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Hi, I’m Maliha Aqeel, PMP, SCMP, MC,

an award-winning senior marketing and communication professional pursuing doctoral research into social purpose brands.


My Research

My doctoral research aims to explore whether purpose-led companies that consistently demonstrate their social commitment inspire particular actions, behaviors and attitudes in their customers.


This research will contribute to emerging dialogue on social purpose organizations and provide a customer engagement framework that companies can adopt to demonstrate their social purpose commitment with authenticity.

Who I am

I am Founder & CEO of The Ideas Collective Inc., an independent consulting firm that helps clients bring their brand purpose to life through purpose-driven content and communication programs.


Prior to starting my own consultancy, I was Director of Global Communications & Digital Channels at Fix Network World. I have 20+ years of experience working in corporate and agency roles in organizations such as EY, APCO Worldwide and Institute of Corporate Directors, connecting the dots between brand, marketing and communications to drive business objectives.

I'm currently Vice Chair of IABC’s international board of directors, with automatic succession to Chair in July 2023.

Industry recognition

I have won several IABC Gold Quill awards for brand development, content marketing, publications and internal communications, including two Gold Quill “Best of the Best” awards globally for employee engagement and for COVID-19 response management and communications. I'm a regular speaker at industry conferences and contribute to trade publications.

In 2021, I was named IABC Canada’s 61st Master Communicator (MC), a lifetime achievement award recognizing outstanding Canadian communication professionals.

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