Serfi Altun

Serfi is the Founder of Idea Bakery, a boutique global brand strategy consultancy company with HQ in Atlanta with global clients like Google, Bayer and Taco Bell. Idea Bakery has opened its Riyadh office past year after working for a decade in the region with brands like Visit Saudi, Saudia Group, Team Saudi, Ministry of Economy & Planning, Goody, Savola, Nahdi and SNB. Prior, Serfi worked for Procter & Gamble where she led and trained brand strategy & communications for North America and MENA for 16 years. For the past 3 years, Serfi has been the Dean at Cannes Lions.