Inspired by his first Cannes Lions attendance, Asad Dhunna set up The Unmistakables, an award-winning consultancy that builds clients' confidence to have an unmistakable impact on culture and creativity.

Asad is a trusted advisor to the likes of Unilever, ITV and Cannes Lions itself. He has built up a team of skilled directors and consultants who are all unmistakable and who deliver impact to a range of organisations. He takes an evidence-based approach to inclusion, which is underpinned by a robust understanding how to help creative businesses contribute to a better society.

He combines professional with philanthropic, and was a trustee for akt, a leading UK LGBTQ+ homeless charity, Imaan, one of the world's few Muslim LGBTQ+ charities and on the board of directors for Pride in London, the largest LGBTQ+ event in the UK.