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THIS IS YOUR LAST BRIEF

UMMA SAINI
Let’s start backwards this time. Not only in terms of our jobs, but life. And in both, what holds us back is fear. What can set us free is purpose. And there is a secret to find it. In my search for creative inspiration, I found it in the most unexpected form – in death. And I’m here to share what I learnt. So let’s sit back and head back into life, work and creativity. Because when we live life backwards, we get the power to move forward fearlessly!

UMMA SAINI

CREATIVE DIRECTOR

BBDO

SINGAPORE

Umma's journey in advertising began right after college and over a decade later she is one of the youngest and most celebrated Creative Directors in the world.

She is ranked the No.1 Creative Director in India by Campaign Brief Asia. And No.10 in the world by the Big Won Report – One of only two women on the list and the first Indian woman to have made it there.

She has won every international award there is, but her driving force is trying new things and making lives better with her work.

Umma is endlessly curious. Passionate about advertising backed with purpose. Believes advertising can affect culture and create change - for brands, consumers and the world.
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