First Communication Symposium - Booklet

07/10FIRST
COMMUNICATION
SYMPOSIUM
WEDNESDAY OCTOBER 7, 2015
ALBA UNIVERSITY, LEBANON
the
inspiring
passion

FIRST
COMMUNICATION
SYMPOSIUM
54 www.frontpage.co.com
Nous sommes très heureux d’accueillir à
l’Alba ce symposium organisé par la section
Publicité et Arts Graphiques de l’Ecole des Arts
Décoratifs, à l’occasion des 40 ans de la dite
section, et ce en présence de la fine fleur des
fils et filles du Pub, et du plus illustre d’entre eux,
en la personne de Jacques Séguéla.
Il y a 40 ans déjà, la section Publicité et Arts
Graphiques de l’Alba, pionnière au Liban,
ouvrait ses portes et accueillait alors ceux
qui sont devenus aujourd’hui les leaders du
marché publicitaire local et régional. Merci
à ceux-ci d’être là aujourd’hui, dans le cadre
de ce symposium consacré à une réflexion
approfondie sur les défis et enjeux auxquels
est confrontée la profession…
En1978,lorsqu’ilafallucréerunenouvellebranche
à l’Alba, le “département d’Art graphique et de
Publicité”,afind’yenseignerlapublicité,discipline
nouvelle, c’est Alain Brenas, jeune directeur de
ce département, qui a très vite donné la mesure
de son enthousiasme communicatif, et de son
engagement pédagogique sans faille, au service
de nouveaux horizons académiques.
Nous vivons au XXIe
siècle la troisième
révolution vécue par les hommes dans leur
histoire, grâce à des inventions qui ont changé
leur mode de vie.
La première est la révolution agricole à la
fin du premier millénaire avec l’invention de
nouvelles techniques de production agricole.
La deuxième est la révolution industrielle
au XIXe siècle qui a changé les habitudes
des peuples avec la production de masse,
des idéologies de masse et la démocratie
des masses.
Aujourd’hui, et depuis la moitié du XXe
siècle,
nous vivons la révolution numérique symbolisée
par la communication, véhicule de la culture et
de la démocratie, bref de la transformation de
l’homme par le savoir.
Il est impossible à l’homme de ne pas
communiquer. C’est un besoin qui se manifeste
dès sa naissance par des cris pour annoncer son
arrivée et par la sérénité ou des cris d’un autre
genre pour annoncer son départ.
Replaçons-nous dans le contexte de l’époque:
jusque-là, un créatif, c’était un “simple”
dessinateur… Mais les directeurs d’agences
ont besoin de collaborateurs ayant reçu une
formation académique plus complète: c’est la
raison pour laquelle l’Alba décide de mettre
en place un véritable département, avec
un programme cohérent, des professeurs
de qualité… Le Liban a besoin d’un tel
enseignement, les dés sont jetés: les 5
premières étudiantes pionnières de 1978 ont
pavé la voie à un département qui compte
aujourd’hui cinq spécialisations et plus de
200 étudiants. Ce premier cursus n’a cessé
depuis d’être amélioré, adapté, développé
et modernisé.
Le département attire de nos jours toujours
autant de jeunes gens, avides d’apprendre
tous les métiers de la Publicité… et fascinés
par l’aura de leurs ainés, diplômés de l’Alba,
dont les parcours sont souvent flamboyants:
que d’agences au Liban et au Moyen-Orient
sont en effet dirigées et constituées de
nos Anciens!
S’il est vrai que les circonstances difficiles,
depuis plusieurs années, que traverse la
région MENA, au vu des conflits sanglants qui
la déchirent, et des crises économiques liées,
rendent plus difficile et compétitif le travail en
agence, ce secteur reste vital et déterminant
pour la construction de l’avenir, pour l’heure
très menacé, de nos pays…
Nul doute que les conclusions auxquelles
parviendront les participants au symposium
viendront étayer nos certitudes académiques:
la Pub, dont on admet communément dans la
profession qu’elle est, sinon en crise, du moins
en profonde mutation aujourd’hui, reste un
vrai métier d’avenir!
Bienvenue à l’Alba !
La plus grande punition que l’on peut infliger
à quelqu’un est de le boycotter et le plus dur
châtiment que l’on fait subir à un prisonnier
est de l’isoler dans une cellule.
Consciente de l’importance de cette nouvelle
discipline dans la vie aussi bien privée que
publique des individus et des sociétés, Front
Page Communication met à la une comme son
nom l’indique cette discipline qui a transformé
les relations entre les hommes, ainsi que leur
mode de vie.
La principale activité de Front Page
Communication est certes de mettre son
savoir-faire en matière de communication,
de relations publiques et de réseaux sociaux
au service de ses clients mais elle a en même
temps le souci de généraliser la connaissance
de cette discipline parmi le grand public et
d’approfondir sa connaissance parmi les
gens du métier.
C’est à cet effet qu’elle a pris l’initiative
d’organiser ce premier Symposium d’une
série sur la Communication, qu’elle a intitulé
“La passion inspiratrice”.
La présence de Jacques Séguéla, invité
d’honneur et Key Speaker ranimera sans
doute la passion et sera source d’inspiration
aux jeunes qui écouteront leurs ainés parler
de leurs expériences, de leurs succès et leurs
échecs et le débat entre les représentants des
différentes générations permettra d’autre
part d’entrevoir l’avenir du métier de la
Communication dans un contexte alliant la
modernité à la tradition.
André Bekhazi
Dean of Alba
University of Balamand
Camille Menassa
Chairman
Front Page Communication

