The Communication Summit 2024, themed “Disrupting The Norm: The Future of Creative Marketing”, proved to be a transformative gathering of marketing visionaries, industry leaders, and creative professionals. Held in Le Méridien Dhaka, on October 19, this premier event showcased the evolving dynamics of communication and creative marketing in an era of rapid technological advancements and shifting consumer preferences. Organised by Bangladesh Brand Forum, the summit featured a meticulously curated agenda, including Opening Remarks, Panel Discussions, Insight Sessions, Keynote Sessions, and the grand 13th COMMWARD Gala.
This year’s summit illuminated the strategies, technologies, and creative insights necessary to thrive in an increasingly complex global landscape. The summit’s rich mix of 1 Insight Sessions, 4 Panel Discussions, 1 Keynote Session, and an exclusive Leaders Dialogue facilitated vibrant discussions on emerging trends such as AI-driven creativity, omnichannel marketing strategies, and purpose-driven branding.
The summit began with opening remarks from Shariful Islam, Founder and Managing Director, of Bangladesh Brand Forum. In his speech, he emphasised the need for creative innovation, stating, “In a rapidly changing world, brands must go beyond the status quo by pioneering bold ideas and leveraging AI to create personalised experiences. Authenticity and purpose-driven marketing are now essential for building trust and lasting consumer relationships.”
LEADERS DIALOGUE: Trailblazers of Creativity: Pioneering Advertising in Bangladesh
The session, moderated by Ashraf Bin Taj, General Secretary of the Asia Marketing Federation (AMF) and Co-Founder & Managing Director of IDC Bangladesh PLC, featured panellists Geeteara Safiya Choudhury, Founder & Chairman of Adcomm Ltd., and Muneer Ahmed Khan, Chairman of Unitrend Limited. The session brought together decades of experience and insights from these trailblazers in Bangladesh’s advertising industry.
The discussion highlighted the importance of loyalty, integrity, and passion as the cornerstones of success in the advertising sector. The panellists shared their journeys, from modest beginnings to spearheading innovative campaigns. They emphasized the creative yet relevant nature of advertising, with notable achievements like the first music video in Bangladesh and iconic campaigns such as “Melay Jaire” and “Pastel” by Unilever. Challenges such as rapid technological advancements, shifting consumer behaviour—especially among Gen-Z—and inflationary pressures were identified as key hurdles requiring adaptability and foresight.
The speakers stressed the importance of treating brands as “babies,” understanding clients and audiences deeply, and evolving with market demands. They discussed the need for scientific advertising, leveraging technology as a growth tool, and fostering collaboration. The increasing interest of younger generations in marketing was acknowledged, alongside the importance of humility, listening, and balancing aggression with strategic thinking. Overall, the session celebrated the resilience and evolution of Bangladesh’s advertising industry, blending creativity with strategy to drive future growth.
PANEL DISCUSSION: Redefining Brand Authenticity: How to Stand Out in a World of Skeptical Consumers
The panel, moderated by Nazim Farhan Choudhury, Managing Director, Adcomm Limited, included distinguished speakers Farha Naz Zaman, Marketing Director, Grameenphone Limited; Awrup I., Agency Head and Chief Creative Strategist at Mighty:; Saiful Azam Chowdhury Mukul, Executive Creative Director, Grey Advertising Bangladesh; Sharjeel Karim, Managing Director, Interspeed Advertising Ltd.; and Md. Shadman Sadikin, Marketing Director – Home Care and Head, Digital Hub, Unilever Bangladesh Limited.
The panel discussion at the Communication Summit 2025 brought to light the critical importance of redefining brand authenticity in today’s rapidly evolving and sceptical consumer landscape. The speakers collectively emphasized that authenticity is not about following fleeting trends or making exaggerated promises but about staying true to a brand’s core purpose and values. Modern audiences, particularly Gen Z, have become more discerning and value meaningful, relatable stories that align with their emotions and beliefs. They are less likely to be influenced by superficial advertising and more drawn to brands that demonstrate consistency, transparency, and a genuine commitment to their purpose.
In today’s competitive market, brand authenticity is about creating a strong, emotional connection with consumers through storytelling that resonates deeply with their lives. Simplifying the message and avoiding overpromising were highlighted as essential strategies for building trust and maintaining credibility. Creativity and purpose-driven branding were identified as key factors that differentiate successful campaigns, with a strong focus on understanding and meeting consumer expectations.
