Art Director
Advantage Marketing & Advertising
Total years of experience :4 years, 2 Months
Lead a pitch with a strong integrated campaign for a candy brand to be launched in the Egyptian market. Client was amazed and thought they’ve never seen a campaign like it (Pitch status still pending).
Wrote a song for a service by Etisalat, sang it in a studio and prepared visuals that match the copy of the song. The song was later turned into a narration styled commercial that went through research but the project went on hold due to current situations in Egypt.
Attended the 2010 Cannes Advertising Festival where I got exposed to the future of advertising, attended several seminars by gurus such as Y&R, Saatchi & Saatchi, Publicis and others. I wrote reports and prepared a presentation for my team in Cairo on how to effectively target consumers where they are and how the digital world is the future of advertising globally.
Planned, shot and edited a supermarket activation program for Panda cheese “Consumer Edition” and wrote an explanatory script that was turned into a creative video presentation later. The activation program won a Lynx Gold in Dubai 2011.
Wrote copy for the 2010 Panda campaign viral effects used in an explanatory video. The explanatory video helped the campaign earn a Lynx gold in 2011.
Wrote copy and edited a video for Chipsy “Egypt Will Choose Its Flavor” integrated campaign. The campaign was short listed in Dubai Lynx Award shows.
Wrote an approved and aired CSR program for Chipsy Egypt helping children stay in school. The campaign caused a 10% market share increase moving the brand from a 60% market share to a 70% one. The campaign also generated an increase in the brand’s official Facebook group and thus increasing the number of donations for the cause and helping more children stay in school.
Managed and worked on a full fledged promotional campaign where I:
o Attended several “Concept Testing” focus groups
o Supervised the development and execution of a television commercial and photography shoot
o Supervised the development and execution of packaging material, in-store promotional materials and billboards
Managed several projects including packaging adaptations, in store promotions, newly developed Christmas value packs, and outdoor campaigns
Conducted a full market research where I interviewed several shop owners and sampled several stores in five different residential districts about the FMCG products in the Egyptian market as an agency lead initiative for Cadbury Egypt.
The American University in Cairo (AUC) Cairo, Egypt Bachelor of Arts, Integrated Marketing Communications (Cum Laude) Spring 2007 GPA: 3.4/4.0 Minor: Art Coursework included: Introduction to Mass Media, Principles of Advertising, Public Relations Theory and Technique, Mass Media Writing I, Mass Media Writing II, Mass Media Editing, Visual Communication I, Visual Communication II, Integrated Marketing Campaigns, Consumer-Buyer Behavior. ing