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SYMPOSIUM
09:00 – 09:25
Get together & registration
National Anthem
09:30 – 09:35
Host Welcome: Alba University
Pr. André Bekhazi & Mr. Alain Brenas
09:35 – 09:45
Opening Note
Mr. Camille Menassa
09:45 – 10:30
Keynote speech
“An Open Letter to the
Daughters & Sons of Advertising”
Mr. Jacques Séguéla
10:30 – 10:50
Coffee break
11:00 – 12:00
Session 1:
“Sharing a Generation’s Experience”
Mr. Akram Miknas, Mr. Edmond Moutran,
Mr. Mustapha Assad,
Chairman: Mr. Walid Azzi
12:00 – 12:45
Session 2:
“The Evolving Role of International
Agency Groups in the MENA Region”
Mr. Dani Richa, Mr. Joseph Ghossoub
Chairman: Mr. Ramsay Najjar
13:00 – 14:00
Lunch at ALBA
14:00 – 14:30
Keynote speech
“A Key Brand Vehicle Facebook/Instagram”
Mr. Jonathan Labin
Chairman: Mr. Sammy Moujaes
14:30 – 15:45
Session 3:
“Media Tomorrow’s Scene”
Dr.EdouardMonin,Mr.AntonioVincenti,
Mr. Daniel Young,
Chairwoman: Ms. Ghada Azzi
15:45 - 16:10
Coffee break
16:15 - 17:15
Session 4:
“Educate to Create”
Mr. Walid Menassa, Mr. Walid Kanaan,
Mr. Samer Younes, Mr. Karim Achy
Chairwoman: Pr. Leila Musfy
17:30 – 18:30
Students Open Debate
the
event
program

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the
Organizers
The Académie Libanaise des Beaux-Arts
(ALBA) is the first national institution for
higher education in Lebanon. Since its
creation in 1944, ALBA stands out as a leader
in the field of Fine Arts and Design in the
Middle-East. In 1988, it joins the University
of Balamand.
ALBA has been a pioneer in implementing
innovative study programs maintaining its
curricula at the leading edge of progress;
these include: Architecture, Fine Arts,
Interior Architecture, Global Design, Graphic
Design, Cinema and Television, Urban
Planning, and Landscape Architecture.
This variety of programs offers students a
unique educational experience through a
multidisciplinary teaching approach thus
stimulating their creativity.
Teaching at ALBA is undertaken by prominent
local and international professionals and
academics from various renowned institutions
to which ALBA is connected to through
several cooperation agreements which serve
to promote students” mobility. Moreover, the
participation in international workshops, be
them in Lebanon or abroad, gives the students
the opportunity to challenge their ideas and
discover new ways of sound analytical and
critical thinking methods.
In 2004, ALBA adopts the European
Credit Transfer System (ECTS) in order
to mainstream its programs with existing
international educational platforms.
Teaching in ALBA is mainly project-driven
thus encouraging students to combine
both theory and practice in a critical
approach. This method is nurtured by several
research programs implemented in various
departments. Classes at ALBA are human-
sized which allows students to receive a
tailored and personalized follow-up.
ALBA is strongly committed to excellence,
innovation, and public support through
mutual dialogue and participation with
the Community of Lebanon represented
through academic and public institutions, as
well as the civil society.
ALBA’s long-established professional
network provides students with high-end
employment opportunities tailored to local,
regional, and international labor markets.
Through their internationally renowned
projects and the prizes awarded to them,
ALBA’s graduates and Alumni alike bear
witness to its well-acclaimed success.
www.alba.edu.lb
ALBA UNIVERSITY
FRONT PAGE COMMUNICATION

