Campaign’s Creative Faces to Watch 2021 – Mona Hassanie, Strategy Director, Wunderman Thompson
Nominated by Faysal Abdul Malak, General Manager, Wunderman Thompson
Mona heads the Strategy practice at Wunderman Thompson.
As part of the agency’s leadership, she stands out as a true partner for our clients and internal teams.
With her experience across different international markets, she strives to bring insights to clients on matters beyond the campaigns she’s driving and truly help them shape their agenda.
Since her joining our team, she’s masterfully managed to bridge the business needs of our clients with the creative capabilities we bring. She makes us proud and we are excited to see her being recognized.
I quit my job in Brazil at a top creative agency to move to Lebanon. No contacts. No wasta.
Just the desire of using communication as a weapon for change in a country where so little has improved since the departure of my parents during the civil war.
Fast forward a few years, and I was addressing social taboos and sectarian issues faced by the Lebanese nation through my work. My last campaign in Lebanon triggered a public movement for civil marriage, something which generations of Lebanese have been deprived of, including myself.
Today leading the strategy practice at Wunderman Thompson, I continue to be attracted to projects where I am able to drive impact.
How well you define a problem determines how well you solve it.
How has Covid changed your job?
Looking back to the last 12 months, strategy was more needed than ever. On one hand, brands realized the importance of playing a more active societal role. At the same time, to enable such new positionings, partnerships with clients went beyond creating campaigns – from focusing on pure outward outcomes to becoming inner transformations – impacting their beliefs, their new business models and digital strategies.
While behavioural science has always been a key part of my daily work. As a daughter of immigrants that left their country during the war, I have also used behavioural science as a personal tool to understand the impact geographic conflicts have on the way people live, think and behave. Having been accepted by LSE’s Behavioural Science master program, I aim to further investigate the best ways to engage with such communities.
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