Inside Madsemble 2025

Madsemble 2025 — Pakistan’s most anticipated marketing summit — brought together the country’s brightest creative minds and global marketing pioneers under one roof at the PC Hotel Karachi On 1st and 2nd October. Organized by the Pakistan Advertisers Society (PAS), the two-day summit blended inspiration, innovation, and insight, drawing over 250 industry leaders, strategists, and visionaries. From emerging technologies to the art of storytelling, Madsemble 2025 redefined how Pakistan’s marketing community envisions the future.

The event opened with a welcome address by Farheen Salman, Chairperson of PAS and CEO Food Division, Ismail Industries, Addressing the importance of collaboration, creativity, and purposeful innovation. The atmosphere buzzed with energy as attendees immersed themselves in keynote talks and strategic sessions. Discussions spanned everything from purpose-led branding and Gen-AI applications to creativity, design, and digital transformation. Networking sessions over tea and lunch breaks fostered collaboration and fresh partnerships, cementing Madsemble’s position as the region’s most impactful marketing gathering.

Insights from Around the World

This year’s edition featured an exceptional lineup of speakers who offered global perspectives with local relevance. Khalid Alvi opened with “The World in 2060,” setting the tone for bold thinking about the future. Junaid Iqbal’s “The Careem Story” inspired a spirit of entrepreneurship, while Thomas Kolster challenged brands to “Win With Value, Not Values”.

Marketing strategist Anton Reyniers shared on how you can adapt AI for survival in his session “Digital Darwinism,” while Rory Sutherland of Ogilvy UK delivered a masterclass on the psychology of creativity and decision-making. Visionary sessions from Shahzain Munir (“Rebirth of an Icon”) and Saad Jangda of Bazaar Technologies highlighted how legacy and innovation can coexist. Ammar Hassan unpacked the realities of influencer marketing, Meanwhile, creative powerhouses Ali Rez, Naila Fattouh, and Shahbaz Zobairi brought storytelling and design to life, showcasing how ideas become culture-shaping movements. With Nathalie Roos and Farheen Salman moderating strategic discussions and the Simorgh Award honoring outstanding achievement.

Building on last year’s five breakout sessions, Madsemble 2025 expanded its scope with eight diverse and dynamic breakouts, offering deeper engagement and hands-on learning for attendees.

Breakout sessions added a hands-on dimension: Atiya Zaidi and Rifah Qadri explored the art of clear communication in creative feedback through their session ‘Maza Nahee Aya.’ Faisal Sheikh in his session “From Haveli to Hashtag”, talked about the digital transformation for traditional businesses. Adil Hussain shared fresh insights on branding and consumer connections. Anton Reyniers in his session, “The Strategist’s Superpower: Turning Cultural Tension into Breakthrough Brand Ideas”, explored using cultural insight to craft powerful brand strategies. Ammar Hassan in his session, “Show Me the Impact! Stop Chasing Vanity, Start Driving Real Value”, emphasized data-driven creativity and meaningful marketing outcomes. Affair Studio AI and Symmetry Group led a session on “From Noise to Narrative: Working Gen-AI the Right Way,” where participants competed to create innovative stories using AI tools. Thomas Kolster explored “From Mirror to Mover”, redefining how purpose can power progress

Shahbaz Zobairi led a breakout session titled “Creative Connections,” where he explored how collaboration, cultural understanding, and human insight can drive more impactful creative ideas and meaningful brand storytelling. Madsemble 2025 ended on a high, a celebration of intelligence, innovation, and imagination.