FIRST
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SYMPOSIUM
The Global Association For A Changing World
The International Advertising Association,
headquartered in New York, is the only
global partnership of advertisers, agencies,
media and marketing communications
professionals, with many chapters across the
world. New legislation against advertising
and marketing communications is proposed
daily throughout the world. The industry is
under constant threat, and the IAA is pro-
active in responding.
IAA Mission Statement
1. Value of Advertising
2. Advocacy
3. Advertising Self-Regulation
4. Professional Development
5. Industry Forum
IAA- Lebanon Chapter
Founded on November 14, 1961, the Lebanon
Chapter was one of the first international
chaptersofthenetworktobeformed.Although
the IAA has no executive power, it nonetheless
played a formative role in shaping regulations,
business practices and ethics, to promote and
protect the interests of agencies, media, and
clients within the industry in Lebanon. It also
provided valuable opportunities for young
professionals to learn from the world�s
foremost leaders in advertising and media,
particularly at IAA World Congresses
organized every two years.
Our Members
The Lebanon Chapter is one of the active
chapters in the world. It includes around 110
members for the moment, from the different
Advertising and Communication sectors
(Advertising Agencies, Media, Clients, Regies,
Press, PR agencies, Production houses, MBUs).
The Chapter holds a general assembly every
year, and elects a new board of 11 members
for a 2-year mandate.
Activities
The IAA – Lebanon chapter holds many
events every year from seminars for the
young professionals to conferences with
international speakers and social events.
www.iaalebanon.com
www.iaaglobal.org
Front Page Communication is an integrated
communications consultancy bringing ideas to
life through PR, social media and events. Like
all creative agencies, we love big ideas – but
what’s the point of having a “big idea” that
doesn’t make business sense? At Front Page
Communication our team strives to create
innovative, bold and engaging content for your
business – it could be empowering, thought-
provoking, exuberant and imaginative all at
the same time, Front Page Communication
knows the right idea isn’t just about creativity
and artistry; it’s about creating multi-layered
communication solutions and being 100% on
target with your audience.
As an agency we immerse ourselves in the lives
of your brand’s potential users by uncovering
their motivations and needs, armed with these
game-changing insights, we shape strategies
with the power to radically shift behavior
thus turning audiences into advocates. Our
communication consulting experience covers
FMCG, Government, Finance, Insurance &
Real Estate, Oil, Gas & Energy, Technology
& Telecommunications, Fashion & Beauty,
Food & Beverage, Corporate & B2B, Airlines
& Automotive, Education, Travel & Tourism,
Health & Pharmaceutical.
Our service is holistic and involves a
disciplined approach to research, planning,
implementation and evaluation. We craft the
right messages and build brands from the
ground up seamlessly.
Our Services
• Consumer PR
• Corporate PR
• Crisis Management & Reputation PR
• Events & Conferences Management
• Fashion & Luxury
• F&B
• Hospitality
• Influencers & Lobbying PR
• Media/Influencers Relations
• Media Training
• Public Affairs
• Social Media & Digital PR
• Technology & Innovation
www.frontpage.co.com

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After graduating in Architecture from the
Académie Libanaise des Beaux-Arts ALBA in
1971, he began his teaching career in 1974 at
his alma mater, and also taught at Lebanese
University. He was ALBA’S Alumni President
from 2001 till 2014.
Member of the Order of Engineers and
Architects (Beirut) since 1972, he was
elected twice President of the Order’s
Architectural section.
Owner of his own architecture firm, he
achieved a great deal of works, namely:
residential and commercial projects, leisure
clubs, educational and medicals faculties,
hospitals, religious monuments, etc.
In 2010, he was appointed Dean of Académie
Libanaise des Beaux-arts Université de
Balamand, and is still in office till now.
http://lnked.in/andrebekhazi
André Bekhazi
the
Speakers
Pr. André Bekhazi
Dean of Académie Libanaise des Beaux-Arts
University of Balamand
Mr. Alain Brenas
Director of the Film School of the
Académie Libanaise des Beaux-Arts
Director of Advertising
and Graphic Design Department
Mr. Camille Menassa
Chairman - Front Page Communication
Mr. Jacques Séguéla
Mr. Akram Miknas
Chairman and Founder
Promoseven Holdings B.S.C.C.
Mr. Edmond Moutran
Chairman and CEO - Memac Ogilvy
Mr. Mustapha Assad
CEO - Front Page Communication
Mr. Walid Azzi
Publisher & Editor-in-Chief
ArabAd Magazine
Mr. Dani Richa
Chairman & CEO - BBDO Middle East & Africa,
and Impact BBDO MENA & Pakistan Group.
Mr. Joseph Ghossoub
Chairman - G & Co
Mr. Ramsay Najjar
Founder & Managing Partner
Strategic Communication Consultancy (S2C)
Mr. Jonathan Labin
Managing Director,
Middle East, North Africa & Pakistan
Facebook / Instagram
Mr. Sammy Moujaes
Managing Director
Dr. Edouard Monin
Chairman & CEO - Ipsos MENA
Mr. Antonio Vincenti
Founder and CEO - Pikasso
Mr. Daniel Young
Yield and Programmatic Director - DMS
(Member of the Choueiri Group)
Ms. Ghada Azzi
Managing Editor - ArabAd Magazine
Mr. Walid Menassa
Creative Director - Publicis Beirut
Mr. Walid Kanaan
Chief Creative Officer - TBWARaad
Mr. Samer Younes
Executive Creative Director
M&C Saatchi MENA
Mr. Karim Achy
Executive Creative Director
Havas Worldwide Beirut
Pr. Leila Musfy
Chairperson
AUB Department of Architecture and Design

