure their clients are seen, heard, and remembered—for all the right reasons.
Leaving a stable 9-to-5 job to start K Agency was the biggest risk I’ve taken—but also the most rewarding
Let’s start from the beginning—what inspired you to start K Agency?
I had been working in the media industry for over a decade. During this time, I worked closely with all sorts of talent and developed strong networking skills within the industry.
K Agency was conceived much later as a sister concern of Parfaire Events & PR, which has been around for a decade as well. I had been handling PR and talent management for a while as a managing partner at Parfaire Events & PR, but it was only recently that I established K Agency—a core celebrity/influencer management and PR agency.
We don’t just manage talent, we build relationships. That’s what sets K Agency apart.
PR is all about making others shine. What was the moment you realized K Agency was making its mark?
It’s an ongoing journey, so I cannot say there was a single moment that made me realize this. We manage some of the best names in the industry and have executed major brand campaigns over time.
I truly feel K Agency makes its mark every time we wrap up a campaign and the client is happy with the outcome.
The real win is when a client finishes a campaign happy—that’s when I know we’ve made our mark
Every business has its share of struggles. What’s the biggest challenge you faced while building K Agency?
Leaving my 9-to-5 job as a GM in a well-reputed organization to start my own business was the biggest challenge. It was a big risk at the peak of my career, but one I was willing to take.
Describe your team in three words!
Hardworking, loyal, and entertaining.
In PR, unpredictability is the norm. You need a backup plan—and then a backup for that!
PR is fast-paced and unpredictable—what’s one unexpected moment that turned into a big success?
Last year, an FMCG brand approached us at the eleventh hour for a Ramadan influencer campaign. The challenge was to plan and execute it in a very short amount of time.
Not only were we successful in the execution, but it also turned out to be one of their biggest influencer campaigns ever. Because of its success, we are handling the same campaign for them again this year.
I used to be a micromanager. Today, I empower my team to take the lead—and they shine
What sets K Agency apart in the PR world?
K Agency is very selective about the talent we manage. If you ask the brands we’ve worked with, I’m confident they’d tell you that we are an extremely collaborative team and true solution providers.
If you could give one piece of advice to someone starting a PR agency today, what would it be?
Only get into this business if you are passionate about it and willing to step out of your comfort zone.
We pulled off a last-minute Ramadan campaign that turned into one of the brand’s biggest successes. That’s the PR hustle
PR can be hectic—how do you handle crisis management when things don’t go as planned?
In the PR world, things are extremely dynamic, so you have to stay on your toes. You must always have a backup plan—and a backup for that backup as well!
How has the industry changed since you started, and how do you keep up with evolving trends?
When I started this business, there weren’t many platforms available for marketing and PR. Gradually, new platforms started emerging, changing the dynamics of the industry.
To keep up with evolving trends, I am a firm believer in continuous research and engaging with fresh minds who bring new insights.
Don’t get into PR unless you’re truly passionate—it’s fast, fierce, and not for the faint-hearted
What’s your leadership style when it comes to running K Agency? More hands-on, or do you let your team take the lead?
I used to be a micromanager early in my career, but with experience, I had to unlearn that approach. I decided to empower my team so they could take the lead in difficult situations.
Interview: Saneela Swaleh
Photos & Coordination: K Agency