Tarek is a multi-award winning strategist with over 20 years of industry experience across some of the world's .entrepreneurial and creatively awarded agencies including: Grey London, Wieden+Kennedy, The Brooklyn Brothers, Fallon Sid Lee and Media.Monks. In these roles Tarek has led brand strategy for some of the industry’s most progressive brands including adidas, Tourism Ireland, PETA, AB InBev, The Financial Times, Sainsbury’s, Iceland (the country not the supermarket), Netflix, Cadbury and Coca-Cola.  Tarek’s work has been celebrated both for its creativity and effectiveness by Cannes Lions, The Effies, D&AD and Contagious Pioneers.  And in 2022, Tarek was recognised by Campaign Magazine for outstanding contributions to the industry in their 40 over 40 category and by BIMA (The British Interactive Media Association) as one of the nation’s top strategists and consultants.