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From 1967 to 1971, he became Head of
Programs Unit at Radio-Liban and the Middle
East correspondent of Radio Monte Carlo –
Europe – (1967-1976) and the ABC American
TV Network (1970-1972).
In 1971, he was appointed administrative
manager of “Media Press”, the advertising
unit of “An Nahar” and “L’Orient-Le Jour”
newspapers. Subsequently, he became the
administrative director of “L’Orient-Le Jour”
and founder & chairman of “Les Editions
L’Orient-Le Jour” publishing company. He
was also President of the Lebanese section
of “L’Union Internationale des Journalistes
de la Presse Francophone”, “President of
the Lebanese Businessmen Association”
(RDCL), and President of the “Beirut Rotary
Club”. From TV stations to newspapers
publishing, Menassa played a vital role in the
media world. He was founder and Editor-in-
chief for six years at Murr TV (MTV), News
and Political Programs from 1995 to 2001.
Menassa is a member of the “Lebanese Press
Order Board” and member of the “Islamic-
Christian Dialogue” Committee. He is a
lecturer in Communication and Journalism,
MBA Level at the Faculty of Human Sciences,
Saint Joseph University and a lecturer in the
Lebanese University - Faculty of Journalism.
Menassa holds a Bachelor of Law from Saint
Joseph University, Beirut.
http://lnked.in/camillemenassa
With over 50 years of experience in the
world of media, Camille Gabriel Menassa
had a distinguished career with leading
press, Radio and TV organizations. He is
currently the Chairman of “Front Page
Communication S.A.L.”, an Integrated
Marketing & Communication Agency and
International Vice President for the Near East
of “L’Union Internationale des Journalistes et
de la Presse Francophone” (U.P.F).
He started his career as a journalist in 1957
at L’Orient newspaper, before moving to
ORTF (Office de la Radio et de la Télévision
Française) as a Middle East correspondent.
From 1960 to 1971, Menassa was Editor-in-
Chief of the Lebanese Television, the first
TV station in the region and President of
the “Centre du Cinema et de la Télévision”
(1961-1967) which is affiliated to the Ministry
of Information.
After studying graphic art and photography
at the Penninghen Met Atelier in Paris and
the Cantonal School of Art in Lausanne, he
began his professional career in the world of
advertising and fashion photography. He then
assumed the central creative direction of a
regional agency in the Middle East, where he
directedseveralcorporatefilms,documentaries.
His academic career sees its debut at the
Académie Libanaise des Beaux-Arts in 1978
with the creation of the graphic art and
advertising department, followed by the
creation of the Film School in 1987, where he
still holds the director’s chair.
At the same time as his professional and
academics activities, Alain Brenas equally
pursues creative and expressive projects
through photographic, books and sculpture
exhibitions. He also undertakes numerous
journalistic photographic journeys to the
Middle East and Africa.
Alain Brenas is a jury member to various
festivals such as:
• Festival International du film AUBAGNE (France).
• Festival international des Films de L’Ecole
à Gamarth (Tunisie).
• Mois de la Photographie, Beyrouth,
organised by La Maison Européenne de la
photographie (President).
• Prix du Mabrouk d’or Fondation Liban Cinéma.
Alain Brenas Camille Menassa

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“AN OPEN LETTER TO THE DAUGHTERS & SONS OF ADVERTISING”
France’s foremost Adman was first a
Pharmacist, “Paris Match” reporter, and
driver of the first round-the-world trip in a
French car. “France Soir’s” editor-in-chief at
30, by 35 Jacques co-formed Roux Séguéla,
creating posters campaigns for Mitterrand,
Chirac and Giscard d’Estaing and landmark
work for Carrefour’s Produits Libres.
His 26 books writing began with, “Don’t tell
my mother I’m in advertising, she thinks
I’m a pianist in a brothel”, “Fils de Pub”,
and “Demain il sera trop star” all while
creating campaigns such as Club Med, the
best idea since the invention of happiness;
Vuitton the spirit of travels; and Dunlop’s
love-torture-test.
Seguela’s reach went international with
RSCG, which merged with Eurocom to create
EURO RSCG (now, Havas), the first French
and first European agency. When Vincent
Bolloré became President of Havas, Jacques
Séguéla stayed on as VP, Global Creativity.
At 81, he says old age begins when regrets
overcome dreams.
www.jacques-seguela.com
Keynote
Speech
Jacques Séguéla

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“SHARING A GENERATION’S EXPERIENCE”
session
one
Akram Miknas was born in Tripoli, Lebanon
on May 1944, 29. He studied at the
International College of Beirut and the
American University of Beirut majoring in
Business Administration. He holds Bahraini,
Lebanese and Panamian nationalities.
His involvement in real estate development,
especially after the successful completion of
the Pearl Towers (Abraj Al Lulu), anchored
him as a leading accomplished developer in
the Gulf.
In early 2000, he branched into the hospitality
business and successfully managed and
built several hotels and outlets in Bahrain.
His success in this business was crowned
by becoming the franchisee of McDonald’s
in Lebanon; where he built the business
from 7 restaurants to 26 restaurants in 5
years. On 30th
January 2007, Mr. Miknas
was appointed Honorary Ambassador of
Brisbane, Queensland. Mr. Akram Miknas,
chairman and founder of PROMOSEVEN
HOLDINGS B.S.C.C. (P7H), is known to
be one of the pillars of modern marketing
communications in the Middle East. He has
just been recognized as No. 3 in the Middle
East’s 50 Most Powerful People in Media,
Marketing and Advertising.
http://lnked.in/akrammiknas
Akram Miknas

