Campaign’s Creative Faces to Watch 2025 – Sidra Fareed, Junior Strategist, Imagination

Campaign’s Creative Faces to Watch 2025 – Sidra Fareed, Junior Strategist, Imagination

Age: 25

Nominated by Christophe Castagnéra, Head of Strategy – Middle East:

Sidra’s impact upon joining has been immediate. She has quickly become an essential part of the region’s offer since joining last year – deepening the team’s skillset and expertise. With an outstanding knack for cultural nuances only matched by her endless curiosity – she has consistently risen to the occasion on ever more complex projects without missing a beat. An impossibly calm individual, she is a beacon of knowledge for clients and coworkers alike. Sidra’s remarkable work ethic is only outshined by her thoughtfulness and care for others in big-hearted ways, which make her a joy to work with.

Career highlights

I am a strategist and a cultural analyst born with a questioning mind and a restless drive to create. From leading cultural research at top agencies to crafting experience design strategies for world-class brands, I turn insights into action. My work has earned international awards (Project Set Innovation Challenge, Aqdar World Summit, Cisco World Championship, ICE Tank Dubai) and features in various media outlets for thought leadership around branding, culture, and technology. Be it trend forecasting, audience mapping, or building sustainable frameworks, you’ll see me thrive on creating what doesn’t yet exist – but should.

Guiding principles

My guiding steps are curiosity, iteration, and creation. Above all, I believe in understanding people in their full complexity. The best strategies are built on human truths, connecting cultures, sparking conversations, and creating real value. That means listening, questioning, and building solutions one step at a time.

Side hustle

Beyond strategy, I live for experiences – archery, music composition, writing, gaming, theatre – for me, the best insights come not just from reading but from living, doing, and experimenting. I collect rare art, learn new languages, and spark deep conversations with strangers, all feeding into how I see the world and how I build for it.

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