Karachi: Asad Ur Rehman has officially taken over as the CEO of HUM Network, marking the beginning of a new chapter for the renowned media group. Asad, who was designated for the position in a 2024 press briefing alongside outgoing CEO Duraid Qureshi, has now assumed charge as Duraid steps aside to focus on other business ventures within the HUM Group.
Expressing his excitement about his new role, Asad Ur Rehman shared his admiration for HUM’s legacy and the creative vision that has made it a cornerstone of Pakistan’s entertainment industry. “It is an honor to work with industry icons like Sultana Siddiqui, Duraid Qureshi, and Momina Duraid. They are legends who have built and shaped Pakistan’s media landscape, and it is a privilege to collaborate with them,” he said.
Asad brings a wealth of experience to the position, and his appointment signals a strategic move to build on HUM Network’s success. Established in 2005, HUM TV has become synonymous with groundbreaking dramas like Humsafar, Zindagi Gulzar Hai, and Parizaad, earning a loyal viewership both in Pakistan and internationally.
Outgoing CEO Duraid Qureshi, who played an instrumental role in the network’s rise, emphasized his confidence in Asad’s leadership. “Asad Ur Rehman is the right person to lead HUM Network into the future. His vision and expertise will ensure that the legacy of excellence continues,” said Qureshi.
Asad is a seasoned marketing and communications leader with extensive experience across major brands, client organizations, and advertising agencies. Based in Dubai and London, he runs a boutique consultancy advising start-ups and social enterprises, focusing on scaling marketing and communications solutions, particularly in technology and Generative AI.
His career includes leadership roles at WPP’s GroupM in the UK, Unilever in London and Dubai, and board membership at Unilever for the MENA, Turkey, and Russia cluster, overseeing Media & Digital Marketing Transformation. Asad also founded and led GroupM offices in Vietnam and Pakistan, with additional assignments in Asia-Pacific and Latin America.
Asad has been recognized with accolades such as The Marketing Society UK’s Fellowship (2019) and Effie’s Marketer of the Year (2018). He served as the founding chair of The Marketing Society Middle East Chapter (2016-2018) and has participated in numerous prestigious awards juries, including Effie’s MENA (Jury President 2021) and Cannes Lions.
Asad Ur Rehman began his career in 1993 in the Sales and Marketing department at The News. MediaBites wishes Asad the very best in all his future endeavors.
