Communication summit spotlights creative resilience amid rapid change

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

The flagship initiative of Bangladesh Brand Forum brought together professionals from marketing, advertising, branding, media, public relations, and creative communication to explore the theme "Chaos, Culture and Creativity: Reimagining the Communication Canvas".

This year's summit focused on how creativity can thrive amidst chaos and how culture can guide authentic storytelling in an age of fragmentation. The discussions examined how communication professionals can turn disorder into opportunity — shaping narratives that resonate with audiences while redefining creative strategy in an increasingly complex digital environment.

Welcoming the guests, Sajid Mahbub, group CEO and executive editor of Bangladesh Brand Forum, said, "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 featured three keynote sessions, four panel discussions, and two case studies designed to decode the shifting communication landscape.

The keynote sessions addressed creativity as a strategic problem-solving tool 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 and SEA, Emami Ltd; Awrup Irfan Sanyal, head and creative strategist, Mighty:; and Taufique Mahmud, executive creative director, Mediacom Ltd.

In his presentation, Tanzeen Alam emphasised that creativity is most effective when it addresses real business challenges. "Habits do not change unless people understand why they should," he said, urging brands to rethink traditional approaches with sharper, insight-driven thinking. He stressed the power of simplicity — how a five-second spark, a witty twist, or a cultural cue can stand out more than heavy production. He added that humour, nostalgia and relatable emotion can transform everyday issues into engaging narratives, noting that meaningful ideas come from real consumer immersion.

The panel discussions focused on partnership-driven client–agency models, the balance between content scale and creative depth, and leadership principles shaping the next phase of marketing. Speakers also highlighted creative approaches rooted in meaning, emotion and cultural understanding — elements increasingly vital for long-term brand value.

The first panel discussion underscored that strong client–agency partnerships grow from honest collaboration, mutual respect and shared responsibility. Participants stressed the need for fair processes — including proper pitch fees and balanced agreements — to ensure meaningful contributions from both sides. They added that agencies bring cross-industry insight while clients provide data and context, and that combining these strengths is essential to remain future-ready.

The case study sessions explored behavioural and cultural transitions reshaping modern communication, spotlighting creative imperatives centred on authenticity, audience connection and the reinvention of brand canvases in an era where originality alone is no longer enough.

Industry leaders sharing insights throughout the day included Afzal Mahboob, CEO, Grey Group; Ajoy Kumar Kundu, CEO, Mediacom Ltd; Sarah Ali, managing director, FCB Bitopi; Sharjeel Karim, managing director, Interspeed Advertising Ltd; Ishtiaque Shahriar, executive vice-president and head of digital assets and communications, bKash Ltd; Drabir Alam, COO and director, X Solutions Ltd; Tanvir Hossain, executive creative director, Sun Communications Ltd; and Lutfi Chowdhury, co-founder and CEO, Adfinix Ltd, among others.

Communication Summit 2025 was presented by SMC Enterprise Ltd and powered by Walton Group. The event was organised in collaboration with Cannes Lions International Festival of Creativity. Strategic partners included the International Advertising Association Bangladesh, the Asia Marketing Federation, and the BBF CMO Club. The Marketing Society of Bangladesh (MSB) served as the knowledge partner. Le Méridien Dhaka was the hospitality partner, Backpage PR the PR partner, and Turkish Airlines the official carrier. The summit is an initiative of Bangladesh Brand Forum.