Bangladesh Brand Forum hosted its flagship event, the 12th edition of Communication Summit, in association with The Daily Star and in collaboration with Cannes Lions International Festival of Creativity at InterContinental Dhaka on September 9 (Saturday), 2023. The day-long summit brought together local and global industry professionals and thought leaders to exchange insights on communication trends, strategies, challenges, and solutions.

Themed under “Creativity in the Age of Disruption,” the summit aimed to address the multifaceted aspects linked with modern communication strategies and sought to provide a panoramic framework to adopt the disruptive approaches in creative communications through a diverse agenda comprising an expert set of speakers. The summit hosted an engaging agenda comprising 03 Keynote Sessions, 04 Panel Discussions, 03 Insight Sessions and 01 Case Study.

Opening Speech
In the opening speech, Shariful Islam, Founder and Managing Director of Bangladesh Brand Forum, said, “We are living in the golden age of creative disruption. AI was in its premature stage during the last communication summit. But within a year, as we have gathered here today, we have glimpsed the true potential of AI. So, from now on, the road to going ahead should be filled with more innovative approaches. At the same time, we must be more critical in telling our social issues through our creative communications.”

KEYNOTE SESSION BY PARTHA SINHA
The first keynote session of the summit, titled “Navigating the Post-Pandemic Marketing Scenario,” was facilitated by Partha Sinha, President, The Times of India Group; President, The Advertising Club, India; President, Response, Bennett Coleman & Co. Ltd.; Executive Committee Member, International Advertising Association IAA.
Return on Investment (ROI) has long been the standard for measuring success in the marketing world. However, he challenged this fixation, urging marketers to focus on “Return on Ideas.” He emphasised that efficiency isn’t the sole goal; true effectiveness should be the primary focus. ROI, he argued, measures efficiency, not effectiveness. To achieve marketing success, it is essential to consider the bigger picture and the long-term impact of strategies.

While digital marketing promises precision and detailed measurement, Sinha pointed out that the reality is far more complex. People often don’t act according to what they say, and data can be unreliable. Moreover, a heavy focus on marketing to existing customers alone doesn’t drive substantial growth. Instead, the emphasis should be on attracting and engaging new customers. Sinha highlighted the overemphasis on precise targeting, which can sometimes limit the reach of marketing campaigns. From his perspective, reach and effectiveness are essential for building memorable brand relationships. Simply pinpointing a specific audience may not be as impactful as reaching a broader, more relevant audience.
Efficiency and effectiveness are two critical aspects of marketing, but they are not synonymous. Efficiency is yield-oriented, while effectiveness is result-oriented. Sinha emphasised that effectiveness has a long-term perspective, focusing on outcomes rather than outputs. In marketing, the goal should be to do the perfect thing rather than doing things perfectly.

PANEL DISCUSSION ON “FROM MARKETING TO MINDSET: ARE CMOS BRIDGING GAPS BETWEEN MARKETING, CREATIVES, AND BUSINESS STRATEGY”
Tanzeen Alam, Chief Marketing Officer, Berger Paints Bangladesh Ltd., moderated this panel. The renowned guests who joined the panel were Jun-un Nahar Chowdhury, Marketing Director, Apex Footwear Ltd.; Mir Nawbut Ali, Chief Marketing Officer, bKash Ltd.; Shadman Sadikin, Marketing Director, Home Care & Head of Digital Hub, Unilever Bangladesh Ltd.; Sajjad Hasib, Chief Marketing Officer, Grameenphone Ltd. The insightful session explored the evolving role of Chief Marketing Officers (CMOs) and their impact on bridging the gaps between marketing, creativity, and business strategy.

