Asad is the Founder of The Unmistakables. He’s been around agency land, with roles at IncrediBull, FleishmanHillard and before starting up he worked at Weber Shandwick, where he led campaigns for Netflix, Microsoft and HSBC.

Over the years he noticed how being different served as both a help in developing campaigns for more niche communities and as a hindrance in fitting in with the agency norm. From speaking to others in the industry he realised he wasn't alone and has set about building an agency that is diverse at its core.

Asad volunteers as the Director of Communications for Pride in London (hence the pic) and frequently appears in media talking about why we need more representation.



A former account manager at communications consultancy Chameleon, Sara brings her experience of working with technology brands including Hootsuite and Optimizely.  

With a passion for improving diversity and inclusion within UK businesses, Sara introduced unconscious bias training during her time at Chameleon. This changed internal processes within the company to create a more diverse recruitment policy.

Before that, Sara worked at Reading University Students' Union as an education officer, launching the first campaign of its kind focused on tackling the BAME attainment gap within the organisation.


Chris Pearce

In 2019 Chris Pearce jumped aboard The Unmistakables to take up an internship as a Junior Consultant after graduating with First Class Honours in Design & Craft from the University of Brighton.

During university, he viewed social and environmental issues through a creative lens, crafting projects which engage people in what really matters such as toxic masculinity. Although consultancy was not his initial calling, The Unmistakables stands for something much bigger, which is what really enticed him. He was the first ever Unmistakable intern and is learning the marketing ropes while providing creative insight for meaningful campaigns.


Ruth Hoyal

Ruth joins The Unmistakables with over thirteen years of global marketing experience in audience insight, behaviour, brand, communications and innovation, working with a range of commercial, charitable and cultural organisations including John Lewis, Microsoft, MTV, Southbank Centre and Unilever. 

Most recently, Ruth worked at Girl Effect building brand and technology platforms to empower girls to change their lives. In her role, Ruth designed human-centred research with vulnerable and marginalised audiences to understand their needs and translate them to strategies, developed and launched first-to-market digital products, and developed content frameworks and messaging to drive behaviour change with internal and external audiences. 


Ben Brooks-Dutton

A former Freuds partner, author and campaigner, Ben collaborates with The Unmistakables as a part-time consultant (while continuing to pursue other freelance work on behalf of his other clients). Having worked in the big London agency scene for nearly two decades, Ben joins the team with a bit between his teeth: his mission is to try to make the brand and agency world more inclusive and diverse for the next generation.

After leaving his position as a partner at Freuds in summer 2018, Ben and founder of The Unmistakables, Asad Dhunna, first began collaborating in early 2019. This partnership saw Ben and Asad launch Wokeshop, a service that helps brands and senior marketers avoid the reputation damage of products and campaigns that might be perceived as misjudged or insensitive by certain minorities.


Laiqa Ahmad

Laiqa Miriam is a creative and Intersectional Feminist Activist. She channels these passions into her professional life as a Junior Consultant

After a year of in-depth research she wrote an 100+ page thesis, or Intersectional manifesto, investigating the key forms of socio-economic and cultural discrimination faced by Intersectional women, particularly of WoC, to legitimise the barriers they face in the UK’s creative economy. Having a Foundation Diploma in Architecture from the prestigious Architectural Association, as well as a BA with honours from Paris College of Art, previously Parson Paris, she is well versed on these experiences. Alongside this she has a professional background in Luxury Marketing from elite fashion houses located in London, Paris and New York.

At the age of 21, she launched “Highlighter,” a non profit organisation aimed at working towards a society where identity is no longer an obstacle for Intersectional creatives. A safe space to educate and empower emerging Intersectional people of marginalised genders, in the Creative Economy. Her work at The Unmistakables goes hand in hand with her own activism in Critical Race Theory, Intersectionality, Anti-Fatphobia and Cancer Awareness. 

Check out her digital platform at www.highlighter.org.uk