Experts stressed that creativity and cultural understanding are now essential for brands seeking to communicate effectively amid rising noise, fragmentation, and digital disorder.
They also said that as traditional approaches lose impact, insight-driven ideas rooted in real human behaviour and cultural relevance are becoming the strongest tools for meaningful storytelling.
They were speaking at the 14th聽edition of Bangladesh Communication Summit, organised by SMC Enterprise Ltd and Walton Group at a hotel in the capital on Saturday.
At his welcoming speech, Sajid Mahbub, group CEO and executive editor of Bangladesh Brand Forum, said the rapid evolution of global communication demands sharper creativity and deeper empathy.
鈥楾he world of communication is evolving faster than ever before. Amidst the noise and uncertainty, creativity has become our most powerful compass,鈥� he added.
He also said that the summit aimed to rethink how culture, insight, and purposeful storytelling could help brands craft meaningful narratives and deliver better business outcomes.
In his keynote, Tanzeen Alam, country head, Bangladesh and SEA, Emami Limited, emphasised that creativity becomes truly effective only when it solves real business problems.
鈥楬abits don鈥檛 change unless people understand why they should,鈥� he added, urging brands to rethink traditional approaches with sharper and insight-driven thinking.
He highlighted the power of simplicity, noting that a five-second spark, a witty twist, or a strong cultural cue can often stand out more than heavy production.
Tanzeen also stressed that humour, nostalgia, and relatable emotion can transform everyday challenges into engaging narratives, adding that meaningful ideas come from immersing in consumers鈥� real lives and understanding their experiences.
The keynote session, comprised of three keynotes, also set creativity as a strategic problem-solving method in business, highlighted the growing complacency of digital-era brands through the Zohran Mamdani Campaign, and outlined the communication frameworks required to convert brand noise into coherent, resonant narratives.
Awrup Irfan Sanyal, head and creative strategist at Mighty, and Taufique Mahmud, executive creative director at Mediacom Limited, also spoke at the keynote sessions.
Four panel discussions focused on building stronger client鈥揳gency partnerships and balancing content scale with creative depth.
The discussions also highlighted creative approaches rooted in meaning, emotion, and cultural understanding鈥攅lements increasingly vital for long-term brand value.
Speakers stressed the need for fair processes鈥攊ncluding proper pitch fees and balanced agreements, so both sides can contribute meaningfully. They added that agencies bring cross-industry insight, while clients provide data and context, and that combining these strengths is essential to staying future-ready. The panel agreed that long-term trust forms when teams work as true partners through joint research and open problem-solving.
Leaders from country鈥簊聽communications, branding, and advertising agencies were also present at the event.