Furthermore, the discussion underscored the importance of aligning brand narratives with the evolving aspirations and complex decision-making processes of modern consumers. This involves staying relevant and adapting to changing cultural and technological dynamics while ensuring the brand’s essence remains intact. Ultimately, the panel concluded that authenticity is the foundation for long-term success, as it fosters trust, loyalty, and meaningful relationships between brands and their audiences.
PANEL DISCUSSION: Creativity in Crisis: How Brands Can Communicate Effectively During Uncertain Times
The panel discussion, moderated by Sayeda Umme Salma, Chairman & CEO of BrandGear, with insights from Tanvir Hossain, Executive Creative Director, Sun Communications Limited; Taufique Mahmud, Executive Creative Director, Mediacom Limited; Kaushik De, Executive Creative Director, Interspeed Advertising Ltd.; Hasib Hasan Chowdhury, Executive Creative Director, Adcomm Ltd. delved into the pivotal role of creativity during times of crisis and how brands can communicate effectively under uncertain circumstances.
The panelists agreed that crises, while challenging, present unique opportunities for creativity to flourish, with examples from history such as impactful slogans and campaigns created during turbulent times. They emphasized the need to reframe crises not as obstacles but as opportunities to innovate, adapt, and connect meaningfully with consumers. Creativity, they noted, is often most vibrant when responding to adversity, making crises fertile ground for innovative communication strategies.
A recurring theme was the vulnerability of consumers during crises. Brands, therefore, must shift their focus toward understanding and addressing customer needs with empathy rather than contributing to their problems. For example, during the COVID-19 pandemic, Bkash demonstrated effective crisis communication by identifying challenges and offering practical solutions to consumers rather than introducing unnecessary complications. The panelists highlighted that successful branding in such uncertain times requires prioritizing solutions over problems and maintaining a sense of responsibility toward the audience.
The discussion further stressed the importance of balancing passion with practicality, particularly in managing budgets during crises. Budget constraints, while inevitable, should not stifle creativity. Instead, brands should treat budget limitations as an opportunity to demonstrate their resourcefulness and ingenuity. Strategic thinking, combined with passion, was deemed crucial in navigating these challenges.
The panelists also discussed the importance of timing and context in advertising during crises. Brands must know when to act, when to communicate, and when to remain silent. A well-timed message can resonate deeply with audiences, while ill-conceived communication risks alienating them. Panelists stressed that brands should “wait and watch” during moments of uncertainty, carefully assessing situations before responding. This approach allows brands to convey solutions and empathy without exacerbating the problems faced by consumers.
The discussion touched on the role of intuition and adaptability in handling unpredictable situations. Creativity in times of crisis requires prioritization, clear focus, and effective decision-making. While artificial intelligence can assist in routine tasks, the panelists underscored the irreplaceable value of human creativity in producing original and meaningful work. Senior management also plays a critical role by providing clear objectives and effective briefings, enabling creative teams to align their work with the brand’s personality and identity.
The panel acknowledged that crises are a continuous reality in the business world. However, with proper planning, adaptability, and clear communication, brands can not only mitigate the impact of uncertainty but also build trust and loyalty among their audience. Every crisis is an opportunity to reinforce the brand’s identity, and staying authentic, empathetic, and solution-oriented can help brands sustain and grow even in turbulent times.
INSIGHT SESSION: Gen Z: Redefining Digital Engagement
The insight session led by Md. Ehsanul Hoque, Regional Partner Director, APAC, Mediam Bangladesh Ltd., focused on understanding the unique behaviors and expectations of Gen Z in the digital landscape and how brands can effectively engage with this critical demographic.
The session highlighted that Gen Z consumers are reshaping the dynamics of digital engagement with their distinct values and preferences. Personalization emerged as a key factor for building trust and fostering meaningful connections with this audience. According to recent data, 55% of Gen Z prefer ads tailored to their specific needs and interests. To meet these expectations, brands must adopt highly personalized communication strategies, ensuring their messages are relevant, credible, and authentic.
