Foreda Begum

Foreda graduated from the School of Oriental & African Studies, University of London, having completed a BA in Middle Eastern Studies. She moved into advertising after volunteering for grassroots charity – Restless Beings – where she discovered social media advertising. (Though the real story is that she watched Mad Men and decided she was going to be the next Peggy Olsen).

She joined the team at Manning Gotlieb OMD as a Social Media Assistant and quickly rose to Social Account Manager, growing the influencer proposition from its infancy to a core part of the team’s offering. Foreda then moved to social agency – That Lot – where she worked with clients such as Spotify and Channel 4. She also founded and led Team Inclusivity which was created to improve internal culture and enrich client work with D&I thinking.

In addition to helping That Lot, Foreda also founded her own influencer agency – Redefine Inc – which focusses on talent from multicultural communities including the likes of Dina Tokio, Chinutay and Ruba Zai.

Foreda has worked with an array of clients including Specsavers, John Lewis, Nissan, Estée Lauder, Odeon, Cosmo Magazine, L'Oréal and Dubai Modest Fashion Week.