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Edmond Moutran is the Chairman and Chief
Executive Officer at Memac Ogilvy, one of
the largest marketing services companies
in the region supporting clients from
every industry and sector. The glittering
portfolio includes Coca-Cola, American
Express, Al Marai, Sunbulah, KC, IBM,
Bupa, Volkswagen, Abu Nayyan Holding,
Indomie, Huawei, Arab Bank and Roche to
name just a few.
Born in Beirut, Lebanon, in 1944 Eddie
attended the Choueifat International College.
He is a BS graduate of the South West
Missouri State University in the USA in
Business and Marketing.
Eddie’s business career began in 1973 when
he joined Intermarkets in Bahrain. In the
process, he became the first expatriate to
join the Gulf’s fledgling advertising industry;
his path has since been followed by tens of
thousands of others.
Eddie’s career moved quickly and in 1976 his
focus on international expansion – a hallmark
of the years to come – bore fruit with the
opening of Intermarkets in Saudi Arabia and
UAE first and others in the years to follow.
Eddie set up Burson Marsteller Intermarkets
in Bahrain in 1978 and opened the doors on a
new industry for the region – public relations.
In 1998, the ambitions of Eddie Moutran were
amplified through his partnership with David
Ogilvy. Memac and Ogilvy became one
network, sharing the same values.
In 2001, he set up and became Chair of
the Middle East Advertising Agencies
Association (MEAAA). Also in 2001, he was
voted Man of the Year by the prestigious
ArabAd magazine.
Edmond Moutran
Mustapha Assad has been an active and
dedicated player in the IAA, Board Director
since 1984, President of the Lebanon
Chapter from 1984-1986, Senior Vice-
President/World President Elect from
1990-1992 and World President of the
International Advertising Association (IAA)
in September 1992 at the 33rd
World
Advertising Congress in Barcelona. He
ended his term at the World Congress in
Cancun May 1994, at which time he was
appointed Chairman of the newly formed
“Former World Presidents Council”. He was
awarded the IAA Medal of Merit in 1986, as
well as many other awards.
In June 2012, stepped down from Publicis
Graphics Group. In 2014, Mustapha Assad
became the Chief Executive Officer of the
PR Agency “Front Page Communication”.
Mustapha Assad is Officer in the “National
Order of the Lion” (Senegal) and Officer in
the “National Order of the Cedar” (Lebanon).
http://lnked.in/mustaphaassad
Mustapha Assad managed the Pharaon,
the pioneering advertising agency in
the Arab World (1968-1969), headed
advertising department of Al Usbu Al Arabi
and Magazine for four years. In 1973 he
became the majority partner in the PUBLI-
GRAPHICS agency. Agency grew to 27
operations throughout the region Amman,
Bahrain, Beirut, Cairo, Doha, Dubai, Istanbul
Jeddah, Kuwait, Riyadh and Tehran as
well as the specialized communication
divisions, Headline PR (Public Relations
and Sponsorships), Optimedia Media
Agencies, Dialog (Below the Line), Eworks
(Electronic and Digital) and PG events
Division. In 1999, Publicis Group the
4th
largest communication group in the world,
entered into an equity partnership with Publi-
Graphics Group, the agency was known as
PUBLICIS GRAPHICS.
Mustapha Assad

Notes
25
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of the Multi Media group of companies in
Paris. In the 90s, he became General Manger
of ICN TV.
In 1986, he published ArabAd, a monthly
English-language magazine specialised
in communications, advertising, and
marketing in the Middle East. With ArabAd,
Azzi launched the Lebanon Print Awards,
a competition that rewards the best ads in
the print category (press, outdoor, digital…),
the Jordan Advertising Award and Krea in
Kuwait. He also created the prestigious title
of the ArabAd Man of the Year.
Azzi also published Business Middle East and
Sawt wa Soura. He was the president of the
IAA Lebanon Chapter from 1988-1989 and
2000-2003. He was elected worldwide board
member twice. He received the IAA medal of
Merit in recognition of the services rendered
to the IAA and the world of advertising.
Azzi is the author of “Struggle over the Holy
land” and a member of International TV and
Radio Honorary Fraternity.
Born in 1939 in Beirut, Walid Azzi graduated
from the American University of Beirut, and
Boston and Harvard Universities with B.S.,
M.S in Mass Communications and Journalism.
He started his career with Youssef Beidas at
Intra Bank as Head of Economic Research
Department. Early in 1970, he moved to
Al Hayat Group and became the General
Manager of the four entities of the group (Al
Hayat, Daily Star, Prodeco, a PR company,
and MEMRI, a research company). In 1973,
he was appointed General Manager at An
Nahar, leading four companies: Media Press,
An Nahar Press Services, Dar An Nahar and
Coopérative de Presse.
In 1977, in partnership with Mounir Takchi, he
founded and became member of the board
of Directors and General Manager of Tamam
Group. In 1986, he became General Manager
Walid Azzi

