Campaign’s Creative Faces to Watch 2025 – Mariam Maroof, Junior Copywriter, Serviceplan Group Middle East

Campaign’s Creative Faces to Watch 2025 – Mariam Maroof, Junior Copywriter, Serviceplan Group Middle East

Age: 25

Nominated by Nishant Shah, Executive Creative Director:

Mariam’s mind is a treasure chest of brilliant, slightly unhinged ideas—but she keeps the lid shut until you ask. Then, boom. Genius. Her writing has that rare, effortless charm—like an ad that accidentally became your favourite conversation. She’s quiet, but when she speaks, it’s pure Yoda-level wisdom (minus the confusing grammar). One of the most reliable writers in the game, she delivers gold every time. Also, considering her love for horror, we fully expect her to vanish one day—only to reappear as the mastermind behind a bestselling thriller. Until then, we’re lucky to have her.

Career highlights

My passion for writing began with journalism, where I was drawn to long-form storytelling and human-interest pieces. An internship at Serviceplan, however, led me into advertising. Now, just a year and a half in, I’m still learning, still fascinated by the ever-evolving ways brands tell their stories. The sheer breadth of the industry keeps me endlessly curious.

I’m a woman of few words, but a writer of many for clients ranging from the BMW Group to the Abu Dhabi Department of Culture & Tourism.

Guiding principles

Listen, observe, learn. Do good, honest work. I enjoy pushing myself to grow, whether it’s taking on new challenges or exploring new ways of thinking.

Side hustle

Outside of work, I sketch for fun and would love to be part of making a documentary one day. Storytelling, always.

I also have a possibly unhealthy obsession with iced Spanish lattes, bad jokes, and finding puns in places they don’t belong.

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