14th Communication Summit explores power of creativity amid chaos and cultural change

The 14th 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 hosted leading professionals from marketing, advertising, branding, media, public relations, and creative communication to discuss the theme "Chaos, Culture & Creativity: Reimagining the Communication Canvas."

This year's summit examined how creativity can grow in moments of disorder and how culture can support authentic storytelling in a fragmented landscape. Speakers discussed how communication professionals can turn confusion into opportunity and build narratives that connect with audiences while reshaping creative strategy for a complex digital era.

Welcoming guests, Sajid Mahbub, Group CEO and Executive Editor, Bangladesh Brand Forum, said, "The world of communication is evolving faster than ever before. Amid 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 3 keynote sessions, 4 panel discussions, and 2 case studies designed to unpack the changing communication landscape.

The keynote sessions set the tone for the day with views on creativity as a strategic method of solving business problems, the growing complacency of digital-era brands shown through the Zohran Mamdani campaign, and the communication structures needed to turn brand noise into clear and relevant narratives. Keynote speakers included Tanzeen Alam, Country Head, Bangladesh & SEA, Emami Limited; Awrup Irfan Sanyal, Head and Creative Strategist, Mighty:; and Taufique Mahmud, Executive Creative Director, Mediacom Limited.

In his keynote, Tanzeen Alam said creativity works best when it solves real business issues. "Habits don't change unless people understand why they should," he said, urging brands to use sharper, insight-led thinking. He stressed the value of simplicity and said a five-second spark, a small twist, or a cultural cue can be more effective than high production. He added that humour, nostalgia, and relatable emotion can turn daily challenges into strong stories, and that meaningful ideas come from real consumer insight and observing life as people live it.

The panel discussions covered key issues for the industry. These included partnership-based client–agency models, the need to balance content scale with creative depth, and the leadership approach needed for the next phase of marketing. Speakers also highlighted creative methods shaped by meaning, emotion, and cultural awareness, which they said are vital for long-term brand strength.

The first panel discussion noted that strong client–agency partnerships grow through honest collaboration, mutual respect, and shared responsibility. Speakers called for fair processes, including proper pitch fees and balanced agreements, so both sides can contribute fully. They said agencies offer wide industry knowledge while clients offer data and context, and that combining these strengths is crucial for future readiness. The panel agreed that long-term trust forms when teams work as partners through joint research and open problem-solving.

The case study sessions explored behavioural and cultural changes shaping communication today. These sessions highlighted new creative needs based on authenticity, audience connection, and the redesign of brand canvases in a time when originality alone is no longer enough.

Industry leaders shared their thoughts throughout the day. They included 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 and Head of Department, Digital Assets and Communications, bKash Limited; Drabir Alam, Chief Operating Officer and Director, X Solutions Limited; Tanvir Hossain, Executive Creative Director, Sun Communications Limited; and Lutfi Chowdhury, Co-Founder and CEO, Adfinix Limited, among others.

Communication Summit 2025 was presented by SMC Enterprise Limited and powered by Walton Group. Cannes Lions International Festival of Creativity was the collaborating partner. The strategic partners were the International Advertising Association Bangladesh, Asia Marketing Federation (AMF), and BBF CMO Club. Marketing Society of Bangladesh (MSB) served as the knowledge partner. Le Méridien Dhaka was the hospitality partner. Backpage PR was the PR partner, and Turkish Airlines was the official carrier partner. Communication Summit 2025 is an initiative of Bangladesh Brand Forum.