Turning Lebanon into a Love Brand: My Mission & Passion
For over three decades, I have built brands, crafted narratives, and shaped experiences that connect deeply with people. From leading global agencies to creating cultural movements, my career has been about more than just marketing, it has been about transforming perception and igniting passion. Now, I am dedicating this expertise to Lebanon, a country that deserves to be more than a destination; it should be a global love brand.
As an entrepreneur, and the former Chief Creative Officer of FP7 McCann Erickson MENA, I led teams across 16 countries, overseeing major campaigns for some of the world’s biggest brands, including Coca-Cola, Mastercard, L’Oréal, and BMW. Under my leadership, our network was recognized as Best Network in 2009 and 2011, and our teams secured multiple Cannes Lions awards from 2006 to 2012. As a co-founder of its.communications, I helped grow the agency into the fastest-growing regional firm in the Middle East, delivering high-impact strategies in branding, digital transformation, and tourism marketing.
Beyond advertising, my deep expertise extends to event creation and cultural branding. One of my proudest achievements was the Beirut Cultural Festival, a large-scale event that CNN dubbed a “Vegas-like show giving hope back to the Middle East.” My ability to create immersive, transformative experiences has fueled my passion for reimagining Lebanon’s global identity.
This platform is my way of contributing to that vision. By telling Lebanon’s untold stories, celebrating its unsung tourism heroes, and showcasing the limitless potential of its culture, nature, and people, I aim to redefine how the world sees Lebanon. Tourism is not just about attractions; it’s about identity, pride, and aspiration. Through strategic storytelling, innovative branding, and a shared national effort, we can make Lebanon the country people don’t just visit, but fall in love with. This is more than a project,it’s my personal mission.
Brand Lebanon 