Campaign’s Creative Faces to Watch 2024 –, Manager – Strategy & Insight, Saatchi & Saatchi UAE
Age: 25
Nominated by Tahaab Rais, Group Chief Strategy Officer, Publicis Groupe ME&T:
Fatima has been one of the most impressive hires we have made in our strategy community. As strategy manager at Saatchi & Saatchi, her journey began with a significant win for Pepsi, while managing challenges for our megamoth tech client e&.
Currently, she’s elevating creativity for brands like Visa, Nana, and Oreo, while supporting Groupe agencies on other brands. She’s very hard working and passionate. Her work on Dosy that won Gold Effies and was the 3rd most awarded campaign at Dubai Lynx, including a Glass Lynx win, was integral to the success. She’s a talent definitely worth recognising.
Career highlights
My marketing career began in the UK, initially in PR for the music sector and digital marketing in education. This path took me to the realm of creative advertising in Egypt, where I ventured into strategy. Moving to Dubai was a pivotal decision, driven by my strategy passion and the chance to collaborate with exceptional leaders and strategists.
I’ve handled brands across industries like tech, insurance, FMCG, financial services, and more, contributing to internationally acclaimed campaigns recognised by WARC, MENA Effie Awards, Jay Chiats, and Dubai Lynx.
Guiding principles
Every opportunity that comes your way reflects your capability to excel at it. Doubts may arise with new challenges, but being chosen signals your ability to conquer them. Success hinges on self-belief.
Henry Ford summarised it: “Whether you think you can, or you think you can’t – you’re right.”
Side hustle
My side hustle includes researching holiday destinations that I never book, holding marathon video calls with my family in Egypt (it’s like pocket-sized therapy sessions, but without the bill), and experimenting with new recipes in the kitchen.
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