Earlier Creative Work

J. Walter Thompson · Ogilvy · Karoui & Karoui

Before moving into institutional communications, I built my craft at some of the world’s most influential advertising agencies. Over seven years as Copywriter and Senior Copywriter at J. Walter Thompson, Ogilvy and Karoui & Karoui, I created integrated campaigns for leading regional and international brands across television, print, radio and digital.

The work spanned telecom, FMCG, culture and public-interest campaigns, for brands including Tunisiana / Ooredoo, Tunisie Telecom, Sony, Danone and many others, in Arabic, French and English.

This is where I learned to turn complex ideas into messages that move people, at speed, under pressure, and to a standard set by the best in the industry. It is the foundation on which every institutional mandate since has been built.