5 Minutes with… Samira Rafi

Samira Rafi, executive creative director at Boomerang Communication, is an award-winning creative and strategic thinker with over two decades of experience. She’s also one of the female creative leaders the European Association of Communication Agencies (EACA) and LBB has selected to showcase as part of an ongoing series.

Chief executive officer of the EACA, Charley Stoney, says: “We all know how shockingly low the percentage of female creative leaders is across the industry. EACA’s own Creative Equality Survey 2024 also found that only 25% of creative awards in Europe have gone to women. I believe in the 'see it, be it' principle, so my hope is that this collaboration with LBB, to highlight female leaders, will provide vital role models for those rising up through the ranks."

Based in Morocco, Samira roots creativity in local insights to craft work that truly resonates with her target market. In 2024, she was named the nation’s Sacrée Femme of the Year as recognition for her outstanding contribution to creativity and leadership in the communication industry. 

Samira has served on the juries of prestigious international festivals, from Cannes Lions and D&AD to African Cristal Festival and MAD STARS. Google also selected her to be a RARE Leadership Academy Delegate, and she is a member of the International Committee of the UACC (Union of Communication Consulting Agencies). Considering giving back an essential responsibility of a senior professional, Samira has also served as a mentor and creative coach for Creative LIAisons and The 30 Minute University of Planning.

In conversation with LBB’s Zara Naseer, Samira discusses how leadership can turn uncertainty into opportunity, adversity into breakthrough, and creativity into positive change.

LBB> In times of economic or social uncertainty, what role does creative leadership play in sustaining a sense of purpose within your team or agency?

Samira> In times of economic or social uncertainty, creative leadership plays a key role in keeping teams grounded and motivated. It provides clarity, direction, and meaning when external conditions feel unstable.

Strong creative leadership helps build trust and creates a safe environment where people feel valued and heard. This sense of stability allows teams to stay focused on their purpose rather than on fear or pressure.

By encouraging collaboration, adaptability, and creativity with intention, creative leadership turns uncertainty into an opportunity to stay united, resilient, and forward-looking.

LBB> How do you personally define resilience in the creative industry – and how have you cultivated it in your own career?

Samira> In the creative industry, resilience is the ability to adapt, stay curious, and continue creating even in challenging conditions. It means accepting change, learning from failure, and turning constraints into creative opportunities.

Resilience is cultivated over time through experience, consistency, and a strong connection to purpose. By embracing change, staying open to learning, and remaining true to creative values, it becomes possible to grow and evolve.

LBB> What’s one moment of adversity that ultimately sparked a breakthrough for you or your work?

Samira> Early in my career, Moroccan advertising was largely led by foreign creative directors, especially from France. The work was often visually strong and creative, but there was a clear gap between the ideas and the local audience. The cultural references, insights, and tone did not always reflect how people in Morocco truly think or live.

This disconnect became a turning point. I realised there was a real need for ideas rooted in local culture, local language, and real Moroccan insights. I started pushing for creativity inspired by everyday life, traditions, and emotions that felt authentic to the audience.

That moment of adversity became a breakthrough. By embracing local culture as a creative strength, my work started to resonate more strongly, and it opened the door for my growth and recognition as a creative director.

LBB> What has been your experience when it comes to gender representation in creative leadership? How far have we come and how far is there to go?

Samira> In Morocco, especially today and within the creative industry, gender representation has evolved in a very positive way. Women are highly present across most major roles, including creative direction, art direction, marketing, and communication. There is no strong sense of gender discrimination in daily creative work, and talent is generally valued over gender.

That said, there is still progress to be made at the top level. While women are visible in leadership roles, fewer are present as agency owners or in top management positions. The industry has come a long way in terms of representation, but the next step is creating more opportunities for women to lead, own, and shape agencies at a strategic level.

LBB> How are you helping to nurture the next generation of creatives, and why is it important to you?

Samira> Like many senior professionals, there comes a moment in a career where giving back becomes essential. Guiding, supporting, and helping others find their path is a different form of fulfillment. Seeing a team grow, gain confidence, and succeed is as rewarding as personal achievements, sometimes even more.

Nurturing the next generation of creatives is important because creativity grows through sharing, transmission, and encouragement. It helps young talents believe in their voice and understand their value.

Beyond the role within the agency, this commitment also takes shape through mentoring on several international platforms, where time is dedicated to supporting young creatives. Serving as a jury member in multiple creative awards is another way to contribute, recognise emerging talent, and help shape the future of the industry.

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LBB> What’s giving you energy and inspiration right now – inside or outside of advertising?

Samira> What gives me energy and inspiration right now is, first of all, my passion for what I do. Creativity continues to be a strong source of motivation on a daily basis.

I believe in committed creativity and in standing for meaningful causes. As a creative, I embrace a bold, impact-driven approach. I strongly believe that creativity should not only serve business objectives, but also inspire positive change for people, the planet, and the industry.