Jun-un Nahar Chowdhury emphasised the importance of marketers connecting with consumers on a deeper level. He stressed the need to communicate directly with consumers, gathering insights into why they choose specific products. Addressing these unique needs can transform average communication into highly effective messaging.
Nahar Chowdhury also highlighted the need for adaptability in marketing strategies. The one-size-fits-all approach no longer suffices in today’s dynamic market. Customisation and adjustments are crucial for achieving relevance and resonance with diverse consumer segments. In a cluttered market, maintaining brand consistency is a fundamental challenge. It was noted that consistency is essential to ensure brand recognition and reliability, even amidst fierce competition. Brands must stand for something that resonates with their target audience.
Mir Nawbut Ali discussed the role of CMOs in emphasising the importance of Return on Investment (ROI) throughout organisations. CMOs should inspire innovation and differentiation rather than merely following trends. Standing out in the market is vital for effectiveness. He also shared the journey of bKash, focusing on its evolution as a digital financial service provider.

INSIGHT SESSION BY MD EHSANUL HOQUE
Md Ehsanul Hoque, Partner Director, Mediam Bangladesh Ltd., conducted an insight session on “Customer-Centric Advertising: Aligning the Creatives to Deliver Personalized Experiences in New Media Age.” He emphasised that a good story in advertising must be relevant to the audience’s lives, teach them something new, and leave a lasting impact. Effective content adheres to the RISE framework, which stands for Relevance, Intellectual stimulation, Sensory appeal, and Emotional connection.

Personalisation is a driving force in modern advertising, with 87% of people expressing a preference for content that is personalised and relevant to their interests. 88% of viewers highly value intellectually stimulating content and 85% value content that makes them feel something. Emotional connection ranks highest among the RISE elements, surpassing relevance, intellectual appeal, and sensory stimulation. Building emotion over time is a key factor in the success of branding efforts.

To create a successful advertising campaign, it’s crucial to incorporate a diverse mix of RISE elements. Emotion, in particular, plays a pivotal role in capturing the audience’s attention. Millennials and Gen Z audiences expect personalised offers, with 67% desiring customised content. This underscores the importance of tailoring advertising messages to individual preferences.

PANEL DISCUSSION ON “THE CLIENT BRIEF: DO WE TAKE PROPER CARE OF CREATIVE FETUS”
Galib Bin Mohammad, Brand and Marketing Consultant, was the moderator for this panel discussion. The distinguished panellists were Salahuddin Shahed, Chief Executive Officer, FCB Bitopi; Tanvir Hossain, Executive Creative Director, Sun Communications Ltd.; Farooq Shams, Chief Strategy Officer, Asiatic Marketing Communications Ltd./Asiatic 3Sixty; Shamim Uz Zaman, Head of Brands & Marketing Communication, Robi Axiata Ltd.; Urfi Ahmad, Brand and Communications Director, Banglalink.

Salahuddin Shahed stressed the distinction between good, bad and no briefs. A good brief is comprehensive and data-backed. Numbers and indicators in a brief are not a problem but rather indicators of a problem that needs solving.

Tanvir Hossain highlighted the importance of creative freedom. Creatives thrive when they understand real client problems rather than being micromanaged. The three crucial aspects of a brief are time, a well-structured brief, and transparent budget discussions. Trust and honesty in budget discussions are essential for productive client-agency relationships. Creative solutions should logically address the right problems, considering the cultural context.

INSIGHT SESSION BY DRABIR ALAM
Drabir Alam, COO & Director, X – Integrated Marketing Agency, conducted an insight session on “AI in the Creative Industries: Opportunities and Pitfalls.” He initiated the session by delving into the intricate process of AI-driven image generation through denoising. He emphasised that this process forms the foundation for many AI applications in creative fields. Denoising involves teaching neural networks the nuances of various elements such as classification, localisation, object detection, and instance segmentation. It’s akin to providing AI with the ability to understand and interpret the visual world.

One of the primary challenges in AI for creative endeavours is connecting textual input with visual output. Drabir outlined how AI algorithms are taught to establish meaningful connections between textual descriptions and corresponding images. This is essential for creating AI systems that generate images based on textual prompts. A unique training process is employed to impart AI with the ability to recognise and work with noisy images. This involves adding noise to images deliberately. By processing images in this noisy context, the neural network learns to recognise and interpret objects and patterns even in less-than-ideal visual conditions. This is particularly valuable in scenarios where images may be unclear or distorted.