Authenticity was identified as a cornerstone of building trust with Gen Z. The session emphasized that traditional reliance on celebrity endorsements may no longer be effective for this audience. Instead, brands should focus on using relatable individuals who resonate with Gen Z’s values and experiences. The lack of authenticity or relevance in communication is one of the main reasons Gen Z often distrust brands. To counter this, companies need to create content that is genuine, meaningful, and aligned with the audience’s needs.
The choice of social media platforms plays a significant role in engaging with Gen Z. Different platforms cater to varied consumer needs, and their effectiveness depends on the brand’s objectives and target audience. Platforms like YouTube Shorts, for instance, were noted for their potential to increase advertising reach by 30% while simultaneously reducing costs by up to 50%. Social media platforms are continually evolving to stay relevant, with each focusing on specific audience segments to maximize reach and engagement. Brands should strategically choose platforms that align with their goals and the preferences of their Gen Z audience.
A gradual and thoughtful approach is necessary when shifting a brand’s tone to resonate with this demographic. Quick, generic efforts are unlikely to succeed. Instead, brands should invest time and effort into understanding Gen Z’s expectations and building long-term strategies for brand expansion rather than focusing solely on short-term gains.
The session also touched on the importance of attraction as a key element in digital engagement. To win over Gen Z, brands must create content that captures attention and fosters emotional connections. Proper communication is crucial, as it can transform customers into advocates for the brand. Recent examples of consumer-led movements and rebellions demonstrate the power of advocacy when brands succeed in engaging their audience effectively.
Budget constraints should not deter brands from pursuing personalization. The session emphasized that there are cost-effective tools available to help brands craft personalized and relevant messaging even on tight budgets. Brands that utilize these tools wisely can achieve impactful communication without overspending.
PANEL DISCUSSION: Purpose Driven Marketing: Building Brands that Advocate for Social Change and Drive Business Value
The panel discussion, moderated by Tanzeen Alam, CEO, Delhivery Ltd., with panelists Farah Shahrookh Raza, Head of Marketing & Branding, Bangladesh Steel Re-Rolling Mills (BSRM) Ltd.; Shamim Uz Zaman, Chief Marketing Officer, Berger Paints Bangladesh Ltd.; Mohammad Akrum Hossain, Executive Creative Director, Asiatic Marketing Communications Limited; Nurur Rahman, Executive Creative Director, Grey Dhaka; Rasel Mahmud, Executive Creative Director, X – Integrated Marketing Agency, focused on the critical role of purpose-driven marketing in fostering social change while maintaining business growth.
The discussion underscored the increasing importance of aligning a brand’s purpose with its goals and the expectations of modern consumers, particularly the younger generation. While profitability remains the primary goal for businesses, the panelists emphasized that brands purely driven by profit often struggle to achieve long-term success. Purpose-driven marketing not only enhances brand value but also establishes a connection with consumers by resonating with their values, particularly in advocating for social and environmental causes.
One of the key challenges highlighted was the lack of patience and consistency in developing purpose-driven campaigns. Impatience and insufficient passion from brands hinder the establishment of a purpose-driven identity. It was stressed that creating a purpose-driven culture requires sustained effort, starting from purpose-driven campaigns that eventually permeate the corporate ethos. Furthermore, brands must carefully define their purposes, ensuring they align with the brand’s identity and the needs of their target audience, as a mismatched purpose can hinder success.
The panel also touched on the cultural context of Bangladesh, highlighting that many local brands fail to succeed due to their inability to align with Bangladeshi culture. For brands to achieve long-term relevance, they must listen to the younger generation, who are becoming increasingly vocal about sustainability, inclusivity, and meaningful social change. To stay relevant, brands must adapt and evolve their purposes to reflect these emerging values.
A critical observation made was that marketing often receives the first budget cuts in businesses. This can be detrimental to building purpose-driven campaigns, as consistent investment in marketing is necessary to create meaningful connections with consumers. The panelists noted that profit and purpose should not be seen as mutually exclusive; rather, they must coexist. By embedding social and environmental consciousness into their operations, brands can simultaneously drive business value and advocate for positive change.
The session also addressed sustainability, with panelists emphasizing the importance of reducing waste and focusing on practices like recycling. A purpose-driven brand must incorporate such sustainable practices into its mission, ensuring its actions align with its values.
