Toufik Lerari is a graduate of Skema Business School who began his career by joining the communication agency tequilarapido. In 2005, he acquired the company and transformed it into one of the top 10 independent digital agencies in France. In 2015, tequilarapido was named Regional Agency of the Year and has since supported major French international groups in their digital creative development.In 2010, Toufik, alongside his partner Marhoun Rougab, invested in Algeria and co-founded the Allegorie group. The group has demonstrated solid growth driven by a strong digital culture and governance, extending its influence across MENA and Europe through its four subsidiaries specializing in strategy, media buying, market research, and production.In 2012, Toufik and his partner launched the Fikra citizen conference, a unique platform that annually gathers over 2,000 opinion leaders to share inspiring ideas and foster positive collective dynamics.In 2018, the Allegorie group introduced Jow, a digital radio station that quickly became the go-to media for young people in Algeria and the broader region. Combining data intelligence with creative content, Jow radio has grown into a strong brand and a testing ground for the future of community engagement.In 2024, Toufik Lerari launched DUSENS GROUP to unite 240 employees and five entities—tequilarapido, Allegorie, Fifty 4 média, Tada Research, and Dusens advisory—under a single brand. DUSENS GROUP is now an international advisory communication group with a unique position spanning Europe, Africa, and the Middle East.