MALEK GHORAYEB: CREATIVITY CAN DRIVE MEANINGFUL CHANGE
White Square International Festival of Creativity, globally recognized in the professional community, continues its call for entries. Annually, more than a thousand cases from all over the world are submitted by representatives of creative industries to participate in the contest, which is evaluated at the highest global level by international jury. To inspire representatives of creative industries around the world to submit their best entries for White Square Festival 2025, we are glad to present a series of interviews with members of the White Square Festival jury.
Today we have Malek Ghorayeb, Chief Creative Officer of Publicis Communication Levant & Qatar and P&G Global Hub, Lebanon. He has over 36 years of experience in the communications industry, including over 33 years at Leo Burnett. Known for working hard with his teams to bring expressiveness and insight to the advertising industry in the MENA region. He has worked with such brands as General Motors, Emirates and McDonald's in the MENA region. During his career, he has received prestigious awards and recognition at international festivals such as Cannes Lions, Dubai Lynx, Epica, Cresta, One Show, Clio, D&AD, LIA, Adfest, Golden Drums, New York Festival, European Cristal, Loeries awards and others.
Today we have Malek Ghorayeb, Chief Creative Officer of Publicis Communication Levant & Qatar and P&G Global Hub, Lebanon. He has over 36 years of experience in the communications industry, including over 33 years at Leo Burnett. Known for working hard with his teams to bring expressiveness and insight to the advertising industry in the MENA region. He has worked with such brands as General Motors, Emirates and McDonald's in the MENA region. During his career, he has received prestigious awards and recognition at international festivals such as Cannes Lions, Dubai Lynx, Epica, Cresta, One Show, Clio, D&AD, LIA, Adfest, Golden Drums, New York Festival, European Cristal, Loeries awards and others.
When did your journey in the creative industry begin? What inspired you to choose this career? Are there any stories or moments in your career that have had the greatest impact on your professional growth?
My journey in the creative industry began in Paris, where I initially started as an account executive. However, I quickly realized that my true passion lay in the creative process itself. I transitioned into a copywriting role, a move that allowed me to express ideas in ways that resonated with audiences on a deeper level.
One of the defining moments of my career came in 1997 with the "Handsome" campaign for Head & Shoulders, and the “Earthquake” campaign for Pert Plus. At the time, the concept of positioning shampoo brands in such a bold and unconventional way was rare in the Middle East and Africa. Yet, we took a leap of faith, and the campaigns became a breakthrough, setting new standards for the region’s advertising landscape.
Another pivotal moment was the "Keep the Flame Alive" campaign for Johnnie Walker in 2015. Lebanon was going through a challenging period, and we sought to create a message of resilience and hope. The campaign encouraged people to share their personal stories, and the public’s emotional response was overwhelming. Not only did it drive engagement, but it also contributed to a tangible 4% increase in Johnnie Walker Red Label’s volume share. That experience reinforced my belief in the power of storytelling to inspire and create real-world impact.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Among the many projects I’ve worked on, the "Keep the Flame Alive" campaign for Johnnie Walker remains one of the most meaningful. Beyond its commercial success, it was a testament to how brands can connect with audiences on an emotional level, particularly during difficult times. It wasn’t just about selling a product, it was about fueling a sense of perseverance and optimism within an entire nation.
Another campaign that holds a special place in my heart is "Legally Bride" for KAFA, which shed light on the issue of child marriage in Lebanon. By turning an issue into a conversation and then into a movement, we helped spark discussions that pushed for real legal change. This campaign reaffirmed that creativity is not just about aesthetics, it’s about using communication as a force for good that can change laws... and it did!
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
Creative festivals serve as more than just a platform for recognition. They are a catalyst for growth, pushing agencies to challenge the status quo and set higher creative benchmarks. Winning at such festivals is an acknowledgment of hard work, innovation, and the ability to craft ideas that resonate on a global scale.
