LAUR BARBU

Co-Founder | Executive Creative Director
Brand Culture Network

Laur Barbu’s odyssey is one of creativity, vision, and relentless pursuit of brand storytelling. With more than 20 years in advertising and branding, he has journeyed from the craft of words as a copywriter to shaping global campaigns as an executive creative director and co-founder of the Brand Culture Network.

Early in his career, Laur discovered that branding and concept development offered far more than communication — they were opportunities to spark cultural movements and build lasting connections. This realization propelled him through creative leadership roles at renowned global agencies including Ogilvy & Mather, DDB, Scholz & Friends, and TBWA, where he steered campaigns for some of the world’s most recognized brands.

His creative voyage has left its mark on iconic names such as Audi, Opel, SEAT, Chevrolet, Vodafone, T-Mobile, Dunhill, Davidoff, Rizla, PokerStars, Unilever, WWF, Real Madrid C.F., and F.C. Barcelona. Along the way, his work has earned prestigious recognition at the Effie Awards, Cannes Lions, and other international platforms — testimony to the impact and resonance of his ideas.

At the Brand Culture Network, Laur leads with a bold creative compass, pioneering brand journeys that inspire audiences and revolutionize how brands are experienced. Working alongside our Chief Knight and Creative Leader, Ehmer Kirmani, he is committed to nurturing the next generation of creative talent — cultivating young storytellers and guiding them toward becoming future industry leaders.

Laur’s life’s work embodies the creative revolution at the heart of the Brand Culture Network: transforming brands into cultural forces, building IDEAL-led narratives, and shaping a purpose-driven future.

VAQUAS ALVI

Founder of Epic World and
Affiliate Partner of Brand Culture Network

A purpose-led business growth leader, Vaquas Alvi has dedicated his career to transforming organizations across the MENA region by aligning strategy, culture, and purpose into powerful forces for sustainable growth. As Founder of Epic World, a business transformation and purpose consultancy, and an Affiliate Partner of the Brand Culture Network, he brings more than sixteen years of experience guiding global, international, and local brands through cultural and strategic evolution.

At the heart of Vaquas’s odyssey is the belief that purpose is the ultimate catalyst for growth. Purpose, when embedded into strategy, culture, and operations, fuels alignment, ignites people, resonates with markets, and drives profitability. Guided by this conviction, he empowers organizations to unlock their true potential and navigate journeys of lasting transformation.

His career voyage includes leading a $10 million business portfolio as Regional Director and General Manager at leading WPP companies including OgilvyAction, Geometry Global, and Ogilvy Noor. During this time, he consistently delivered margin growth, operational breakthroughs, and business expansion across the Middle East and North Africa.

Vaquas orchestrates brand and business transformation journeys that translate purpose into tangible impact. His work ranges from leading purpose workshops that ignite an organization’s reason d’être and drive alignment, to guiding strategic business leadership where he fosters growth, optimizes operations, and cultivates high-performing teams. He also designs integrated commerce and social solutions that shape seamless customer journeys, while advancing employee engagement and communications by building vibrant cultures through innovative digital workplace platforms.

His expertise spans aviation, telecom, retail, pharma, technology, automotive, FMCG, fashion, energy, finance, and beyond. Recognized for thought leadership, Vaquas is a certified Harvard professional in Sustainable Business Strategy, a frequent keynote speaker and panelist at international forums, and has served as a judge for the prestigious Effie Awards.

Beyond his professional journey, Vaquas is deeply committed to social impact as the founder of Yaaden.org, an online initiative supporting caregivers of Alzheimer’s patients, reflecting his belief that purpose extends beyond business into shaping lives and communities.

Mahmood Nanji

Executive Director
Brand Culture Network

Mahmood Nanji’s odyssey is defined by a rare duality: a career that spans both the client and agency worlds, giving him a unique vantage point as a marketer, mentor, and cultural strategist. From steering high-value global and local brands to shaping communication narratives through consultancy, media, and academia, he has consistently bridged the worlds of business growth and brand culture.

