Industry Profile: DigitasLBi MD Adrian Farouk

By AdNews | 11 July 2017
DigitasLBi MD Adrian Farouk

Our Industry Profile takes a weekly look at some of the professionals working across the advertising, ad tech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.

We previously spoke with to MediaCom creative director Simon Jarosz.

This week we speak to DigitasLBi MD Adrian Farouk.

Duration in current role/time at the company:

Five years

How would you describe what the company does?

Leverage data, technology, creativity & media to create programmatic experiences to engage today’s connected consumer.

What does your role involve?

Herding cats to effectively herd other cats to places we have never been before.

Within the last six months/year, what stands out as the company’s major milestones?

Having started the business five years ago with no clients, no pipeline and only two people to being nominated for AdNews Digital Agency of The Year certainly brought a tear to my eye.

Best thing about the industry you work in:

Doing things that no one in Australia has ever attempted before.

Previous industry related companies you have worked at:

I worked at LBi in London for six years before joining Deepend in Sydney for the next nine.

Career-wise, where do you see yourself in three years time?

Doing the same thing on a bigger and bigger stage.

What is the elephant in the room? The thing that no one is talking about – but they should be.

If we accept that - in the future - anything that can be automated will be automated, then what is the role of humans? We create so much of our self-worth and satisfaction through our work. In the future it may not be necessary for everyone to work for society to function. Where does that leave us?


Tell us one thing people at work don’t know about you?

Genuinely no part of my life is private. It’s all been laid to bare on many a drunken night.

Top networking tip:

Be provocative.

My favourite restaurant for a business lunch is:

Sake, but be prepared… a great vibe but it’s bloody loud.

My favourite advert is:

Snickers, Hunger-rithm

My must-have gadget is:

My FitBit & my Pokemon Go Plus device… both of which are gamifying my everyday life and making me walk more

My favourite media is:


My favourite TV show is:

House of Cards

The last book I read:

Spot goes to the farm

My mantra / philosophy is:

Making mistakes is not a problem, making the same mistakes over and over is.

I got into advertising because:

I like to think

If I wasn't doing this for a living, I'd be:

President of the United States

In five years' time I'll be:

Fit, good-looking, rich, spiritually-enlightened and popular.

Define your job in one word:


What's your poison:

Heroin, it keeps me level.

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