Beyond awards, these festivals foster professional networking, enabling creatives from diverse backgrounds to exchange insights and perspectives. They are also a source of inspiration, exposing attendees to emerging trends, cultural shifts, and disruptive ideas that can redefine the future of advertising. In a way, festivals are where the industry collectively evolves, and participation ensures that agencies remain part of this ongoing transformation.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
When evaluating creative work, I prioritize originality, emotional impact, and cultural relevance. A great idea should not only be fresh and unexpected but should also strike a chord with its intended audience. I am all for the “cult of the idea”… idea first than comes the rest, especially in this new world of quick content…. Yet when it comes to integrated campaigns, execution is equally crucial, craftsmanship can elevate an idea from good to extraordinary.
For this year’s White Square Festival, I look forward to seeing ideas that push boundaries, whether through storytelling, technology, or innovative formats. I’d love to see campaigns that integrate AI, immersive experiences, or unexpected media placements in ways that feel organic and meaningful. More than ever, creativity needs to be daring, and I hope to see work that embodies that spirit.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
Creativity isn’t something that happens in isolation, it thrives on inspiration from the world around us. Personally, I go to the movies not just for entertainment but to "catch up with life." Cinema offers a lens into different human experiences, and I often find creative solutions in the most unexpected scenes. The world around us is also a great source of inspiration, full of insights. It’s up to us to observe and grasp any interesting detail, action, moment that life is offering us and translate it into an innovative idea polished with an interesting execution.
Within my team, I encourage an open and collaborative environment where no idea is too wild to be explored. We employ techniques like reverse thinking, starting with an expected solution and then challenging ourselves to dismantle it in search of something entirely new. The best ideas often come from questioning norms and embracing unpredictability.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
In 2025, in my humble opinion, hyper-personalization powered by AI and data analytics will shape marketing strategies. Consumers expect brands to understand their individual preferences and deliver tailored experiences rather than one-size-fits-all messaging.
Immersive storytelling through AR and VR will also gain traction, offering interactive brand experiences that go beyond traditional advertising. Additionally, sustainability and social responsibility will remain at the forefront, with consumers gravitating toward brands that demonstrate genuine commitment to ethical and environmental causes.
One standout example from Lebanon is Leo Burnett Beirut’s work on purpose-driven campaigns, such as "Legally Bride." Always “The New Brave” or all the Abaad “Gender equality” campaigns we did the last years. These initiatives show how brands can leverage creativity to drive meaningful change while strengthening their connection with consumers.
How do you see the role of technology evolving in the creative industry, and how can agencies best adapt to these changes?
Technology is no longer a tool, it’s an integral part of the creative process. From AI-generated content to programmatic advertising and immersive brand experiences, technology is reshaping how we connect with audiences. The key for agencies is not just to adopt new tools but to find ways to humanize them. The challenge lies in balancing innovation with authenticity, ensuring that technology enhances storytelling rather than replaces it.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
My passion for cinema plays a significant role in my creative process. Films allow me to explore different storytelling techniques, visual aesthetics, and emotional narratives that I often draw upon in my work. Music also fuels my creativity, it has the ability to evoke moods and emotions that can shape the direction of a campaign.
Travel is another major source of inspiration. Experiencing different cultures, observing how people interact with brands in various parts of the world, and understanding different societal narratives all contribute to a more nuanced and globally relevant approach to creativity.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
To all participants of the White Square Festival 2025: Be fearless in your creativity. The best ideas often start as the ones that seem too bold, too different, or too risky. Challenge conventions, embrace cultural nuances, and most importantly, tell stories that matter. Creativity has the power to shift perspectives, ignite change, and inspire generations, use it wisely.
My journey in the creative industry began in Paris, where I initially started as an account executive. However, I quickly realized that my true passion lay in the creative process itself. I transitioned into a copywriting role, a move that allowed me to express ideas in ways that resonated with audiences on a deeper level.
One of the defining moments of my career came in 1997 with the "Handsome" campaign for Head & Shoulders, and the “Earthquake” campaign for Pert Plus. At the time, the concept of positioning shampoo brands in such a bold and unconventional way was rare in the Middle East and Africa. Yet, we took a leap of faith, and the campaigns became a breakthrough, setting new standards for the region’s advertising landscape.
