Ali is joint Head of Planning at BMF Advertising in Sydney. She works on brand strategy for a range of clients including ALDI and the FFA, as well as overseeing BMF’s research program.
On discovering that her Masters degree in 8th Century Social History was fascinating but qualified her for... not a whole lot, Ali eventually found herself in the slightly mad world of a London ad agency. Loving the pace of the work and getting to spend her time chatting to people in the name of research, she developed her career from there and has gained experience in agencies including TBWA, Wieden + Kennedy and client-side at Apple Europe. Ali has written several industry articles and commentary pieces, and recently appeared on Gruen, which was nerve-wracking and awesome in equal measure.
Ali is speaking at Order, Disorder and Creative Chaos: What's Best for a Sticky Brand? Her interest in wabi-sabi, disorder and chaos comes partly from trying to justify a naturally untidy mind and partly from a long-held interest in all things Japanese... though attempts to learn the language have not been successful.