Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal. 
Early ambition to become a city trader
Falling into media planning
Wearing trainers to work
Selling the internet in 1995
Crossing the creative and media divide
Why all things are not equal
The birth of planning
Why so many Englishmen end up in New York
Why 90’s sitcoms are still so popular
The power of stories to attract a global audience
The special relationship between audience and programming
The 3 aspects of Fandom
98% of commercial airtime is as engaging as the content
Pricing media based on emotion
Reflecting people identity on screen
Satisfying cultural curiosity
The representation hierarchy
The diversity divided when people feel seen
The power of empathy to connect with audiences
How empathy and sympathy are different things