Azim Kidwai.

Chief Marketing Officer, Mercy Mission World

Azim Kidwai is a man with a vision and that vision permeates to all that he works on. He maintains a strong connection with his roots in Bradford through his work for IslamBradford, yet continues to lead Mercy Mission at an International level, as Mercy Mission’s Chief Marketing Officer. He is responsible for planning various campaigns across the world and is in regular consultation with the marketing functions in all Mercy Mission countries.

Azim is inspired by his peers, and is committed to developing and maturing relationships from across the spectrum of Islamic organisations to add value to responding to the needs, desires and aspirations of contemporary Muslims. He has been able to mature a unique skill set in campaign management through working on JustGoDoIT, JustGoParty, Ramadan TV, LetsLoveIt.com and SaveMaryam. He is a “connector” worthy of Malcolm Gladwell’s consideration and utilizes his network to promote external causes he is passionate about in addition to his Mercy Mission projects. As a trusted confidante of Azim once reported, “Be wary of asking Azim to do something for you because by the end of the conversation, you will have agreed to do something for Azim, usually for a worthy cause.” And he will do his utmost for the task he took on, so dealing with Azim is always a win-win. Travelling for Mercy Mission is another part of his job and he has made countless trips to promote Mercy Mission and its ventures all over the world.

All in all, Azim Kidwai, genuinely recognizes himself to have the best job in the world, and is eager to embrace those who have programmed their GPS’s for Jannah, so as to share a path to Paradise with his contemporaries.

In addition to working for Mercy Mission, he runs his own consulting company advising on a unique communications methodology he matured, the Message Realisation Approach (MRA). MRA works to focus organisations on the needs of the user/ consumer, and the understanding of who they are, and then uses this understanding to build communications campaigns. His main clients are in the public sector and a niche segment in the Islamic Dawah.