Erfaring
Farah påbegyndte sin karriere som kreativ strateg hos AKQA. Efterfølgende fortsatte hun som senior kreativ strateg hos Droga5, før hun i 2018 blev Chief Creative Officer hos Belong Agency. I 2020 var hun med til at stifte bureauet Twenty, hvor hun i dag er medstifter og Creative Director.
Motivation
Farah Dib er Co-founder og Creative Director hos Twenty, hvor hun har spillet en central rolle i at etablere et innovativt bureau, der konstant udfordrer grænserne for kreativitet og effekt. Hendes ledelse har resulteret i anerkendelser som Sølv og Bronze ved Epica Awards 2024 samt gentagne sejre ved Rambukken, hvilket cementerer Twentys position som et af de mest markante bureauer i den kreative branche. Farah har en unik evne til at kombinere strategisk tænkning med kulturel indsigt, som set i kampagner for FCK og Adidas, hvor hun har skabt dybe bånd med målgruppen. Hendes globale erfaring med brands som Volkswagen, Nike og Vodafone har styrket hendes kreative tilgang. Farah er blevet en central figur i branchen, både for hendes dygtighed og evne til at udfordre kreative processer, og hun er derfor igen at finde på årets The M List.
Hvad er den vigtigste tendens i faget lige nu?
We’re reckoning with the effects of hyper-optimisation and short-term thinking on business impact and results. As risk-averse brands look for shortcuts in AI and algorithms, we need to become much better at articulating our value add. The trouble with logic is, everyone who follows the same steps gets to the same answers. To keep our, and our clients relevance, we need to re-make the argument for innovation and creativity.
Hvad er den største udfordring for faget?
Our biggest challenge is untangling ourselves from short-termism. When compensation and promotions are tied to affecting specific metrics on a quarterly or annual basis, it’s no surprise brand building suffers. Short-termism in the boardrooms is pushing brands to shy away from trying anything new or “too radical”. Our biggest enemy is not dissent, but indifference.
Hvordan løser man denne udfordring?
Ask the right questions and dare to challenge the brief. Our job is to ask the investigative questions, unveil and reveal the real challenge, and help our clients not just get what they asked for, but see the potential in what they might not even have thought of yet.
Hvad har været den vigtigste succes i dit arbejdsliv det seneste år?
Building an agency that embraces talent on their terms, enabling the brightest strategic and creative minds to thrive, while creating not just ads, but also starting a family, has been a truly rewarding experience for me. To be a woman, a leader, a mother, and an agency founder – that’s a feat I’m proud of.
Hvordan vil du i 2025 gøre brug af kunstig intelligens i dit arbejde?
AI tools are augmentation tools to our work, but they’re not supposed to replace our thinking. This year, I’m continuing to explore and experiment with the many brilliant ways AI can help us work smarter, while being more mindful of when it’s helpful, and when it’s hampering the human process of creativity and thinking.
Hvordan ser du marketingfunktionens rolle i en tid, hvor etik, transparens og samfundsansvar fylder?
Our responsibility is to think bigger. We live in a world that’s buckling under failed systems. We need solutions to societal problems much bigger than how to sell more products. We need to help shape a role for brands in an economic system that doesn’t just serve shareholders, but also humanity. We see patterns, build systems, persuade and change hearts and minds. It’s time to step up.
Hvilken udvikling eller tendens mener du vil definere marketingbranchen de næste 3-5 år?
AI, and the way we decide to use it, or let it use us.