Chief Executive Officer, MullenLowemena FZ LLC
With over 25 years of creative, marketing, communications and strategic consulting experience, at 44 years old, and as Regional CEO of MullenLowe MENA, Mounir directs the agency across four offices to create and implement award-winning projects that have consistently met and surpassed client objectives.
He is globally recognised for creative and strategic transformational programmes and creative integration success. Mounir graduated from ALBA “Academie Libanaise des Beaux Arts” with a diploma of High Studies in Advertising. He recently completed a certificate in Digital Marketing Analytics from MIT Sloan.
Mounir began his creative career at the age of 19 with BBDO before joining Saatchi & Saatchi ME for six years and Grey Worldwide as Regional Creative Director for another six years. Mounir was offered the opportunity to build the regional arm of LOWE Worldwide in 2006, in the capacity of MD and Regional ECD. Soon after, he became CEO and initially serviced Real Estate, FMCG brands, technology and professional service organisations.
Mounir believes it is imperative for creative agencies to help promote a better understanding of the value and importance of integration and agile thinking. His passion for brands is what makes Mounir consistently re-invent the model of advertising agencies, in order to maintain relevance and leadership in the market. He refuses to limit the role of MullenLowe MENA to advertising and believes that with the experience and expertise that the agency has built, it offers business and communication strategic consultancy including creative execution and implementation through advertising.
He coined the term “Creative Genius” in 2007 to help marketers, brand managers, entrepreneurs and other high-level executives in the region to understand how effective marketing & brand communications can build stronger brand resonance and experiences with consumers. He has contributed to the success of several regional and global brands across different sectors.
Today he leads the agency across a plethora of eclectic sectors, bringing value through his unique skill set and experience, combining creative thinking, management leadership, business and strategic vision as well as an entrepreneurial spirit.
Mounir has served as an executive member of the IAA UAE chapter as well as the global creative counsel of MullenLowe. He has also served as a board member for many regional and local businesses.