Samira has over 23 years of experience creating content and researching advertising, brand, and media strategy. Some of that time was working in radio and running her own production business in India, and for the last 18 years, working in research at Ipsos. Samira has worked across sectors, countries, and formats, advising clients to adopt a misfit mindset and make highly effective campaigns that audiences value. She is a regular writer, speaker, and commentator on marketing, media, and advertising. She lives in London and is the lead singer of the Ipsos band, ‘The Polling Stones’.