Salim is a thinker and tinkerer with over 22 years of experience in creative and media strategy.

His primary expertise lies in helping conceptualize and create meaning for brands through tuning into cultural, social, commercial and technological changes in the consumer and business landscape.

Born in India, his strategy journey started as a UI/UX strategist in the US. He came of age as a creative strategist at McCann Worldgroup in Singapore and FCB in Kuala Lumpur.

In 2016, he took a pivot with Dentsu which has seen him scale his media chops from strategy head for Carat Media to overseeing strategy for Dentsu Group media practice to his current expanded remit including Dentsu Creative as well.

He has won his fair share of global, regional and local awards including Clio, Mad Stars, FOMA APAC, Effies APAC & Malaysia, Malaysia Media Specialists, Malaysia Digital Awards.

Most importantly he is a naive optimist who has resiliently embraced disruptive changes with the mantra - ‘You can’t stop the waves, but you can learn to surf."