The Marketing and Communications Department (MARCOM) at the Institute of Business Management (IoBM) hosted a thought-provoking panel discussion titled “The Pakistan Pulse: The Power of Strategy Fueled by Creativity” on Saturday, October 25, 2025.
The event brought together leading professionals from Pakistan’s media landscape, including Furqan Moin, Senior Manager Sales at Dawn; Daniyal Shahid, Founder of Metronome and Co-founder of Adcave; Sibte Hassan, Correspondent at Nukta Pakistan; and Muhammad Faraz, Media Faculty at IoBM.
Delivering the welcome address, Mr. Ejaz Wasay, Head of the Media Studies Department, IoBM, welcomed the distinguished guests and emphasized the value of industry-academia interaction. He expressed confidence that the session would offer valuable learning opportunities for students. “Today’s event brings together industry professionals from print and digital media: two powerful platforms that, when combined with creativity and strategy, shape how stories are told, how audiences connect, and how brands earn lasting trust,” he said.
The panel session, moderated by Muhammad Omar Iftikhar, Head of Communications, MARCOM, explored how creativity and strategy work hand-in-hand to create meaningful brand narratives. Furqan Moin highlighted how supplements at Dawn are crafted through meticulous planning to resonate with readers and reaffirmed the ongoing relevance of print media in the digital age. Daniyal Shahid shared insights on Metronome’s role in amplifying news and events through strategic creative communication that connects deeply with audiences. Muhammad Faraz discussed the logical framework behind creativity, emphasizing how words, sentence structure, and tone work together to shape perception and meaning. Sibte Hassan reflected on his journey from television to digital media, underscoring the importance of research in developing effective content and the growing dominance of short-form storytelling in today’s fast-paced media environment.
The guest panelists shared the view that creativity and strategy must be integrated thoughtfully, ensuring that each campaign reflects its intended objectives and upholds values meaningful to its audience. The session inspired students through the diverse experiences and practical insights shared by the panelists.