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“THE EVOLVING ROLE OF INTERNATIONAL AGENCY GROUPS IN THE MENA REGION”
Dani Richa is the Chairman & CEO of BBDO
Middle East & Africa and Impact BBDO MENA
& Pakistan Group (Impact Proximity, Impact
Porter Novelli, and Media Direction/OMD)
He also serves as Chairman of the Board of
Omnicom Media Group MENA.
Headquartered in Dubai, Impact BBDO is
the award-winning Middle East and North
Africa network of BBDO Worldwide, part of
Omnicom Group Inc. (NYSE-OMC)
FormerlyservingasthePresidentandRegional
Chief Creative Officer, he has spent more
than 25 years within the group, transforming
the agency into a strong regional leader
with 1000+ staff and an extensive regional
reach from Algeria to Pakistan. In 2015 he
was given the additional responsibility of the
African continent.
Dani Richa
Dani started his career in 1986 at Leo Burnett.
He then moved to Impact BBDO in both
Cyprus and Dubai until 1993 when he joined
Publi-Graphics as Regional Creative Director.
In 1995 he returned to Impact BBDO as Partner
and Group ECD.
He is actively involved with many of the
agency’s clients such as PepsiCo, J&J,
GE, Emirates, Mars, HP, Visa, Etisalat, and
Mercedes-Benz, as well as a portfolio of
leading regional players.
DanifeaturesintheArabianBusinessmagazine
list of “The World’s 100 Most Influential Arabs’.
Achievements under Dani’s leadership
have been numerous, and are marked by
international acclaim, including 18 Cannes
Lions since 2014, The Big Won report ranked
Impact BBDO #1 Regional Network and
Agency in MENA and #6 Agency Worldwide.
Beyond Impact BBDO, he has been involved
in a wide range of industry and cultural
associations, having served two terms
as chapter President of the International
Advertising Association. Dani was also
knighted the National Order of the Cedar for
his contributions to the advertising industry
and in recognition of his accomplishments.
http://lnked.in/daniricha
session
two

FIRST
COMMUNICATION
SYMPOSIUM
Joseph Ghossoub is the Owner and Chairman
of G&Co., a privately owned company
registered in Dubai (UAE). G&Co is the Owner
and Developer of substantial projects in Dubai
kicking off in 2011 and targeting the high end
residential community.
In 20 07, th e G ove rnm e nt of D ubai
re-appointed him to the board of directors
for the Dubai Media Incorporation, the
parent company of Dubai’s One TV, Dubai
TV, Sama Dubai and Dubai Sports channels.
Dubai Media Incorporation is headed by
HH Sheikh Maktoum bin Mohammed bin
Rashid Al Maktoum, Deputy Ruler of Dubai.
Until 2008, Joseph served as Chairman and
WorldPresidentoftheInternationalAdvertising
Association (IAA), the world’s largest
partnership of marketing communications
disciplines and practitioners. His vision is for an
IAA that is more relevant to its stakeholders,
an open forum for communication and closer
cooperation across the marketing disciplines.
From 2008 till March 2015, Joseph was the
Chairman and Chief Executive Officer of
MENA Communications Group (MENACOM)
the parent company of advertising agencies
Young & Rubicam, Intermarkets and
Partnership; public relations consultancies
ASDA’A Burson-Marsteller and Raee; direct
marketing specialists Wunderman; media
specialist firm MEC; and interactive firm Tattoo.
Saluting his invaluable contributions and for
“embodying all the values and principles of the
communications industry,” Joseph was chosen
as “Man of the Year 2011” by the prestigious
ArabAd magazine.
Joseph has received a Pontifical Order of
Knighthood and is a Knight of the Order of
the Cedar.
Joseph Ghossoub
He began his career as an academic
professor before founding his own company
in partnership with the global Saatchi &
Saatchi in 1992. Saatchi & Saatchi Lebanon
went on to elevate the regional advertising
industry to unparalleled heights of maturity
and professionalism. He has been a leader
in copywriting and television, creating
and producing the educational quiz show
“Al Moumayazoun”. Ramsay is also the
Chairman of the Marketing Department
at ALBA / University of Balamand since
1979. Author of several books, the latest
being: “Views, Reviews & Previews: Media,
Communication and the Arab Spring 2012”.
Ramsay holds a Master’s degree in Mass
Communication and a Bachelor’s degree in
Comparative Literature and Education from
AUB, and is the author of several books in the
fields of communication, philosophy, politics
and religion.
http://lnked.in/ramsaynajjar
Ramsay G. Najjar founded S2C in 2002
with a vision of transforming the region’s
communication landscape by offering
strategic counsel to multinational and regional
corporations and public entities, with the
objective of strengthening their relationships
with their stakeholders, helping build more
viable brands, and immunizing reputations.
A veteran of the media and advertising
industry in the region, with over 20 years of
experience in communication, Ramsay has
accompanied a wide range of public and
private organizations in transforming their
communication to fulfill their strategic goals,
resulting in numerous success stories that
are benchmarked and emulated throughout
the region. Today, he continues to shape
the regional communication industry and
is an authority on communication, as well
as a regular speaker at the most prominent
communication and business conferences.
Ramsay Najjar

FIRST
COMMUNICATION
SYMPOSIUM
“A KEY BRAND VEHICLE - FACEBOOK / INSTAGRAM”
Keynote
Speech
Jonathan Labin leads Facebook’s regional
office in Dubai and is responsible for
strengthening the company’s position in
the region and growing revenues across
Facebook’s family of brands.
Prior to Facebook, Jonathan worked at MTV
Networks. During his tenure at MTVN, he was
VP, Head of Ad Sales, Emerging Markets and
also held the positions of General Manager
for MTVN MENA and Strategy & Business
Development Director for MTVN International.
Jonathan holds a Masters in Business
Administration from Columbia Business
School in New York, and Bachelor degrees
in International Business from Universidad
Pontificia Commillas in Madrid and the
European School of Business in Reutlingen.
http://lnked.in/jonathanlabin
Jonathan Labin

