Sidra Salman is a passionate advertising professional, a digital geek in spare time, a patriarchy buster in professional and social settings, and a yogi on most Sundays. She believes in utilising the collective power of her profession, her passion and her gender in creating meaningful narratives for the brands she works for.
With over 10 years of advertising experience, and a track record of creating effective integrated communications, she has embarked on a journey to engineer positive change in culture, behaviour and human lives.
Sidra has worked with some of the most prestigious ad networks like Saatchi & Saatchi, Mullen Lowe Group and Dentsu Aegis Network. 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.
Sidra currently works at Synite Digital - an affiliate of Dentsu Aegis Network in Pakistan - as Creative Director. 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 32 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 against the patriarchy bitten society.
In a nutshell, Sidra is a passionate creative with big dreams, some lost pieces of puzzle and a cause to die for.
Sidra's work can be reviewed at www.sidrasalman.com