About
I work at the intersection of storytelling and strategy.
I'm Kathy Ahfid — a writer, cultural consultant, creative director, and behavioural science expert based in London. The best creative work understands why people do what they do, and meets them there. That's what I try to make.
Currently, I'm a Creative Director at M&C Saatchi World Services, where I lead creative strategy for behavioural change campaigns across cultures and contexts.
I'm also the Head Scriptwriter for "Getting Warmer with Kal," a climate change television series produced by Earthrise Studio for Bloomberg TV, featuring Kal Penn.
On the side, I'm developing two television series of my own. I can't say much about them yet, but I'd love to tell you more if you ask.
Expertise
Creative direction, behavioural strategy, narrative development, brand positioning, campaign design, nudge design, policy communication, and multiplatform content production.
Newsletter
I publish "Everything is Political" on Substack — essays about the stories we tell ourselves and the ones told to us.
Speaking
I speak on politics and the MENA region, behavioural change and psyops, language and pop culture. Available for talks, lectures, and consulting engagements.