2. SIDRA SALMAN – CREATIVE DIRECTOR
A passionate advertising professional, a digital geek in her spare time, and a yogi on most Sundays.
With over 10 years of advertising experience, and a track record of creating effective integrated communications, she has embarked on a journey to engineering positive change in culture, behavior, and human lives.
Sidra believes in utilizing the collective power of her profession, her passion, and her gender in creating meaningful narratives for the brands she works for. Sidra has worked with some of the most prestigious ad networks like Saatchi & Saatchi, Mullen Lowe Group, and Dentsu. She has handled a diverse portfolio of clients throughout her career, including but not limited to Unilever, Toyota, Procter & Gamble, Standard Chartered, Roche, and Phillip Morris.
She started Synite’s Creative Department with a small portfolio of five brands, and a team of two. In 5 years, she has grown the portfolio to over 30 brands and has now built a robust team of 25 extremely talented and diverse individuals.
She was amongst the 10 women selected for the Spikes’ See It Be It program in 2019, and was one of the Pitch Fanzine’s Superwomen in 2020. Sidra received Pakistan’s most prestigious advertising accolade, PAS Award, in 2015 and has a nomination in Effie Pakistan 2020. Recently, she has started an Instagram blog where she intends to inspire women in Pakistan in their fight for financial and social independence.