Faith aware.Audience first.Alwaysauthentic.
Because that's when it started.
After Jummah. In cafés. On WhatsApp. We talked about campaigns that missed the mark, stories that didn't feel like ours, and research that couldn't see beyond stereotypes.
So we built something new. A place where strategy meets soul. A Muslim-led agency where faith is the lens, not a filter.
We Are Friday.
Built by practitioners.
Strategy, insight, philanthropy, communications and creative leadership, shaped by work with Muslim communities in the UK and internationally.
Adil Husseini
Adil leads Friday's strategy, client relationships and delivery. He has led audience insight, positioning and engagement work for organisations including UNHCR, UNRWA and Oxfam, bringing more than 20 years of senior marketing, fundraising and communications experience.
Basit Khan
Basit brings two decades of experience in partnerships, fundraising and business development. Through Friday, he helped develop UNICEF's Islamic philanthropy programme and partnerships. At Islamic Relief, he established its philanthropy and business partnerships function.
Mouna Kalla-Sacranie
Mouna leads strategy, donor communications and audience journeys at Friday. Her background includes seven years across WPP agencies, including Blue State, where she developed award-winning campaigns and communications for major charities and purpose-led organisations.
Rasha El-Sherbini
Rasha leads Friday's research and insight work, running qualitative and quantitative studies with Muslim audiences across the UK and international markets, from focus groups and depth interviews through to segmentation and reporting.
Sadiya Hussein
Social platforms, creator-led content and community conversation. Shapes how campaigns behave in the places Muslim audiences already spend their attention.
Maha Murtaza
Maha is our Research and Insights Specialist at Friday, bringing experience across qualitative and quantitative research. She works across focus groups, interviews, data analysis and reporting, turning audience evidence into clear insights that inform strategy and creative thinking.
Three values.
No exceptions.
Faith Aware
We understand the role of faith in everyday Muslim life. Not as a marketing hook, but as lived reality that shapes decisions, communities and culture.
Audience First
We start with people, behaviour and trust before messaging, channels or campaigns. Every brief begins with listening.
Always Authentic
We reject tokenism and surface-level representation. Communities recognise what is real, because it is built with them, not for them.
Our expertise in Muslim audiences informs how we approach all underrepresented communities. When organisations need to reach beyond their existing base, the intelligence and cultural rigour we apply to Muslim audiences translates directly. That rigour is set out in our published Friday Research and in Friday Insights, our intelligence capability.