Next-Gen Advertising: Winning with TikTok in Bangladesh

President

Sanaul Arefeen is the Managing Partner of MATTRA and brings over 40 years of experience in Bangladesh’s advertising industry. Widely regarded as a pioneer, he has played a key role in expanding the scope of advertising beyond traditional formats by integrating experiential marketing, brand activations, and large-scale campaigns into mainstream practice.

His professional strengths include creative leadership, executional excellence, and a deep understanding of cultural and audience dynamics. As a founder of the Ad Club of Bangladesh, he has contributed significantly to strengthening the country’s advertising community.

As President of AAAB, he is committed to building a united and supportive industry platform that promotes creative excellence, professional integrity, and collective progress across Bangladesh’s advertising sector.

Vice-President

Nazim Farhan Choudhury is an advertising strategist, entrepreneur, and angel investor with extensive experience in brand building, strategic communications, and business growth. Over his career, he has worked closely with leading brands and institutions, shaping positioning strategies and driving impactful campaigns across industries. He is also a “Shark” on the Bangladeshi edition of the globally acclaimed show Shark Tank.

He began his career over three decades ago as a Management Trainee and now leads Adcomm, one of Bangladesh’s largest marketing communications groups. Under his leadership, Adcomm has evolved into a full-service network covering a wide range of advertising and marketing disciplines.

As a Board Member of the Advertising Agencies Association of Bangladesh (AAAB), he contributes to advancing industry standards and fostering innovation within the country’s advertising ecosystem. His work focuses on building enduring brands, nurturing creative excellence, and aligning marketing strategy with long-term business value.

General Secretary

Syed Ahsanul Apon is the Managing Director of Digital Expressions Ltd., a Dhaka-based advertising and communications agency. With over 32 years of industry experience, he has worked across brand strategy, integrated marketing communication, television commercial direction, and creative leadership for both local and international brands.

His expertise lies in storytelling-driven communication, nurturing creative talent, and guiding agencies toward innovation, including the responsible adoption of emerging technologies such as AI in advertising.

As General Secretary of AAAB, he focuses on strengthening dialogue, unity, and professional development within the industry. His vision is to foster a supportive, ethical, and future-ready advertising ecosystem that positions Bangladesh confidently on the global stage.

Treasurer

Sarah Ali is the Managing Director of Bitopi Advertising Limited, with 24 years of experience in advertising and strategic communications. She began her career in account management and strategic planning and now oversees overall agency performance, long-term strategy, operational efficiency, and organizational culture.

Her professional strengths include strategic direction, agency leadership, and performance management.

As Treasurer of AAAB, she has worked to streamline financial processes, including collections and member dues, while strengthening financial discipline within the association. Her vision is to build AAAB into a strong and unified industry body that agencies can rely on, that media organizations respect, and that stakeholders recognize as a guardian of professional integrity and industry progress.

Joint Secretary

M A Maruf is the Founder and Managing Director of Crosswalk Communications Ltd., with over 23 years of experience in advertising, communication strategy, and marketing. He has led campaigns that combine strategic clarity with creative impact across integrated communication, campaign development, shopper marketing, and event planning.

Throughout his career, he has contributed to delivering measurable business results for leading brands and has been part of award-winning teams at national and international levels. His approach is grounded in cultural insight, people-driven ideas, and sustainable creative thinking.

As Joint Secretary of AAAB, he focuses on industry development and fostering a compliant, transparent, and growth-oriented ecosystem where agencies can operate responsibly and sustainably.

Member

Meherun Nessa Islam is the President and Group Managing Director of CEMS-Global USA, a New York-based multinational organizer of international trade fairs, exhibitions, and conventions. With over 33 years of experience across global trade shows, events, and IT, she has led operations spanning seven countries and four continents.

Her professional expertise includes international business development, exhibition management, strategic partnerships, and cross-border stakeholder engagement.

As a Member of AAAB’s Executive Committee, she brings a global perspective to strengthening industry standards and international linkages. Her vision for AAAB is to position it as a forward-looking association that promotes innovation, ethical practices, and global competitiveness within Bangladesh’s advertising and communications sector.

Member

Dr. Muhammad Risalat Siddique is an entrepreneur and business leader working at the intersection of technology and modern advertising. His experience spans digital transformation, FinTech, branding, and infrastructure initiatives, with a focus on data-driven strategy and technology-enabled communication that drives business and social impact.

As Chairman of Analyzen, one of Bangladesh’s leading digital marketing and technology companies, he has played a key role in evolving it into a full-stack solutions partner that makes advertising measurable and humanizes technology. His work integrates strategy, creativity, data, and technology to help brands navigate transformation in a connected world.

A Doctor of Business Administration in Digital Transformation from IBA, University of Dhaka, and a guest faculty member in Digital Marketing, he brings a strong research-driven perspective to the industry.

As an Executive Committee Member of AAAB, he contributes to shaping a future-ready communication ecosystem through policy advocacy, ethical technology use, and industry collaboration.