Notes
37
FIRST
COMMUNICATION
SYMPOSIUM
With over 2 decades of media and
communication experience that spans
corporate and non-profit sectors Sammy
took on the role as Regional Managing
Director of Front Page Communication
(Beirut & Dubai) in May 2015.
Before joining Front Page Communication
Sammy was the Managing Director of Publicis
Beirut and Digital Strategy Director for the
Levant and Qatar offices between 2005 -
2013. Between 2013 and April 2015, Sammy
worked with PSLAB as the Global Network
Director, for the offices of Beirut, Dubai,
Singapore, Helsinki, Stuttgart and Bologna.
Sammy is the Coordinator of the BA and MA
classes of the Viral Communication and Web
design section at the Academie Libanaise des
Beaux-Arts (ALBA) University and is an early
adopter of the digital revolution as well as
new media channels and has managed major
multimedia internet outreach campaigns.
http://lnked.in/sammymoujaes
Sammy Moujaes

FIRST
COMMUNICATION
SYMPOSIUM
“MEDIA TOMORROW’S SCENE”
Edouard Monin is the Chairman & CEO of
Ipsos MENA.
He accumulated more than 27 years of
experience in the Middle East and North
Africa region, having in-depth knowledge
in Marketing Research, Media Research,
Opinion Polls Research, Advertising Research
and Loyalty Research.
Edouard Monin established a research
company in 1988 in Lebanon called Stat and
he joined Ipsos group since 1992.
In 1998 created a joint venture with Nielsen
Media in Lebanon, becoming now the first
peoplemeter panel operator in the Arab world.
Since 1996, he has established Ipsos in Qatar,
Pakistan, Morocco, Egypt, Iraq, Bahrain, KSA,
UAE, Jordan, Kuwait and Syria.
Edouard Monin has a PhD in Strategic Planning.
http://lnked.in/edouardmonin
Edouard Monin
session
three

FIRST
COMMUNICATION
SYMPOSIUM
Antonio Vincenti is the founder and CEO
of Pikasso / Lawhat, a leading outdoor
advertising company in the Levant and North
Africa, operating in Lebanon, Iraq, Jordan
and Algeria.
As a passionate believer in the Out-Of-
Home media, Antonio has spent the last 29
years implementing international standards,
promoting creativity, supporting noble causes
on the billboards, and has participated actively
in the development of the outdoor advertising
industry in the MENA region.
A trusted professional in his field, he is
involved in several business associations;
President of FEPE International (International
Federation of Outdoor Advertising) since
October 2014, and previously Vice President
since 2008,
Founding member and President of the
SyndicateofOutdoorAdvertisingCompanies
in Lebanon (SOACL),
Member of the OAAA (Outdoor Advertising
A s s o c i ati o n of A m e ri c a), th e I A A
(International Advertising Association) and
the BADER Young Entrepreneurs Program.
Antonio is also the founder and CEO of
AGEV a company established back in 1987,
specialized in urban furniture, printing
services, road signs and signage
http://lnked.in/antoniovincenti
Antonio Vincenti
Originally from New Zealand, Daniel Young
has been working in the UAE since Feb
2015 and was excited about the market
and its growth potential, not to mention the
proximity to the beach too.
Based in Dubai and working for Digital
Media Services (DMS), the digital branch
of Choueiri Group, he was concentrating on
building and developing the programmatic
offering as well as maximizing overall
yield from its array of audiences, titles
and platforms. Prior to this, he has worked
in London from late 2007 for the likes
of AOL, Vevo and The Weather Channel
where he was responsible for international
programmatic revenues plus overall yield
across multiple platforms and products.
http://lnked.in/danielyoung
Daniel Young

Notes
43
FIRST
COMMUNICATION
SYMPOSIUM
Ghada Azzi
Ghada Azzi is the Managing Editor of ArabAd,
the Business and Communication magazine
catering to the MENA region since 1986
With her background in journalism and PR,
Ghada oversees all editorial content and
the management of the publication. Beside
her wide range of creative interests, she is
passionate about storytelling, technology,
and the future of digital marketing and stays
current with all the latest trends in social
media and online marketing.
Ghada holds a Master degree in Political
Sciences from USJ Lebanon in addition to a
Journalism diploma from CFJ France.

FIRST
COMMUNICATION
SYMPOSIUM
“EDUCATE TO CREATE”
Walid joined Publicis-Graphics in 1993
as responsible for the Copywriting team.
Since then, he has been involved in all the
major accounts handled by the agency
and has worked on a wide variety of
brands ranging from consumer products
(Nestlé, Obegi Consumer Products, Sinno
company, Ghandour) to banking institutions
(Crédit Libanais, Arab Bank, Central Bank,
Fransabank), automotive (Renault, Chrysler),
oil & gas (Total), pharmaceuticals (Sanofi,
Ingelheim Bohringer), real estate (Mechref
Village), cultural institutions and events
(Katara, QMF) in addition to developing
a number of social and environmental
campaigns for public and private institutions.
He was promoted to Associate Creative
Director in 1998 then to the position of
Creative Director in 2000.
Walid has won several TV and print awards
for Publicis Graphics. He is fluent in Arabic,
French and English. In addition to his
advertising background, he holds a Master’s
degree in Money and Banking from the
American University of Beirut.
http://lnked.in/walidmenassa
Walid Menassa
session
Four

