Rafik leads the strategy teams at Dentsu Creative Canada. Throughout his career, he has held strategic roles in brand, customer engagement, digital and social change across APAC and North America. This cross-discipline path has shaped his holistic, media-neutral approach to communications and its impact on brands and organizations.

In the last few years, he has applied his approach to local and international brands such as Intel, Subway, SkipExpressLane, VW, Audi, McDonald’s, SingTel, Unilever, Amnesty International and WWF. He has an uncanny ability to get to the heart of a client’s issue, to reframe it as an opportunity in an instant, and to inspire refreshing ideas around him.

His work has been recognized at effectiveness and creative award shows both locally and internationally including Cannes Lions, Effies, D&AD and Clio Awards. These days though, he’s prouder of his department’s turnover-rate, which stands near- zero in the last four years, despite the great resignation.