Ali Zein, Executive Creative Director, Saatchi & Saatchi Middle East.Ali Zein, Executive Creative Director, Saatchi & Saatchi Middle East has been recognised on Campaign Middle East’s 40 Over 40, which honours leaders who have shaped the regional brand and marketing industry over the past 15 years and more.
This is not a ranking. It is the first edition of an annual platform created to spotlight senior industry figures aged 40 and older. They represent different disciplines and different leadership styles but are all builders of brands and businesses.
These have been recommended as caretakers of client trust and custodians of culture. The 40 over 40 list celebrates the people who have moved the needle – not for a season or for a single campaign cycle, but for several years.
Zein started his career with Impact BBDO in 1995 as an Arabic copywriter and later moved into television production, working as a TV Producer across various programmes. Throughout his career, he has worked on major telecom accounts, automotive brands, real estate projects, retail businesses and government campaigns across the Middle East.
Most recently, he has played a key leadership role in e&’s brand evolution from ‘Together Matters’ to ‘Go for More’, overseeing major campaigns including Roam Like Home and Your Rules, Your Choice, as well as a series of purpose-driven initiatives focused on social impact and community engagement. He has served as a jury member for university graduation projects and regional award shows and has received multiple international accolades, including recognition from Cannes Lions, Clio Awards, One Show, Epica Awards, Effie Awards and Dubai Lynx.
TOP ACHIEVEMENTS OVER THE PAST 12 MONTHS
Zein tackled significant strategic and creative challenges following e&’s positioning shift from ‘Together Matters’ to ‘Go for More’. The postpaid category faced growth challenges, requiring impactful communication solutions. Zein led two major corporate campaigns: ‘Roam Like Home’, promoting a strategic roaming package, and ‘Your Rules, Your Choice’, supporting the Freedom package. Both campaigns delivered strong results and helped improve business performance.
CLIENT RECOMMENDATION
Mahmoud Farwiz, VP of Brand Management, e& UAE
I have had the privilege of working closely with Ali Zein for the past nine years as the dedicated Head of Creative on our account. With extensive telecommunications experience across multiple regional markets, Ali has consistently demonstrated exceptional leadership, strategic thinking and creative excellence.
He successfully led the launch of Etisalat’s 2018 brand positioning campaign, ‘Together Matters’, and later spearheaded e&’s 2022 repositioning under ‘Go For More’.
