Campaign’s Media Faces to Watch 2021 —Lobna Wagdy, Integrated Manager – Planning, PHD Egypt

Campaign’s Media Faces to Watch 2021 —Lobna Wagdy, Integrated Manager – Planning, PHD Egypt

Age: 27

Nominated by Mariam Ezz, Media Director, PHD Egypt

Lobna has been promoted to the position of Integrated Media Manager in less than a year. When she joined PHD last year, her main challenge was to prove her leadership capabilities for a fast track promotion. Her maturity, dedication, and excitement to get exposed to new challenges have allowed her to achieve her first goal at PHD. Additionally, she showed great success in inducing, teaching, and supporting her team. We’re still expecting so much from her in the future!


Participated in volunteering activities in community and sustainable development during college, with the capacity of Presenter, Project Manager, and Team president respectively. After graduating with a major in Business information systems in 2016, I worked as a Country Program Coordinator in Enactus Egypt in parallel to the capacity of Project Manager-upper Egypt suitability projects with Sawiris Foundation for one and a half years. I then joined the media industry in 2017, handling Unilever media activities across different categories before moving on to handle Edita, Dabur, AXA and Lamar. Today, I’m handling HSBC, LG and Sanofi brands’ media planning.

Guiding principles

It’s very important to me to always exceed the client’s expectations as a team. Being a team player requires having great leadership skills while treating the team with courtesy and respect to be able to always pursue excellence.

How has Covid changed your job?

Working remotely has proven success and efficiency. Digital media has grown stronger and more required, brands and campaigns became more aware of the cruciality of campaigns that connect with the audience emotionally more than tactically.

Side hustle

Playing the piano since the age of 7 and winner of the Championship of Best Pianist in Egypt for three consecutive years. I’m a visual artist, owning “Vivacity Silhouette” on social media. Also practising yoga and meditation. originally learned meditation in 2013 in India followed by Nepal in 2015.

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