With more than 30 years of leadership in marketing and sales, Mahmood has guided transformative journeys at some of the world’s most respected organizations. His strategic impact can be seen across roles at Unilever Pakistan, EBM, and Walmart USA, where he drove business expansion and market leadership. As Vice President Sales & Marketing at EBM, and later as Marketing Director for Tapal Tea, Clover Foods, Millac Foods, and Meindhardt Singapore, he transformed challenges into opportunities, significantly elevating brand equity and market share.

Mahmood’s consultancy work further reflects his versatility. He redefined General Tyre into GTR Tyre and helped establish the consumer division for Unifoods, launching the Good Goodies brand. His ability to translate strategic vision into cultural relevance continues to inspire both clients and teams across industries.

Beyond his corporate journey, Mahmood has been a guiding mentor to countless professionals who now lead multinational and regional companies at the highest levels. His passion for teaching, training, and knowledge-sharing has left a lasting legacy, shaping not only brands but also the next generation of brand leaders.

A seasoned public speaker and former TV and radio anchor, he has hosted programs on marketing and branding that continue to influence how audiences perceive and engage with brands. In academia, he shares his expertise through courses in sales and marketing, reinforcing his belief that brands are cultural phenomena with the power to inspire and shape society.

Today, as Executive Director at the Brand Culture Network, Mahmood channels his decades of experience into guiding purpose-driven brand odysseys. His leadership embodies the network’s ethos: humanizing brands, cultivating vibrant cultures, and revolutionizing the way organizations navigate the future.

Purnia Farrukh

Chief Architect & Brand Designer – Brand Culture Network
Founder, Itereight Consultancy | APAC & MENA

Purnia Farrukh’s odyssey bridges the worlds of architecture and branding, shaping experiences that live at the intersection of design, culture, and identity. As the founder of Itereight Consultancy, an architectural and experiential studio, and Affiliate Partner of the Brand Culture Network, she expands her creative canvas to a global scale, guiding transformative journeys across APAC and MENA.

An architect by profession and a creative soul by nature, Purnia merges architectural functionality with brand storytelling. She specializes in crafting brand identities, architectural environments, and lifestyle product designs that are not only functional but emotionally resonant. Under her leadership, Itereight has brought to life multi-faceted experiences — from residential, hospitality, and commercial spaces to immersive retail environments and expressive product designs.

Her design philosophy is rooted in research, narrative, and meticulous attention to detail. Whether shaping outlets, offices, or boutiques, Purnia transforms physical spaces into cultural statements while simultaneously building brand identities that inspire and connect deeply with audiences.

Educated at California State Polytechnic University and Sabancı University, she carries an international perspective into every project, navigating the creative voyage where architecture and branding converge. Her journey reflects the spirit of the Brand Culture Network: cultivating IDEAL-led experiences that humanize design, enrich culture, and shape the future.

Xahid R. Khan’s

Business Director – Brand Culture Network
Director & Growth Navigator – Marcom Network | Cinematic Brand Producer – MI Films Worldwide

Xahid R. Khan’s odyssey spans more than 15 years across branding, marketing communications, and cinematic storytelling. As Business Director at the Brand Culture Network and Director & Growth Navigator at Marcom Network, he has been pivotal in charting strategic opportunities and forging partnerships that propel brands toward transformative growth.

Since 2019, Xahid has also served as Cinematic Brand Producer at MI Films Worldwide, where he merges strategic insight with cinematic craft to create narratives that resonate across global audiences, particularly in the Middle East. His parallel role at Media Idee Worldwide, a Brand-First digital agency, reflects his passion for amplifying brands through digital innovation and redefining their cultural impact.

Xahid’s career journey includes leadership roles within multinational agency networks across MENA and Asia Pacific, where he guided digital transformations, mergers, and brand turnarounds. His strategic acumen has elevated some of the world’s most respected brands, including Nestlé, Unilever, Toyota, Mitsubishi, Philip Morris, Roche, Sandoz, GTR, and Continental Tyre. With each challenge, he has turned disruption into opportunity, consistently driving brand equity and market leadership.

At Owl Studio and within the Brand Culture Network, Xahid continues to navigate brand journeys with soulful design, cinematic storytelling, and innovative marcom concepts. His vision is to not only revolutionize how brands connect with people but also to nurture the next generation of leaders who will carry the odyssey of brand culture into the future.