Elda Choucair, Group Chief Executive Officer, Omnicom Media Group - MENA.Maharat has launched a new marketing masterclass led by Elda Choucair, Group Chief Executive Officer, Omnicom Media Group – MENA, who has been acknowledged as one of the most influential leaders shaping the growth, strategy, and transformation of media agencies and brand campaigns across the Middle East and North Africa.
Choucair brings more than two decades of industry leadership into a structured, insider-level learning experience. The masterclass will offer a rare, behind-the-scenes look at how the top brands in the MENA region think, communicate, and grow, delivering a clear, evidence-based framework rooted in psychology for understanding marketing as a core business discipline.
Designed for entrepreneurs, professionals, and business leaders, the curriculum breaks down how brands influence choice, build trust, and drive growth in today’s competitive and fast-moving landscape.
Choucair will reframe marketing beyond advertising, focusing on how people make decisions and what truly drives brand preference. The masterclass covers the core principles behind effective marketing including understanding consumer behaviour, identifying the right audience, creating emotional connection, using data effectively, standing out in crowded markets and adopting experimentation as a mindset for continuous improvement.
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Choucair said, “Effective marketing sits at the intersection of emotion and data. When brands understand how people feel and how they decide, marketing becomes a driver of real business growth.”
She added, “I am excited about this collaboration with Maharat, and eager to share through the curriculum, how people really make decisions, and how brands can connect with them in a meaningful way.“
Choucair’s masterclass on marketing is a significant addition to Maharat’s professional development portfolio, highlighting the platform’s commitment to spotlighting Arab leaders who have shaped industries, and making their expertise accessible to learners across the region.
The platform delivers premium, Arabic-language edutainment through high-quality masterclasses led by leading figures across business, lifestyle, and the creative industries.
“As we continue to expand Maharat’s catalogue, our focus remains on offering real, practical knowledge from people who have shaped their industries,” said Bassem Jamaleddine, Co-Founder and CBO of Maharat. “Elda’s masterclass provides a clear framework for anyone looking to build stronger brands, businesses, or ideas.”
This collaboration reinforces Maharat’s mission to make culturally relevant learning accessible to audiences across the Arab world directly from the experts and leaders who have influenced the region’s creative, media and business landscape.
