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Sidra Salman


A passionate advertising professional, a digital geek in her spare time and a yogi on most Sundays.


With over 10 years of experience in advertising and a track record of creating effective integrated communications, she is on a journey of engineering positive changes in culture, behaviour 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 off Synite’s creative department with a small portfolio of five brands and a team of two executives. In five years, she has grown the portfolio to over 30 brands along with a robust team of 25 extremely talented and versatile individuals.


She was amongst the 10 women selected for the Spikes’ See It Be It programme in 2019 and also one of Pitch Fanzine’s Superwomen in 2020. Sidra received Pakistan’s most prestigious advertising accolade, PAS Award, in 2015 and was nominated for an Effie Pakistan award in 2020. Recently, she has started an Instagram blog where she intends to inspire and support women in Pakistan in their fight for social and financial independence.

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