INSIGHT SESSION: Importance of Unstereotype Advertisement in Bangladesh
The insight session, led by the Chief Executive Officer of Delhivery Ltd., emphasized the urgent need to challenge traditional stereotypes in advertising to reflect a more inclusive and progressive society. The speaker highlighted how advertising in Bangladesh, often unknowingly, perpetuates gender stereotypes and other societal biases, which fail to represent the diversity and reality of the population.
One of the major points discussed was the frequent reinforcement of gender roles in advertisements, such as portraying women in traditional domestic roles like cooking and cleaning while leaving men out of such narratives. These portrayals reinforce outdated norms and fail to present a contemporary and forward-thinking perspective on gender equality. To combat this, ads should challenge these stereotypes by taking progressive stances—for instance, depicting men in traditionally “female” roles, such as cooking, or showing women in non-traditional professions. The session emphasized that advertisements must provide equal representation and move towards unstereotyping, which can inspire social change.
Examples of successful unstereotyped advertisements were shared, such as the Berger campaign, which introduced the first female wall painters in Bangladesh, a groundbreaking step toward shattering gender norms. Similarly, Berger’s ads featuring both male and female painters demonstrated equal representation and highlighted the importance of gender inclusivity in advertising.
The session also acknowledged the shortcomings of traditional advertising, particularly the lack of representation of actual skin tones, which often contributes to unrealistic beauty standards. Ads that present diverse, realistic, and inclusive depictions of people can help challenge these harmful narratives and foster greater acceptance.
Furthermore, it was noted that taking risks in advertising to break stereotypes is essential, even though progressive ads may occasionally face criticism or backlash. Mistakes in these efforts should be acknowledged and addressed, but they should not deter brands from pushing boundaries and continuing to advocate for change.
The speaker emphasized that unstereotyped advertising is not just a moral obligation but also has a measurable impact on business performance. Inclusive and progressive campaigns have been shown to significantly boost both short-term and long-term sales by resonating with modern audiences and creating a deeper emotional connection with consumers.
KEYNOTE SESSION
The keynote session by Firrdaus Yusoff, Head of Creative at Forsman & Bodenfors Singapore, provided deep insights into the evolving dynamics of advertising and the pivotal role of creativity in driving impactful campaigns. Yusoff emphasized that in a world where consumers are constantly inundated with content, it is essential for brands to differentiate themselves rather than blindly following trends. The core message of the session revolved around the importance of risk-taking, creativity, and originality in building advertising strategies that truly resonate with audiences.
A critical takeaway was the importance of embracing a risk-taking mindset. Yusoff underscored that bold and innovative ideas are often the ones that grab attention, generate buzz, and make a brand memorable. Disruption in advertising is essential—brands that fail to disrupt and challenge the status quo risk being overlooked in the crowded marketplace. Risky ideas, while intimidating, can be the key to breaking through the noise and establishing a unique brand identity.
Creativity was highlighted as the lifeblood of effective advertising, particularly when working within budget constraints. Rather than replicating existing advertisements or blindly imitating trends, brands must focus on developing unique strategies tailored to their identity and objectives. This involves collaborating closely with clients, investing sufficient time in concept development, and pushing boundaries to uncover innovative solutions.
The session also touched on the growing role of comedy in advertising. Yusoff pointed out that humor has the power to evoke strong emotions, making campaigns more relatable and engaging. Furthermore, humor can be used to address serious issues tactfully, balancing lightheartedness with respect for the gravity of the topic. By leveraging comedy effectively, brands can strike an emotional chord with their audience while delivering meaningful messages.
Yusoff also emphasized the importance of perseverance and deep investigation when tackling challenging problems. While insightful problems may appear daunting, dedicating time and effort to understanding the underlying issues can lead to innovative and effective solutions. This process requires patience, imagination, and originality, which are foundational to creating standout campaigns.
Another key point was the role of collaboration and client relationships. Yusoff stressed the need for agencies to challenge their clients and encourage them to embrace creativity and risk. Spending time with clients to refine and develop concepts ensures alignment and maximizes the impact of the final campaign. Ultimately, this collaborative approach leads to stronger, more memorable advertisements.
