Rammy Rifai

Sammy leads the strategic craft at Initiative Canada. With over 14 years of experience spanning both the media and creative disciplines, Sammy is a pivotal part of the Canada leadership team that was recognized as Canada Strategy Agency of the year in 2024. Sammy’s unique creative and media background allows him to champion and orchestrate cross-craft collaboration to build a unified approach to optimizing brand growth. His unique ability to bring actionable cultural insights that inspire creative thinking, and a deep-rooted understanding of consumer behaviour has helped drive transformational results for his clients.