FIRST
COMMUNICATION
SYMPOSIUM
Over 22 years of advertising experience in
the Middle East and North Africa, worked
successfully on hundreds of multinational and
regional brands. During his recent presence
in Beirut, Walid managed to create landmark
talk-of-the-town campaigns that impacted
the media scene for years.
Walid’s trophy cabinet goes all the way
back since 1992, winning prestigious local
and regional award shows, securing Gold
at the Gemas Effie, Grand Prix at the Dubai
Lynx and Creative Agency of the year title
at the Mena Cristal 2014, in addition to
prestigious international award shows such as
Cannes Lions, Cresta, Epica, Sabre, New-York
Festival and London International Awards to
name a few.
Graduated “major de promotion” in 1992
at the Academy Libanaise des Beaux-Arts
(ALBA, Beirut), receiving the IAA Award for
Best Advertising Diploma.
Joined Publi-Graphics Beirut in 1992 as senior
Art Director. Joined Impact BBDO Beirut in
1997 as Creative Director. Worked in KSA from
2002 till 2008, and Qatar in 2009 as Regional
Executive Creative Director. Moved back to
Impact BBDO Beirut and was promoted to
Chief Creative Officer Mena & KSA in 2013.
In September 2015 joined TBWARAAD as
Chief Creative Officer Mena, based in Beirut
and Dubai.
Founded a Comic Strip magazine in 2000
and Co-founded the Lebanese syndicate of
graphic arts and illustration (SPGIL).
http://lnked.in/walidkanaan
Walid Kanaan
SamerbecameM&CSaatchiMENA’sexecutive
creative director in 2014. He is involved in all
new business plans and oversees the entire
agency’s accounts across the region.
Samer began as a junior writer at Y&R. He
joined the team in 1999 and never looked back,
swiftly moved up the ranks as a writer and
then an associate creative director. In 2003,
he was appointed the Beirut office’s creative
director, critically involved in the agency’s
entire portfolio across all sectors including
telecommunications, retail, corporate, banking
and humanitarian.
Over the years he has generated copious
award-winning advertisements, garnering
local, regional and international acclaim.
Samer holds a master’s of advanced studies
in advertising from the Académie Libanaise
des Beaux-Arts in Beirut.
Hecitesbooks,films,videogamesandfootball
among his interests and also enjoys playing
the drums, albeit at questionable hours that
are not necessarily to his neighbors’ pleasure.
Samer Younes

FIRST
COMMUNICATION
SYMPOSIUM
Karim Achy was born in 1964.
He started his career at Mc Cann-Erickson
then joined BBDO and Intermarkets.
He has worked on several brands: Sony,
Hershey’s, Häagen-Dazs, Evian, Toyota,
Pepsi, Coke, Peugeot, LG, Stimorol, Citroen,
HSBC, Total, Air France, Lu, Bjorg, Jaguar,
Reckitt Benckiser, Sanofi, Carlsberg, etc.
Karim Achy won awards in Mena Cristal,
Meribel and many others.Karim Achy
Leila Musfy is a professor of design at the
American University of Beirut, Lebanon,
Department of Architecture and Design.
She joined the American University of
Beirut in 1992 and helped launch the graphic
design program, the first in the country and
the region. She was appointed director of
the program and served as chairperson
of the Department of Architecture and
Design from 2005 to 2009, and 2012 to
present. Musfy earned her MFA in design
from Cranbrook Academy of Art in 1981 and
her BFA from the Kansas City Art Institute
in 1978.
She worked as a designer for Ethel Kessler
Design in Washington DC, where she lived for
five years before moving back to her country
Lebanon in 1991. Some of her projects include
corporate identity programs for the Order
of Engineers and Architects in Beirut, South
for Construction, Blue Fin, S3Games and
the Beiteddine Festival Committee; book
designs and publications include the “Riad
El-Solh, in his time” by Ahmad Beydoun,
Leila Musfy
“Contemporary Syrian Art” book, “Jerusalem
Today” conference, the Beiteddine festival
catalogs and other.
Musfy’s work has been exhibited in China,
Iran, Turkey, the Netherlands, Croatia,
Korea, Lebanon, USA, Syria and France. She
was part of the “9 femmes graphistes” event
organised by the “Centre du Graphisme
d’Echirolles”Franceheldin2006.Theexhibit
honoured nine women designers from nine
countries. Her work is on permanent exhibit
at Los Angeles County Museum of Art,
Centre de Graphisme, Echirolles, France,
Affiche Museum, Holland, Zgraf 9 Uluph,
Seoul Arts Centre Design Gallery, Korea and
the Tate Gallery, London, UK. Her work has
been published in several books and design
magazines. She has lectured about her
work and conducted workshops in several
design schools worldwide. Musfy serves
on several advisory panels one of which is
the Editorial Advisory Board of the Journal
of Communication Design, the official
publication of ICOGRADA.
Finally, Musfy’s research interest lies in
the relationship between Latin and Arabic
Typography, its adaptation, incorporation
and trends in relation to cultural heritage
versus universal language; the role of
Arabic Typography in today’s constantly
changing culture and technology. This
interest extends to signage and street
graphics within a given cultural context.

NotesNotes
5756
students
open
debate

FIRST
COMMUNICATION
SYMPOSIUM
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FIRST
COMMUNICATION
SYMPOSIUM
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