PANEL DISCUSSION: The Evolution of Storytelling: Creative Impactful Narratives in a Disruptive Era
The panel discussion, moderated by MANAS PAUL, VP, Client Service & Executive Business Director, Asiatic Marketing Communications Ltd./ Asiatic 3sixty. l and featuring insights fromDrabir Alam, COO & Director, X – Integrated Marketing Agency; Zakia Zerin, Sr. Manager, Marketing Communication and Consumer Engagement, Nestlé Bangladesh Ltd.; Salahuddin Shahed, Chief Executive Officer, FCB Bitopi, explored the evolution of storytelling and how impactful narratives can thrive in today’s disruptive and ever-changing landscape. The conversation revolved around the importance of crafting compelling, inclusive, and innovative narratives while leveraging platforms and technologies effectively.
The panel highlighted that successful advertising doesn’t rely on a single formula but rather adapts to the context, audience, and cultural landscape. Identifying primary customers and selecting the right platforms to reach target audiences is crucial for delivering effective campaigns. While disruption in advertising can enhance attention and engagement, it should be subtle and strategically executed. Excessive or forced interruptions can backfire, reducing the overall impact of the message.
Artificial intelligence (AI) was acknowledged as a powerful tool that enhances creative capabilities rather than replacing them. AI allows for linguistic diversity, assists in cost-effective disruptions, and broadens the scope for creative experimentation. However, the panel emphasized that AI should serve as a complement to human creativity, enhancing storytelling without diminishing its emotional depth.
The discussion also stressed the importance of challenging stereotypes and fostering inclusivity in advertising. Disruptive and impactful storytelling requires courage, trust from clients, and an unwavering belief in the potential of bold ideas. To achieve inclusivity, the hero of a story must represent diverse perspectives and resonate with a broader audience. Advertisers should have the confidence to challenge conventions and tell stories that celebrate overlooked narratives, such as Maggi’s “Shuru Hok Bhalo Kichu” campaign, which honored the sacrifices of mothers through a simple yet impactful message.
THE 13TH COMMWARD GALA: CELEBRATING CREATIVE EXCELLENCE
The 13th edition of Bangladesh’s most prestigious advertising accolade- COMMWARD: Excellence in Creative Communication, honoured 146 creative campaigns in 26 categories through an auspicious award gala at Le Meridien, Dhaka, on October 19 (Saturday), 2024. A Bangladesh Brand Forum flagship initiative, COMMWARD, was presented in Association with The Daily Star.
More than 700 communication and marketing experts and enthusiasts attended the award ceremony. The awards were given in four ranks –Bronze, Silver, Gold & Grand Prix. This year, 1380 nominations from 79 creative agencies and organisations were submitted for the award. The campaigns launched and ran from 01 June 2023 to 31 May 2024 were eligible for nomination in COMMWARD 2024. The nominations were judged rigorously by 24 jury panels split into 14 shortlisting and 10 grand jury panels. Ten jury presidents further scrutinised the winning campaigns to ensure the proper ranks. The 13th edition of COMMWARD had 21 Gold winners, 50 Silver winners and 75 Bronze winners. This year, none of the campaigns received the prestigious Grand Prix recognition.
Opening the Award Gala, Shariful Islam, Founder & Managing Director, Bangladesh Brand Forum, said, “This year, COMMWARD is a testament to the remarkable strides our creative communication industry has made, even in the face of challenges and disruptions. In a constantly evolving world that demands that we disrupt the norm and innovate like never before, our industry has shown remarkable adaptability and creativity, demonstrating that Bangladesh’s communication landscape is not just keeping up but leading the way.”
Continuing the last edition, FCB Bitopi, in collaboration with COMMWARD, presented the ‘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 2024 gala also presented a Special Recognition to the pioneering advertiser of Bangladesh, the founder and Chairman of Adcomm Limited, Geeteara Safiya Choudhury, with the Outstanding Lifetime Achievement Award for her visionary leadership, unwavering commitment, and transformative contributions to the industry.
PARTNERS AND ACKNOWLEDGMENTS
The COMMWARD and Communication Summit 2024 was held in association with The Daily Star & Miniso Bangladesh (Communication Summit). Strategic Partner – Bangladesh Creative Forum (BCF), International Advertising Association Bangladesh, Roaring Lions; Knowledge Partner- Marketing Society of Bangladesh (MSB); Technology Partner – aamra Technologies Limited; Hospitality Partner – Le Méridien Dhaka; PR Partner – Backpage PR. Communication Summit is an initiative of Bangladesh Brand Forum, organised to foster innovation, collaboration, and excellence in marketing and communication.
