Campaign’s Creative Faces to Watch 2025 – Yassin Montasser, Senior Manager – Strategy & Insights, Saatchi & Saatchi – Publicis Groupe
Campaign’s Creative Faces to Watch 2025 – Yassin Montasser, Senior Manager – Strategy & Insights, Saatchi & Saatchi – Publicis Groupe
Age: 29
Nominated by Tahaab Rais, Group CSO, Publicis Groupe ME&T:
Yassin is a star. Ever since his interview, when he decided to give the ‘task’ in the interview another go because he felt his earlier submission wasn’t good enough, to working on some of our most important clients, writing beautiful award submissions and contributing to exciting creative opportunities, he has really earned our respect. He’s also an innately creative and ambitious individual and that serves him well in a creatively driven and rewarding culture such as ours. He is rocking things at Saatchi & Saatchi, and I’m excited to watch him rock the industry in the years to come.
Career highlights
A strategist at Saatchi & Saatchi, I’m building a career on turning cultural insight into commercial impact. With experience across production, creative, client-side, and strategy, I channel a broad set of skills to make brands connect. In my first year, I won at Dubai Lynx; last year, I contributed to multiple award-winning Effie campaigns. I’ve worked across the Middle East, shaping strategies that push brands forward in ways that matter to both business and people. Always plugged into the social narrative, always pushing for impact, I believe the best strategies don’t just guide—they make waves in culture and put people first.
Guiding principles
Great strategy connects the unconnected, turning complexity into clarity and novelty. Truth isn’t singular—it’s shaped by culture, shifts, and real human behaviour. The best work blends data with instinct and storytelling with logic. Always plugged into culture, always pushing for impact—because the goal remains the same: move brands in ways that matter.
Side hustle
Beyond strategy, I create. Photography and content allow me to tell stories visually—from fine art, portraiture, and street photography to YouTube videos and social content that fuel my love for food and culture. I’ve evolved that into film direction, scriptwriting, and visual storytelling for campaigns—always finding new ways to bring storytelling to life across mediums.
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