14th Communication Summit Explores the Power of Creativity Amid Chaos and Cultural Change

The 14th edition of the Communication Summit, presented by SMC Enterprise Limited and powered by Walton Group, was held on November 15 at Le Méridien Dhaka.

The flagship initiative of Bangladesh Brand Forum brought together the country’s most dynamic professionals from marketing, advertising, branding, media, public relations, and creative communication to explore the theme “Chaos, Culture & Creativity: Reimagining the Communication Canvas.”

This year’s summit focused on how creativity thrives amidst chaos and how culture can guide authentic storytelling in an age of fragmentation. The conversations explored how communication professionals can transform disorder into opportunity—shaping narratives that connect deeply with audiences while redefining creative strategy for a complex digital era.
Welcoming the distinguished guests, Sajid Mahbub, Group CEO and Executive Editor, Bangladesh Brand Forum, stated, “The world of communication is evolving faster than ever before. Amidst the noise and uncertainty, creativity has become our most powerful compass.

The Communication Summit stands as a platform to rethink how we can harness culture, empathy, and creativity to shape meaningful brand stories and purposeful business outcomes.”

The summit presented a comprehensive agenda featuring 3 Keynote Sessions, 4 Panel Discussions, and 2 Case Studies, each designed to decode the evolving communication landscape.

The Keynote Sessions set the tone for the day with perspectives on creativity as a strategic problem-solving method in business, the growing complacency of digital-era brands illustrated through the Zohran Mamdani Campaign, and the communication frameworks required to convert brand noise into coherent, resonant narratives.

Keynote speakers included Tanzeen Alam, Country Head, Bangladesh & SEA, Emami Limited; Awrup Irfan Sanyal, Head & Creative Strategist, Mighty:; and Taufique Mahmud, Executive Creative Director, Mediacom Limited.
In his keynote, Tanzeen Alam emphasized that creativity becomes truly effective when it solves real business problems.

“Habits don’t change unless people understand why they should,” he noted, urging brands to rethink traditional approaches with sharper, insight-driven thinking. He highlighted the power of simplicity—how a five-second spark, a witty twist, or a strong cultural cue can stand out more than heavy production.

Tanzeen also pointed out that humour, nostalgia, and relatable emotion can turn everyday challenges into engaging narratives, adding that meaningful ideas come from real consumer immersion and understanding life as people actually live it.
The Panel Discussions addressed major industry priorities: partnership-driven client–agency models, the balance between content scale and creative depth, and the leadership principles shaping the next chapter of marketing.

The discussions also highlighted creative approaches rooted in meaning, emotion, and cultural understanding—elements increasingly vital for long-term brand value.

The first panel discussion highlighted that strong client–agency partnerships grow from honest collaboration, mutual respect, and shared responsibility. Speakers stressed the need for fair processes—including proper pitch fees and balanced agreements, so both sides can contribute meaningfully.

They added that agencies bring cross-industry insight while clients provide data and context, and combining these strengths is essential to stay future-ready. The panel agreed that long-term trust forms when teams work as true partners through joint research and open problem-solving.

The Case Study Sessions offered insight into behavioral and cultural transitions reshaping modern communication. These sessions spotlighted new creative imperatives centered on authenticity, audience connection, and the reinvention of brand canvases in an era where originality alone is no longer enough.

Prominent industry leaders shared their insights throughout the day, including Afzal Mahboob, Chief Executive Officer, Grey Group; Ajoy Kumar Kundu, Chief Executive Officer, Mediacom Limited; Sarah Ali, Managing Director, FCB Bitopi; Sharjeel Karim, Managing Director, Interspeed Advertising Limited; Ishtiaque Shahriar, Executive Vice President & Head of Department, Digital Assets & Communications, bKash Limited; Drabir Alam, Chief Operating Officer & Director, X Solutions Limited; and Tanvir Hossain, Executive Creative Director, Sun Communications Limited, Lutfi Chowdhury, Co-Founder & CEO, Adfinix Limited, among others.

Communication Summit 2025 was presented by SMC Enterprise Limited and powered by Walton Group. In Collaboration with partner: Cannes Lions International Festival of Creativity; Strategic Partner - International Advertising Association Bangladesh, Asia Marketing Federation (AMF); BBF CMO Club; Knowledge Partner- Marketing Society of Bangladesh (MSB); Hospitality Partner – Le Méridien Dhaka; PR Partner – Backpage PR; Official Carrier partner – Turkish Airlines. Communication Summit 2025 is an initiative of Bangladesh Brand Forum.