Noreen Farooqui

With my foot on the accelerator, I got comfortable in the driver's seat as I started my digital advertising career writing eDirect copy for Daimler Chrysler.

As Phoebe Fontaine, mother of two, I dished out hip hostessing advice encouraging my entourage of 30-something women that Vanity Fair Napkins was not only their grandmother's accessory in entertaining, but hers too.

Campaigning for Real Beauty, I broke down the stereotypes perpetuated by mainstream media and helped to redefine beauty with notable projects aimed at raising self-esteem in young girls and older women.

One of my favourite campaigns was Smarties, Show Your Colours. Aimed at 11-14 year-olds, my copy encouraged adolescents to become socially responsible adults. We did this with a contest consisting of duos singing their version of Everyday People. It was a hit.

How do you turn what's popularly known as a blah, boring career into something hip and fun? By demonstrating how industry-leaders are shaping the world we live in and how prospective university students can Rule the World as Chartered Accountants.

I've written on a diverse range of brands, and developed suitable marketing strategies complete with accompanying personas. In the last decade, I've also worked with a range of clients including feminists, corporate tycoons, new immigrants, the far right, the far left, and everyone in between. Accordingly, I adapt to the situation.

When I'm not working on advertising projects, my time is spent on research, writing, counseling, mentoring, editing, public relations and more, for various clients and social causes.