he Public Relations, Events, Digital and Activation Association (PREDA), in collaboration with Pinnacle X, has launched PREDAXIS – Minus The Gatekeep, a new platform aimed at encouraging collaboration, talent development and knowledge sharing within Pakistan’s communications and marketing industries.

The initiative was unveiled during a media launch at Habitt City’s City Talks venue in Karachi, where agency representatives, academics, media professionals and industry leaders gathered to discuss its vision and future direction.

Unlike a conventional conference or networking event, PREDAXIS is intended to function as an ongoing industry platform that aims to build stronger connections between businesses, educational institutions, professional communities and emerging talent working across communications, public relations, marketing, digital media, events and experiential sectors.

Speaking at the launch, PREDA General Secretary Shanaz Ramzi said, “PREDA was established to strengthen Pakistan’s communications ecosystem and PREDAXIS is an important step towards creating meaningful connections between industry leaders, future talent, academia and communities.”

PREDA President Selina Rashid Khan noted, “The future of our industry depends on how effectively we collaborate, share knowledge and create opportunities for the next generation. PREDAXIS has been established to bring stakeholders together and support the ecosystem for long-term growth.”

Senior Vice President Frieha Altaf said, “The strongest industries are built through connected communities, shared learning and meaningful collaboration. The future belongs to those who invest in talent and embrace change as a catalyst for growth.”

PREDAXIS founder Asif Memon said, “PREDAXIS is designed to be a catalyst for industry conversations, partnerships, talent development and innovation, creating a platform where opportunities, knowledge and relationships can thrive.”

Looking ahead, the initiative plans to host the PREDAXIS Summit 2026, bringing together more than 250 professionals, over 20 industry leaders and six panel discussions. Topics will range from artificial intelligence and reputation management to influencer culture, client-agency relationships, experiential marketing and the future of communications ecosystems.

The plans extend beyond the summit. Through campus roadshows and engagement programmes across Pakistan, PREDAXIS aims to connect more than 5,000 students and young professionals with industry experts, offering mentorship, leadership development and career readiness opportunities.

According to PREDA, the platform is built around the idea that a stronger communications industry depends not only on competition but also on collaboration, with PREDAXIS designed to encourage both. As it rolls out its programmes and partnerships, the initiative hopes to create more space for dialogue, learning and long-term industry growth.

While initiatives of this kind often promise greater collaboration, their long-term impact ultimately depends on whether they can translate those connections into lasting industry-wide change.