With more than 25 years of creative, marketing communications and strategic consulting experience, Mounir, as regional CEO for MullenLowe MENA, personally directs the agency across four offices in creating and implementing award-winning projects that have consistently met and surpassed client objectives.
He is globally recognized for creative and strategic transformational programs and creative integration success. Mounir graduated from ALBA (Academie Libanaise des Beaux Arts) with a diploma of High Studies in Advertising. His creative career began at the age of 19 with BBDO; he then moved to Saatchi & Saatchi ME for six years before moving to Grey Worldwide as Regional Creative Director for another six years.
In 2006, Mounir was offered the opportunity to build Lowe Worldwide regional, in the capacity of Managing Director and Regional ECD. Shortly thereafter, he took the reigns as CEO, working across a broad scope of industries including Real Estate, FMCG, technology and professional service organisations. Today, the agency is known for being one of the largest and most progressive agencies in the region.
Mounir believes it is imperative for creative agencies to help promote a better understanding of the value and importance of integration and agile thinking. His passion for brands pushes him to continually reinvent the advertising agency model in order to maintain relevance and leadership in the market. Mounir refuses to limit the role of MullenLowe to advertising and believes that with the experience and expertise the agency has built, it offers strategic businesses and communication consultancy, including creative execution and implementation through advertising.
He coined the term “Creative Genius” in 2007 to help marketers, brand managers, entrepreneurs and other high-level executives in the region understand how effective marketing & brand communications can build stronger brand resonance and experiences with consumers. He has contributed to the success of brands within the region, working with the likes of P&G, GSK, Unilever, Visa, AMEX, FAB, Majid Al Futtaim, Audi, Bridgestone, Nokia, Mobily, Pizza Hut, Ferrero, Mars and many other global and regional brands including government.
Today he leads the agency across a plethora of eclectic sectors, bringing value through his unique skills and experience, combining creative thinking, management leadership, business and strategic vision as well as an entrepreneurial spirit.
Mounir is an executive member of the IAA UAE chapter. He sits on the global creative counsel of MullenLowe, as well as many regional and local businesses as a board member. He is married to Nathalie, has three beautiful teenage daughters and regularly treks back to his beloved homeland in Beirut where he indulges himself in his passion for cooking, art and the environment.