On February 17, the second-year Marketing & Advertising students met Bechara Mouzannar, the most prominent creative director in the MENA region being the Chief Creative Officer of Leo Burnett for 35 years. The multi-awarded creative storyteller and strategist participated as a guest speaker in Joelle Chebli’s Media Planning course. Students benefited from his 2-hour talk about his experience, insights and advice about the industry. 

Mouzannar talked about the way forward in the industry and how everything is shifting into social media and how important it is for brands to engage and generate content and conversation. He pushed students to think out of the box, to defy the rules and to integrate new strategies that include more emotional values and storytelling.