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~ Producing experiential events & unique experiences since 2007
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Pakistan’s PR and communications industry came together. And I loved what that represented.

An industry confident enough to celebrate its veterans, make room for its disruptors, put competitors in the same room and recognise just how much collective creative muscle exists here.

The maiden PREDAXIS featured @sharmeenobaidchinoy and @imtisalabbasi as their keynote speakers and invited so many accomplished agency leaders, communicators, marketers and old friends, I felt a real sense of shared history. Many of us have collaborated, competed, debated, reinvented ourselves, and grew up professionally alongside each other.

My contribution was a subject very close to my own work: The Experience Economy, with Frieha Altaf, Sarfraz Niazi, Ali Rashid Khan, and Amina Rashid Khan. Years of shared work meant we could skip the polite panel speak and get into the ideas, risks, madness and magic behind creating experiences that actually land.

My thesis?
We are not in the events business. We are in the memory business.

Kudos PREDA PAKISTAN, Selina Rashid, Fareshteh Aslam, Shanaz Ramzi, Hasan Daudpota, Hasan Rizvi, Pheby Haroon, Qamar Abbas, Afsheen Rizavi, Tehmina Khaled, M Asif Memon for bringing the fraternity together and reminding us how much there is here to celebrate. ❤️

#SidraIqbal #PREDAXIS #PREDA #Communications #PublicRelations ExperienceEconomy
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