A fundamental aspect of AI training is the sheer volume of data involved. Drabir highlighted the significance of feeding AI systems copious amounts of data from diverse sources. This extensive dataset is crucial for AI to identify patterns, learn from examples, and predict desired outcomes. It’s essentially the process by which AI gains its knowledge and ability to respond to prompts. Drabir emphasised that AI, despite its impressive capabilities, is not sentient. It doesn’t possess consciousness or understanding when presented with a prompt or query. Instead, it follows a systematic process of identifying key terms or keywords within the input. It then searches its vast database for relevant information and attempts to construct a response that aligns with the user’s desires. AI lacks inherent knowledge or logic and relies on humans to build its logic system and database.

A noteworthy point brought to light was that AI-generated outputs tend to be generic. In other words, AI’s responses are not tailored to individual users but represent the most probable and common responses based on the input provided. This aspect underscores the importance of crafting precise prompts when interacting with AI systems. A central theme of the session was the idea that AI should serve as a tool to empower humans rather than replace them.

INSIGHT SESSION BY RISALAT SIDDIQUE
Risalat Siddique, Chairman (The Man of Steel), Analyzen Bangladesh Ltd., conducted an insight session on “Shaping the Future of Media Consumption: Trends, Technologies, and Audience Engagement.” He started the session by pointing out that one of the most prominent shifts discussed was how Bangladesh’s creative industry transcends geographic barriers. The widespread adoption of the internet and smartphones has empowered people nationwide, providing them with global connectivity. As a result, even remote areas are no longer limited by traditional geographic constraints, and media consumption has expanded beyond urban centres.

Media consumption behaviour in Bangladesh has seen a noteworthy transformation. Traditionally, it was assumed that rural areas relied primarily on television and traditional electronic appliances. However, recent trends indicate a shift in this pattern. Media consumption has now moved from the bottom to the top of the socio-economic pyramid, signifying media’s broader reach and impact across demographics. AI is playing a pivotal role in reshaping media consumption. He highlighted the use of AI for personalised responses in automated chatbots. By harnessing AI, brands and content creators can tailor user interactions, collect valuable data, and provide more engaging and relevant experiences.

Augmented Reality (AR) and Virtual Reality (VR) are emerging as transformative technologies in the media landscape. These immersive technologies redefine how audiences engage with content, creating new opportunities for interactive and immersive experiences.

PANEL DISCUSSION ON “HOW TO OVERCOME CREATIVE CONSTIPATION”
Jaiyyanul Huq, Chief Creative Officer, DotBirth, was the moderator for this panel discussion. The distinguished panellists were Hasib Hasan Chowdhury, Senior Group Creative Director, Adcomm Ltd.; Kaushik De, Executive Creative Director, Magnito Digital; Saiful Azam Mukul, Executive Creative Director, Grey Global Group; Rasel Mahmud, Executive Creative Director, X-Integrated Marketing Agency. They shared valuable insights on tackling creative challenges and nurturing innovation in the advertising and creative industry.

Hasib Hasan Chowdhury emphasised that every creative professional’s primary role is to generate ideas, and making excuses for creative blockages is counterproductive. In brainstorming sessions, every opinion, regardless of its perceived quality, should be valued equally. The repetition of successful ideas can stifle creativity, so thinking innovatively is crucial.
Kaushik De distinguished between two types of creatives: those naturally gifted with creativity and those who work through creative challenges. To foster creativity in the latter group, providing creative freedom and a supportive environment is essential. Mistakes should be met with constructive feedback rather than severe admonishment.

Saiful Azam Mukul noted that creative constipation often arises due to a lack of motivation or fear of rejection. To overcome these hurdles, individuals should let go of the fear of rejection and focus on focused thinking. Encouraging creativity requires logical guidance, practice, and understanding of the context.

KEYNOTE SESSION BY KAINAZ KARMAKAR
A keynote session on “Creativity Sitting Under Your Nose” was led by Kainaz Karmakar, Chief Creative Officer, Ogilvy India. She delved into the profound connection between culture and creativity in the advertising industry. Her insights not only shed light on the historical evolution of advertising but also underscored the transformative power of culture in shaping creative narratives.

