Erfaring
Farah begyndte karrieren i London i 2012 hos Think Publishing. Siden da har Farah været forbi AKQA og Droga5 i London. I 2018 landede hun titlen som Creative Strategy Director hos Vertic, hvorefter hun kom til Belong Agency, senest i rollen som Chief Creative Officer. I dag er Farah Co-Founder & Creative Director hos Twenty.
Motivation
Farah Dib har, siden hun indtrådte på bureauscenen, ikke været til at komme udenom som kreativ strateg og ej heller på årets liste. Dette qua hendes flair for at kombinere kreativitet og årelang erfaring med brands, toppet med nyskabelse og fortræffelighed. Som Co-Founder af bureauet Twenty kunne hun i 2020 tilføje titlen som iværksætter på CV’et. Bureauet har taget branchen med storm ved at tiltrække flere store kunder, hvilket kan tilskrives Farahs strategi- ske community tilgange med brands som Audi DK, Toms og NGO-fonden 5 Media. Fokus har været at repositionere pladsen i markedet og retænke en bedre fremtid, og med Farah som et kreativt fyrtårn og forkæmper for kønsdiversitet, har hun vundet branchens respekt. Farah lander sig en flot debut på The M List for hendes imponerende bedrifter og kamp om at gøre verden til et bedre sted.
HVAD HAR VÆRET DET SVÆRESTE FOR DIG I DET FORGANGNE ÅR?
Learning that under the right conditions, business as usual can change over night, giving way to a new normal. In sociology, we use breaching experiments to study people’s reactions during times where social norms are put on pause. Covid was one big breach, now we must ask: what else can we change?
HVAD BLIVER DIN STØRSTE PROFESSIONELLE UDFORDRING I 2022?
To continue to rethink, unlearn and reimagine, and push against the forces of complacency. Our biggest challenge will be to help shift the industry beyond tactical and campaign-based marketing, towards long-term brand building, rigorous insights, strategy and creative work that touch our hearts and souls.
HVAD HAR VÆRET MEST VIGTIGT FOR DIN SUCCES I ÅR?
Building and nurturing Twenty together with our ambitious team through the ups and downs of lockdowns and global unrest. We’ve long preached commu- nity to our clients – this year we all have to live and breathe it.
HVAD SAVNER DU, AT BRANCHEN DISKUTERER MERE?
The world is changing at an unprecedented rate, and it will demand from all of us to step up, think bigger, bolder and take greater responsibility for our role in shifting behaviours at scale. How can we raise our ambition levels, and contribute our skills to solving some of the challenges society is facing?
PÅ HVILKE(T) OMRÅDE(R) SER DU GERNE AT BRANCHEN UDVIKLER SIG?
More action. Less talk. If we don’t put real value into our words, they’ll lose their impact. I hope we find new common grounds – whether it’s in addressing the rapid decline of our planet, holding each other accountable for our claims or building diverse organisations where people excel because of who they are, not despite of who they are.
HVEM I BRANCHEN FORTJENER ET SKULDERKLAP – OG HVORFOR?
Crikey, I think all of us deserve a good hug after the last few years! But also, I’d like to tip my hat to other small agencies popping up, trying to think and do things differently, and to the brave clients who dare to see another way forward.