IAA | First Webinar of IAA Egypt Chapter “Creativity for Real”
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First Webinar of IAA Egypt Chapter “Creativity for Real”

Creativity has always played a major role to inspire people to take action on societal issues and solve business challenges.

However, with the disruption occurring as a result of the COVID-19 escalation, the Marcom industry yearns for meaningful creativity that is relevant to the new consumer realities.

In its first Webinar, IAA Egypt Chapter was glad to invite Tarek Nour “the Guru of Advertising of Our Time” to talk about “Creativity for Real”.


Young Professionals did not only “Meet the Expert” but got the time to “Ask the Expert” questions related to the value of creativity in this tough time in the life of the Marcom Industry.


During the Q&A session Tarek explained the impact of social distancing on consumer behavior and the current uncertainties and fears and how the audience are hooked to the screens be it digital newspapers or TV.

Although digital is growing and unique user generated content is growing, still TV is #1.

Tarek pointed out how technology is the main driver to better understand the target audience. Artificial intelligence (AI) and data mining help experts know the aspirations, interests, and needs of customers and target them in communication campaigns.


A memorable group photo got all Young Marcom Professionals closer, around the expert guest speaker, despite the challenge of the social distance facing all.

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