In a recent interview, Syed Apon Ahsan, Director of advertising agency Expressions Limited, highlighted the burgeoning potential of Bangladesh’s advertising industry on the global stage. Despite significant growth and expansion, the industry faces a critical shortage of skilled professionals.
Apon Ahsan emphasized the need for educated youth to step forward and elevate the industry to international standards. He challenged the traditional notion that formal education is the sole path to acquiring necessary skills, saying: “Everyone does not need to be a graduate or to study in a restricted manner to acquire these skills.”
The landscape of advertising has evolved beyond traditional mediums such as newspapers and television, with digital platforms and Artificial Intelligence (AI) driving revolutionary changes in design and graphics. Apon Ahsan underscored the importance of adapting to this digital era, lamenting that Bangladesh’s advertising agencies lag behind global counterparts due to the scarcity of skilled manpower.
Reflecting on the industry’s evolution, Apon Ahsan noted a stark shift from a time of high quality and spontaneity in advertising to the present, marked by increased competition and a dearth of skilled professionals. He attributed this scarcity to societal pressure favoring academic certificates over practical skills, urging a reevaluation of success metrics beyond conventional career paths.
He criticized the proliferation of universities churning out graduates ill-equipped to meet industry demands, advocating instead for a focus on skill development from an early age. He stressed the importance of nurturing individual passions and talents, asserting that dedication to a craft over time inevitably leads to success.
Expressing concern over the declining quality of graduates, Apon Ahsan called upon the government to prioritize the establishment of specialized educational institutions fostering skill development. He emphasized the need for both quantity and quality in educational initiatives to meet industry demands effectively.
Regarding Expressions Limited, Apon Ahsan traced its inception to 1992 under the guidance of renowned cultural personality Ramendu Majumdar. He highlighted the agency’s comprehensive approach to advertising, encompassing diverse categories such as strategic media planning and buying both traditional (TV, Print, Outdoor) and digital media, events and activation, social behavior change communication, and strategic brand management.
Despite the immense potential within the advertising market, particularly in the digital realm, Apon Ahsan lamented the gap between local capabilities and global standards. He emphasized the importance of awareness and government support in addressing industry challenges, asserting that effective communication is paramount for sustained growth.
Regarding the work of Expressions Limited, he said: “Expressions is one of the top 5 full-fledged advertising agencies in Bangladesh. Four different categories of advertising are dealt with here. The Digital Expressions deals with the new media works. Express Events is a 360-degree communication agency that mostly focuses on all kinds of events, below-the-line activation throughout the nation. We have Expressions Social where we work on Social Behavior Change Communications with Government sectors, local and international NGOs, stakeholders, and other development organizations to bring positive change in various aspects of our lives. We are the first local agency to start working on this issue in Bangladesh.”
He also said: “Expressions strategic business unit deals with consumer products and brands. From brand identity and brand building to integrated communication across all media. We take care of strategic communication needs. We remain committed to customer demand, timeliness, and quality of work. We express brands better.”
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