Fadi Dada
فادي دادة
Ey up, habibi.
No correct way to pronounce the surname.
I write strategy.
Which means I define the problem, make clear choices on how to solve it, and write it all up in a way that motivates.
I’ve done that at leading agencies for some of the world’s most ambitious companies and non-profits, including Cancer Research UK, Revolut, Expedia, WSL Football, Asda, Greenpeace, Volvo, WWF, Unilever, Mars, Mondelez, Heineken and Diageo.
But my early career was far from the offices of London agencies.
I began by fixing medicine supply chains in the Middle East, working with Ministries of Health across the Gulf. Then I moved into environmental communications for a royal-backed research project in Oman. What I noticed was how often the message missed the moment – people didn’t act, not because they disagreed, but because something wasn’t connecting.
That made me realise: how people feel when they receive information matters just as much as what they’re told.
It’s what led me to the LSE, where I studied the social psychology of communication – how people process ideas, absorb meaning and make sense of the world.
Since then, I’ve been fascinated 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.
Follow. Scroll past. Linger on.
Lie about. Cry over. Queue for. Scream at.
Eat in the car. Drink on the train.
Pretend they’ve read. Pretend to care about.
Shazam in secret. Save for later.
Pick up. Put down. Pick up again.
That’s the energy I bring to every brief, every problem, and every choice I make to solve it.