Campaign’s Media Faces to Watch 2021 —Rachel Cecelia Fernandes, Senior Media Exeutive, Spark Foundry

Campaign’s Media Faces to Watch 2021 —Rachel Cecelia Fernandes, Senior Media Exeutive, Spark Foundry

Age: 27

Nominated by Nada Sameh, Senior Media Manager, Spark Foundry

Rachel has been on a journey of continuous growth since joining Spark Foundry in 2015. She constantly applies herself to developing her media knowledge, driven by a positive attitude and appetite for learning. As a result, she’s become the go-to person among teammates for guidance on test-and-learn projects. Even while managing a demanding account, Rachel finds time to contribute to company culture, building friendships that bring every newcomer into the fold. Rachel’s collaborative spirit and sunny disposition have made her one of the cherished members of our agency and loved by colleagues and clients alike.


I started my media career as a fresh grad in 2015, with Publicis Groupe, and have had the opportunity to support a number of accounts, like Etihad Airways, Abu Dhabi Tourism, Marriott and Mondelez. Working on a diverse portfolio of clients helped in seamlessly adapting to different strategic needs and planning requirements, ultimately building a solid foundation in the field. I currently work on the Mondelez account where there is a continuous strive to push boundaries on innovation, media and data. A proud example of this is helping win an Effie award for successfully executing Oreo’s first dynamic Youtube campaign in the region.

Guiding principles

The constant yearning for more knowledge in an ever-changing and growing space that is media.

Master the art of negotiation.

Offer and ask for help; collaboration creates value.

These are principles that I have been lucky to learn from both current and past mentors- Amine Abou Ajram, Nada Sameh and Ghida Batal.

How has Covid changed your job?

The pandemic has certainly changed the game for the FMCG industry and has resulted in challenges that were interesting and exciting to take on. If anything, it further pushed growth and innovation even more to overcome these challenges

Side hustle

The hustle. Well, not exactly, but close! I love to dance and the truth is if I did not work in media, I would have made a living either being in a dance crew or a dance choreographer- probably both.