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  • Marwa Kaabour

Creativity that challenges the status quo also catches my eye.


Media-Avataar Leadership Talk- Q&A with Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood UAE


When I sit down to evaluate advertising campaigns, the very first thing I look for is authenticity. It’s not just about how well an ad is put together or how eye-catching it is. For me, it’s about whether the campaign strikes a chord, whether it speaks truthfully and connects on a human level. I’m drawn to campaigns that feel like they’re having a real conversation with their audience, not just talking at them.

Creativity that challenges the status quo also catches my eye.


I admire campaigns that dare to be different, that take risks and think outside the box. It’s easy to follow trends, but it takes courage to set them. Lastly, I think the message matters too. Especially in today’s world, the impact of a campaign – on emotions, behavior, and actions is just as important.


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