Creative Communication Conclave Confronts Brand Complacency

Industry leaders have underscored the need for creative thinking to solve business challenges and warned against the risks of brand complacency in the digital age. Their insights shaped the daylong 14th Communication Summit, held on Saturday, 15 November, at the Le Méridien Hotel in Dhaka.

Organised by Bangladesh Brand Forum, the summit brought together top professionals from the country’s marketing, advertising, branding, media, public relations, and creative communication sectors. This year’s theme was “Chaos, Culture and Creativity: Reimagining the Communication Canvas.”

Speakers noted that the communication industry is now confronting rapidly shifting realities driven by digital transformation, evolving audience behaviour, and cultural change. They emphasised that conveying a brand’s message has become increasingly challenging, making innovative storytelling, deeper audience engagement, and a renewed approach to creative perspectives essential. According to the speakers, understanding people’s lives and cultures is now the foundation of effective communication.

Welcoming the guests, Sajid Mahbub, Group CEO and Executive Editor of Bangladesh Brand Forum, said, “Today, the world of communication is changing faster than ever before. Amid uncertainty and an overwhelming flow of information, creativity is now our strongest anchor. This summit reminds us that culture, humanity, and creative thinking together build brand narratives that truly connect with audiences and help businesses grow.”

The full-day event featured three keynote sessions, four panel discussions, and two case studies, exploring prevailing trends, future challenges, and evolving dynamics in brand communication.

Keynote speakers highlighted the practical application of creative thinking in solving business problems, as well as the dangers of brand complacency in an era dominated by digital consumption. The analysis of the “Zohra’n Mamdani” campaign was presented as an example, demonstrating the need for clear, credible and impactful messaging that cuts through information clutter. Keynote speakers included Tanzin Alam, Country Head, Bangladesh & SEA, Emami Limited; Arup Irfan Sannal, Head & Creative Strategist, Mighty; and Towfik Mahmud, Executive Creative Director, Mediacom Limited.

In his keynote, Tanzin Alam stressed that creativity delivers real value only when it solves real business issues. He stated, “To change people’s habits, we must first understand why change is needed.” He added that brands must move beyond traditional thinking and embrace sharper, insight-driven strategies. According to him, sometimes a five-second visual, a clever twist or a strong cultural cue can capture audience attention without heavy production.

Panel discussions addressed the limitations of pitch-dependent relationships and advocated for partnership-based collaboration between clients and agencies. The sessions also explored how to maintain creative depth amid rising content quantity, the importance of future-ready and purpose-driven marketing leadership, and the long-term value of financial, emotional and cultural strategies. Case studies examined the cultural and behavioural shifts brands must adapt to, and how these shifts are shaping communication practices.

Speakers in the first panel said that robust client–agency partnerships rely on cooperation, respect and shared responsibility. Fair practices—such as appropriate pitch fees and balanced contracts—enable both sides to work more effectively. They noted that agencies bring diverse industry expertise, while clients contribute data and context; this collaboration is essential for future preparedness. The panel concluded that long-term trust develops when both parties work together as genuine partners in research, evaluation and problem-solving.

Other speakers at the summit included Afzal Mahbub, CEO, Grey Group; Ajay Kumar Kundu, CEO, Mediacom Limited; Sarah Ali, Managing Director, FCB Bitopi; Sharzil Karim, Managing Director, Interspeed Advertising Limited; Ishtiaq Shahriyar, Executive Vice President and Head of Digital Assets & Communications, bKash Limited; Drabeer Alam, Chief Operating Officer & Director, X Solutions Limited; 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 hosted by Walton Group, with support from Cannes Lions International Festival of Creativity. Strategic partners included the International Advertising Association Bangladesh, Asia Marketing Federation, and BBF CMO Club; knowledge partner—Marketing Society of Bangladesh; official carrier partner—Turkish Airlines; and PR partner—Backpage PR. The summit is an initiative of Bangladesh Brand Forum.

DBTech/AC/IK/OR