On the 25th and 26th of September, 2024, the MADsemble 2024 unfolded in Pakistan in all its glory, offering an exciting experience for marketing, advertising, and design professionals. The summit organized by the Pakistan Advertisers Society consisted of two days filled with collaboration, innovation, and inspiration. The event started off by offering professionals from Pakistan and around the world a chance to interact, work together, and investigate the future of the marketing industry.
In case you missed it, here’s a rundown of the two-day summit for you;
Day 1 – A Flawless Kickoff
The first day of the summit kicked off beautifully! The keynote for the opening session was delivered by Sudhir Sitapati, MD and CEO of Godrej Consumer Products. Sudhir’s contribution was a nice and refreshing throwback to the fundamentals of brand marketing where he also mentioned that many marketers, looking towards new trends and digital platforms, often forget the fundamentals that occur behind the success of brands.
The Executive Director of English Biscuit Manufacturers (EBM), Shahzain Munir, gave a brief overview of the company’s history and the extent to which it expanded their operations. Apart from its current popularity in Pakistan, he discussed his vision to take Sooper to new heights and make it the most popular biscuit in the world.
Shahzain’s ambition to take a homegrown brand to the global stage was truly inspiring, providing a powerful glimpse into Pakistani businesses’ huge potential in the international marketplace. His vision not only shows the innovative spirit of local entrepreneurs, but it also emphasizes the importance of investing in quality and creativity.
By aiming to establish Sooper as a beloved biscuit brand worldwide, he demonstrates Pakistani companies’ ability to compete and thrive on a global scale. This courageous goal serves as an inspiration for other businesses, inspiring them to dream big and reach new heights.
The closing session on Day 1 was chaired by President Emeritus, David Wheldon OBE, who has 40 years of work under his belt and said that branding is crucial. Last but not least, David had an interesting conversation with Unilever Chairman and CEO Amir Paracha, Dalda Foods CEO Aziz Jindani and Ehsan Saya, Managing Director of Daraz Pakistan and Sri Lanka.
Furthermore, they talked about the place of branding in the modern-day market. Aziz is said to have rather insensitively attacked the understanding of the brand manager’s role. Instead of a brand manager, she st, proposing whether the title was ‘brand manager’ what that job really meant, invited other people to discuss why brand managers need to evolve in the age of digital.
Day Two: Workshops and Interactive Sessions
On the second day of MADsemble 2024, a keynote speech was delivered by Mark Adams – Managing Partner, Innovation at Mach49, who literally ignited the audience. In particular, his speech called “What Fanatical Fans Can Teach Consumer Brands About Growth” stood out. There’s no denying that Mark was full of energy which the attendees enjoyed and walked away with ideas on how to capitalize on passionate brand advocates for growth.
Break-out sessions
The breakout sessions during Madsemble 2024 were a show in themselves, since they were dominated by vibrant voices of the dynamic leaders each of whom had a lot of knowledge to share and was hands-on. Mark Adams, Managing Partner of Mach49’s Innovation branch, opened the lively, interactive discussions for people to think beyond the status quo. Dolly Said, Founder and Managing Director of Mint MENA, gave an insightful speech to captivate audiences and spark lively debates.
The team from Quantica / Jazz Business Enterprise Solutions, through the pragmatic way of going at it, is hoping to discover some brand-new ideas. Adnan Syed has introduced both creative and healthy elements into the talk, making it interesting as well as edifying.
Nicholas Kemp, Account Executive, Cannes Lions International Festival of Creativity, wrapped up the sessions with thought-provoking strategies that encouraged active participation.
In another engaging session, Faizan S. Syed, the Founder and CEO of East River sat down with Ahmed Kapadia, Chairman & CEO of Sygergy Group, for a unique dialogue between haves and have-nots. Together, they portrayed a bright future for the advertising industry, demonstrating how local agencies can go toe-to-toe with the global giants.
During the session, Faizan shared a very clear roadmap that highlighted the importance of talent, training and technology. He stated confidently that they have the creative minds necessary for success. Adding more to this, Ahmed Kapadia said they just need the ambition to show their talent on a global scale. Their insights inspire a renewed sense of purpose and set the stage for a transformative approach to the industry.
Wrapping it up
Madsemble 2024 was not just any other conference; rather it seems to be the well needed jump start for change in Pakistans marketing landscape. PAS took note, and subsequently excelled as a hosting platform — providing us all an opportunity to learn from each other.
At the end of it all, there was no doubt that this material and bonding would also echo throughout the industry as an approach to a more creative and sustainable future beyond advertising. The energy and enthusiasm was palpable in the room, proving that events like MADsemble are urgently needed to chart Pakistan’s creative landscape.
Let us know your thoughts about the event in the comments below.
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