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    Grey London hires Tarek Sioufi as chief strategy officer 

    By SHOOTUpdated:No Comments822 Views
    LONDON --

    Tarek Sioufi is set to become chief strategy officer at Grey London, joining from Media.Monks. He will take on his new role as part of the agency’s core executive team in June, reporting to president and chief creative officer Laura Jordan Bambach and global chief strategy and data officer Jonathan Lee. 

    At Media.Monks, Sioufi spent two years working as global executive strategy director. During his time there, he was instrumental in building out the company’s global creative offering, working for clients including Toblerone (Mondelez), Adez (Coca-Cola), BrewDog, Netflix, Havaianas, RobinHood, Shure, WhatsApp (Meta) and more.

    Prior to joining Media.Monks, Sioufi worked in senior roles at several high-profile creative agencies, including The Brooklyn Brothers, where he was chief strategy officer and head of strategy. 

    In the seven years he worked for The Brooklyn Brothers, he was involved in standout campaigns including “The new agenda” for The Financial Times, which called on leaders to drive progress in the boardroom and broader society, and “This is parenthood” for WaterWipes, which challenged the damaging ideals of perfect parenting.

    He has also worked for agencies such as Wieden + Kennedy London and Fallon London, where he was strategy director, and as a sr. strategist for Sid Lee Amsterdam & Carat Global. 

    While at Wieden + Kennedy, Sioufi led the agency’s biggest account–Sainsbury’s–through the pandemic. During this time, the agency created the brand’s most talked about Christmas campaign, “Food is home. Home is Christmas.”

    Sioufi is passionate about making the advertising industry more diverse and has been involved with Brixton Finishing School acting as a tutor and mentor for the past two years.

    During his time at The Brooklyn Brothers, Sioufi also co-founded Night School, one of the first agency DE&I initiatives designed to attract more diverse talent into the creative industries. While he is no longer involved, that entity is now in its fourth year and works as a springboard for individuals from underrepresented ethnicities and backgrounds to get into full-time roles at agencies, marketing departments and production companies.

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    Tags:Grey LondonJonathan LeeLaura Jordan BambachTarek Sioufi



    A “Masters” Class In Branding and Fashion

    Saturday, April 11, 2026

    If the world of high fashion has Fashion Week in Milan, with sleek models dressed in avant-garde looks strutting down the runways, then the golf world has the Masters, where players bound down verdant green fairways in azalea-inspired polos, exotic bird prints, the yellows of jasmine and the pinks of the dogwoods.

    Over the last few years, golf apparel companies have begun treating the first full week of April as their moment to shine, unveiling lineups of Masters-inspired drops they hope can capture the attention of those focused on the season's first major.

    The surf-style company Johnnie-O, for example, dips into the Deep South with its classic, understated Azalea Collection. Rhobak likewise offers an Azalea Collection, though with bold flower patterns designed to invoke the feel of being on the grounds of Augusta National. Malbon Golf, meanwhile, offers a "Birds of Georgia" set featuring images of those typically found about the course.

    Yet none of them carry the iconic Masters logo. Or reference Amen Corner. Or use the words "Green Jacket."

    All of those are trademarked by the club — three of nearly 100 trademarks on file — and force outside apparel companies to creatively build their connections to both the tournament and Augusta National without infringing on their intellectual property.

    "Makers of products for mass market dream of becoming a supplier to Walmart. Likewise, high-end brands salivate at the idea of winning a mandate from the Masters," said John Sabino, author of "The Augusta Principles: Timeless Business Lessons from the World's Premier Golf Club." "Apparel companies want to tap into the Masters' high-quality association and leverage the club's exalted brand."

    Yet tapping into that association is... Read More

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