At the “Communication Summit 2025” hosted by Bangladesh Brand Forum at Le Méridien Dhaka today, experts stressed the importance of authentic collaboration, mutual respect, and shared responsibility in building strong client-agency partnerships. They emphasized the need for fair pitch fees and balanced agreements to ensure equal value for both parties.
The event, sponsored by SMC Enterprise Limited and Walton Group, brought together industry leaders in marketing, advertising, branding, media, public relations, and creative communication to explore the theme “Chaos, Culture & Creativity: Reimagining the Communication Canvas.”
This year’s summit delved into how creativity can flourish amidst chaos and how culture can steer genuine storytelling in a time of fragmentation. Discussions centered on how communication professionals can turn disorder into opportunity, crafting narratives that resonate deeply with audiences while reshaping creative strategies for a complex digital environment.
Sajid Mahbub, group CEO and executive editor of Bangladesh Brand Forum, remarked, “The world of communication is evolving rapidly. In the midst of noise and uncertainty, creativity has become our most potent compass.” He added, “The Communication Summit serves as a platform to rethink how we can leverage culture, empathy, and creativity to shape meaningful brand narratives and impactful business results.”
The summit featured three keynote sessions, four panel discussions, and two case studies, all aimed at deciphering the changing communication landscape. Tanzeen Alam, country head of Bangladesh and SEA at Emami Limited, highlighted in his keynote address that creativity is most effective when it addresses real business challenges.
Alam stressed the importance of simplicity, noting that a brief moment of brilliance, a clever twist, or a strong cultural reference can often outshine elaborate production. He also emphasized the power of humor, nostalgia, and relatable emotions in transforming everyday hurdles into engaging stories, underscoring that impactful ideas stem from genuine consumer immersion and understanding of real-life behaviors.
Key industry figures including Awrup Irfan Sanyal from Mighty, Taufique Mahmud from Mediacom Limited, Afzal Mahboob from Grey Group, Ajoy Kumar Kundu from Mediacom Limited, Sarah Ali from FCB Bitopi, and Sharjeel Karim from Interspeed Advertising Limited shared their insights at the event.
Other notable attendees included Ishtiaque Shahriar from bKash Limited, Drabir Alam from X Solutions Limited, Tanvir Hossain from Sun Communications Limited, and Lutfi Chowdhury from Adfinix Limited.