Kainaz began by taking a look back at the advertising landscape. Global award ceremonies primarily celebrated Western creativity two decades ago. She did, however, highlight a remarkable shift in which Eastern creativity has emerged as a formidable force in the industry, challenging Western dominance. The pivotal role of culture as a creative catalyst was central to Kainaz’s discourse. She defined culture as “the customs, traditions, and beliefs that define a society’s way of life.” Culture is distinguished by its resilience; it is a way of life that is rarely questioned. Kainaz emphasised that culture can be influenced and reshaped by creative professionals.

PANEL DISCUSSION ON “ARE WE CRAFTING GENUINE MESSAGES IN A WORLD OF DELUSION”
Kaniska Chakraborty, Brand & Communication Professional, was the moderator for this panel discussion. The distinguished panellists were Ayesha Farzana, Senior Vice President, Client Servicing, Grey Advertising Bangladesh Ltd.; Bedoura Farhana, Head of Marketing Communication, Singer Bangladesh Ltd.; Brotee Tasneem Noorin, Head of Content & Strategy, Magnito Digital; Zakia Zerin, Senior Manager, Marketing Communication & Consumer Engagement, Nestlé Bangladesh.

The fourth panel discussion delved deep into the dynamics of messaging in the modern world, where authenticity and relevance play pivotal roles. The distinguished panellists shared their perspectives on the challenges and opportunities of creating meaningful and genuine messages in the realm of advertising and marketing.

Ayesha Farzana underscored the essence of crafting a genuine message. She pointed out that such a message should be relatable to the audience and not feel forced or imposed by brands. Authenticity and resonance were key aspects of her viewpoint.

Bedoura Farhana provided a pragmatic viewpoint, highlighting that the primary focus in branding and marketing often revolves around achieving sales. She acknowledged the challenges of balancing communication that demonstrates impact with meeting the expectations of the audience.

The panel discussed the changing communication landscape in the digital age. They emphasised that today’s consumers have access to a wealth of information and are diligent about fact-checking. This increased scrutiny has increased the value of authenticity and credibility in messages. The debate centred on the essential issues of message relevancy and sustainability. When a brand fails to meet expectations, it is frequently linked to a lack of alignment with the target audience and a lack of long-term influence.

Brotee Tasnim Noorin added a thought-provoking perspective to the discussion by pointing out that even when messages are written with good intentions, the end outcomes may not always reflect that. The intricate interplay of purpose and perception was examined.

CASE STUDY ON “FIFA WORLD CUP ON TOFFEE: CONNECTING BRANDS & VIEWERS”
Manas Paul, VP, Client Service & Executive Business Director, Asiatic Marketing Communications Ltd./Asiatic 3Sixty and Muhammad Abul Khair Chowdhury, Marketing Deputy Director, Banglalink Digital Communications Ltd., presented the case study. Toffee’s strategy began with setting specific viewership targets that had to be achieved during the FIFA World Cup. This approach ensured that their campaign had clear goals and metrics for success. These targets served as a driving force behind their efforts.

Toffee understood the importance of influencer marketing in the internet age. They strategically teamed with influencers to properly engage viewers who could connect with their target demographic. These influencers were crucial in spreading the campaign message and bringing viewers to the site. Toffee’s creative strategy included collaboration with big retail locations such as Shawpno and Meena Bazar. Through this collaboration, they were able to stream FIFA World Cup matches on small screens within these stores. This tactical approach increased their reach and engaged potential viewers where they shopped.

Toffee’s ability to attract viewers was remarkable. They successfully drew over 23 million internet shoppers during the FIFA World Cup. This high level of online interaction was a result of their successful marketing and digital presence. Toffee’s platform saw an increase in active viewing, with more than 15.5 million people watching a single match. These figures demonstrated the platform’s growing popularity during the World Cup, where millions of fans were actively involved.

The case study observed a noteworthy trend: a growing interest in Over-the-Top (OTT) content streaming in Bangladesh. This trend represented a broader movement in consumer behaviour towards large-screen OTT usage, providing Toffee and the industry with vital knowledge. Toffee’s agility and rapid preparation set it apart from its competitors. They achieved these impressive milestones with just 18 days of preparation. During this short time frame, they created an extensive ad placement inventory and initiated collaborations with brands.

