Erfaring
Farah startede en international karriere i London, hvor hun først sad hos bureauet Think Publishing, og senere hos henholdsvis AKQA, Le Cool London og Droga5, inden hun vendte snuden henimod den danske bureauscene, hvor hun indtog rollen som Creative Strategy Director hos Vertic. Herefter kom hun til Belong Agency, hvor hun senest sad som CCO, inden hun i 2020 stiftede bureauet Twenty, som hun i dag er Co-founder & Creative Director af.
Motivation
Farah Dib fortsætter med at være en dygtig og kreativ strateg med en imponerende international karriere på The M List. Hendes succesfulde samarbejde med OMD og dedikerede team hos Twenty blev yderligere bekræftet, da de vandt Effekt Prisen ved Rambukken 2023 for deres enestående kampagne ”Guld Barre: Genoplivning af ikonisk brand og produkt” for Toms. Denne anerkendelse er et godt eksempel på Farahs evne til at levere strategisk tankegang og kreativitet, der ikke kun er nyskabende, men også med betydelig effekt på brandets succes. Twenty holder desuden fast i væksten for deres tredje år, hvilket også understreger hendes stålfaste vinderinstinkt og kreative lederskab og betydning som en stærk og markant skikkelse inden for reklameverdenen. Farah fortsætter med at inspirere med sit talent og passion for at opnå bemærkelsesværdige resultater.
HVAD ER DEN VIGTIGSTE TENDENS I BRANCHEN?
We’re seeing a radical shift away from enhancement of creative and strategic capabilities through AI as niche, to mainstream. And in doing so, we’re all having to reckon not just with the way it accelerates concept/strategy development for brand or creative strategists, but the ethical and legal implications of this.
HVORDAN HAR AI PÅVIRKET DIN TILGANG TIL MARKEDSFØRING?
The influence on my work and approach to both strategic thinking and creative development has been significant. From streamlining and expanding the parameters of my thinking, to helping me connect dots, discovering the potential to bring ideas to life in different ways, and expanding its potential by adding new methods to the toolbox every day. But it’s also been humbling – the more you learn, the more you discover how much you don’t know. There’s only one way, master this new era, or be outpaced by it.
HVAD ER DEN STØRSTE UDFORDRING FOR BRANCHEN?
Shaky world economy, uncertain futures and unpredictability can be bad breeding grounds for bold, new thinking. But, those who can and do leverage the challenges to create new opportunities will stand out and come out on the other side stronger than the brands and agencies that play in defense.
HVORDAN LØSER MAN DEN UDFORDRING?
Dare to look at the challenges we’re all facing as opportunities to leap frog competition, with the right solution. The edges of our comfort zone is where real impact can happen, for brands and the creative ad industry at large. We are here to lead the way, not to follow, and that is more, not less, true in uncertain times.
HVAD MENER DU ER DEN MEST UNDERVURDEREDE FÆRDIGHED INDEN FOR DIT FAG I DAG?
Emotional intelligence, solidarity and the bravery to stand for what’s right, even if it doesn’t serve our own interests.
HVAD HAR VÆRET DEN VIGTIGSTE SUCCES I DIT ARBEJDSLIV DET SENESTE ÅR?
Twenty is in its infancy, but in only a few years, we’ve managed to build a creative agency that can both think and do. In a year where I became a mother, I saw the agency and the team we’ve built excel more than ever – it makes me immensely proud to be able to see both these projects thrive at once.
HVILKEN MINDEVÆRDIG KAMPAGNE/MARKETING AKTIVITET HAR GJORT SÆRLIGT INDTRYK PÅ DIG?
Macmillan Cancer Support “Whatever it takes”.