Fadi Dada
فادي دادة
Syrian with a Derby twang (ey up, habibi).
No correct way to pronounce the surname.
I believe the right strategy unlocks creativity, clarity and momentum.
It should move you. Stick with you. Make you act.
I’ve put that into practice at leading agencies, writing strategies for some of the world’s most ambitious companies and non-profits, including the Women’s Super League, Cancer Research UK, Revolut, Expedia, Greenpeace, Volvo, WWF, Unilever, Mars, Mondelez, Heineken and Diageo.
But my early working life was a long way from London strategy departments.
I started out fixing medicine supply chains in the Middle East, then moved into environmental comms for a royal-backed research project in Oman. What struck me was how often the message missed the moment – people didn’t act, not because they disagreed, but because something just wasn’t quite connecting.
It made me realise that how people feel when they’re given information is just as important as what you’re actually telling them.
That’s what led me to LSE, where I trained in the social psychology of communication – studying how people process ideas, absorb meaning and make sense of the world around them.
Since then, I’ve been obsessed with what really drives behaviour – not just what people say, but what they do.
What they…
Click. Crave. Bin. Buy. Rewatch. Regret. Screenshot. Swear by. Search for incognito. Mute but still check. Scroll past. Follow. Linger on. Lie about. Cry over. Queue for. Scream at. Post about. Eat in the car. Drink on the train. Pretend they’ve read. Pretend to like. Pretend to care about. Shazam in secret. Save for later. Never return to. Pick up. Put down. Pick up again.