Toffee’s popularity during the FIFA World Cup established it as a competitor to popular sites such as YouTube and Facebook. Google recognised their accomplishments, reinforcing their position in the digital arena. Toffee introduced a premium, ad-free edition of their platform in response to client feedback. This strategic move resulted in a 400% rise in data pack sales, demonstrating their ability to meet the needs of a wide range of users.

The Toffee App registered more than 5 billion minutes of usage during the FIFA World Cup. This incredible performance demonstrated the platform’s ability to fascinate and engage consumers, establishing it as a major participant in the streaming market. For a brief while, Toffee was ranked as the world’s fifth-largest OTT streaming platform. This achievement placed them alongside big international players such as Hotstar, demonstrating their rapid development and importance.

KEYNOTE SESSION BY ALI SHAHBAZ
The third and final keynote session was facilitated by Ali Shahbaz, Chief Creative Officer, M&C Saatchi Group Singapore; Director, World Toilet Organisation. He began the session by pointing out that creativity is about discovering and expressing one’s own unique and authentic voice, not simply drawing inspiration from others. It entails incorporating one’s culture into problem-solving while underlining the value of individuality and creativity in creative undertakings.

According to research, creative people live longer and happier lives. This observation emphasises the powerful influence of creativity on personal well-being and fulfilment. Creativity is recognised as a top-tier skill in an increasingly disruptive environment. The future promises even more disruptions, making creative thinking a critical tool for moulding it. Contrary to popular belief, creativity is not limited to a chosen few. Rather, it is a talent everyone can develop and use to improve their problem-solving abilities.

When it comes to ideas, creative people show incredible boldness. They are not afraid to express themselves, regardless of potential judgement or being labelled as “wrong.” This fearlessness is most noticeable in children, who frequently exhibit instinctive creativity. Fear of failure is a major obstacle to innovation. True creativity, on the other hand, entails taking calculated risks and even accepting the possibility of failure. The phrase by Lawrence Levy, “Creativity is dancing on the precipice of failure,” embodies this idea.

The Award Gala
The 12th edition of the most prestigious advertising accolade in Bangladesh- COMMWARD: Excellence in Creative Communication honoured 127 creative campaigns through an auspicious award gala at InterContinental Dhaka on September 9 (Saturday), 2023. A flagship initiative of Bangladesh Brand Forum, COMMWARD was presented in collaboration with Cannes Lions International Festival of Creativity and in association with The Daily Star and The award ceremony was attended by more than 700 communication and marketing enthusiasts. The awards were given across 25 categories, in four ranks –Bronze, Silver, Gold & Grand Prix.

This year, a staggering number of 1379 nominations were submitted for the award. The campaigns launched and ran during the period of June 01, 2022, to May 31, 2023, were eligible for nomination in COMMWARD 2023. Among these, only 40% of nominations got shortlisted, and 127 were selected as the ultimate winners after being rigorously judged by 268 jurors split into 14 shortlisting and 11 grand jury panels. 11 jury presidents further scrutinized the winning campaigns to ensure the proper ranks.

The 12th edition of COMMWARD had 05 Grand Prix winners, 19 Gold winners, 39 Silver winners and 64 Bronze winners.
This year, in collaboration with COMMWARD, FCB Bitopi launched ‘Reza Ali Independent Spirit Award’ in memory of Reza Ali, the Founder of FCB Bitopi and one of the pioneers of advertising in Bangladesh. This accolade celebrates independent, powerful and creative pursuits.

The auspicious Commward 2023 gala also presented a Special Recognition to the veteran Bangladeshi actor, stage director, and theatre producer Ramendu Majumdar with the Outstanding Lifetime Achievement Award for his visionary leadership, unwavering commitment, and transformative contributions to our industry.

Additionally, a special recognition was presented to Adcomm Ltd. for accomplishing a remarkable Golden Jubilee and serving relentlessly with groundbreaking advertising campaigns.