Ashraf has 20 years of experience in advertising around the Middle East. He spent most of his career in strategy, as he was head of strategy at JWT MENA in 2007 until he and his partners founded Interesting Times in 2011. Ashraf led the strategy on a variety of businesses such as STC, Shell, HSBC, Debeers, Cadillac Middle East, Ferrari World Abu Dhabi, and Red Bull. He focuses most of his energy at Interesting Times helping clients transform their culture and marketing.