Another pivotal moment was the "Keep the Flame Alive" campaign for Johnnie Walker in 2015. Lebanon was going through a challenging period, and we sought to create a message of resilience and hope. The campaign encouraged people to share their personal stories, and the public’s emotional response was overwhelming. Not only did it drive engagement, but it also contributed to a tangible 4% increase in Johnnie Walker Red Label’s volume share. That experience reinforced my belief in the power of storytelling to inspire and create real-world impact.
Your projects have been highly appreciated at prestigious international festivals of creativity. Which of your projects do you consider to be the most successful and why?
Among the many projects I’ve worked on, the "Keep the Flame Alive" campaign for Johnnie Walker remains one of the most meaningful. Beyond its commercial success, it was a testament to how brands can connect with audiences on an emotional level, particularly during difficult times. It wasn’t just about selling a product, it was about fueling a sense of perseverance and optimism within an entire nation.
Another campaign that holds a special place in my heart is "Legally Bride" for KAFA, which shed light on the issue of child marriage in Lebanon. By turning an issue into a conversation and then into a movement, we helped spark discussions that pushed for real legal change. This campaign reaffirmed that creativity is not just about aesthetics, it’s about using communication as a force for good that can change laws... and it did!
In your opinion, how do the participation and winning of creativity festivals influence agencies and representatives of the creative industry? What additional aspects, such as reputation enhancement, professional networking and inspiration for new ideas, can be crucial in this process?
Creative festivals serve as more than just a platform for recognition. They are a catalyst for growth, pushing agencies to challenge the status quo and set higher creative benchmarks. Winning at such festivals is an acknowledgment of hard work, innovation, and the ability to craft ideas that resonate on a global scale.
Beyond awards, these festivals foster professional networking, enabling creatives from diverse backgrounds to exchange insights and perspectives. They are also a source of inspiration, exposing attendees to emerging trends, cultural shifts, and disruptive ideas that can redefine the future of advertising. In a way, festivals are where the industry collectively evolves, and participation ensures that agencies remain part of this ongoing transformation.
You have a high professional expertise in the field of creativity and experience of being a jury member of many international festivals, and this year you will be evaluating the entries of White Square Festival. What evaluation criteria are the most important for you? What new ideas would you like to see in the entries of White Square Festival?
When evaluating creative work, I prioritize originality, emotional impact, and cultural relevance. A great idea should not only be fresh and unexpected but should also strike a chord with its intended audience. I am all for the “cult of the idea”… idea first than comes the rest, especially in this new world of quick content…. Yet when it comes to integrated campaigns, execution is equally crucial, craftsmanship can elevate an idea from good to extraordinary.
For this year’s White Square Festival, I look forward to seeing ideas that push boundaries, whether through storytelling, technology, or innovative formats. I’d love to see campaigns that integrate AI, immersive experiences, or unexpected media placements in ways that feel organic and meaningful. More than ever, creativity needs to be daring, and I hope to see work that embodies that spirit.
How do you approach the creation of new ideas and projects? Do you have any certain methodologies, techniques, or lifehacks that you use while working with your team? Can you highlight the key factors that help you create effective projects and build long-term relationships with the brands' target audience?
Creativity isn’t something that happens in isolation, it thrives on inspiration from the world around us. Personally, I go to the movies not just for entertainment but to "catch up with life." Cinema offers a lens into different human experiences, and I often find creative solutions in the most unexpected scenes. The world around us is also a great source of inspiration, full of insights. It’s up to us to observe and grasp any interesting detail, action, moment that life is offering us and translate it into an innovative idea polished with an interesting execution.
Within my team, I encourage an open and collaborative environment where no idea is too wild to be explored. We employ techniques like reverse thinking, starting with an expected solution and then challenging ourselves to dismantle it in search of something entirely new. The best ideas often come from questioning norms and embracing unpredictability.
What new trends and tendencies do you think will be actively seen in the field of marketing and communications in 2025? In your opinion, what innovative approaches and strategies will be able to attract consumers' attention and create a sustainable connection with brands? Are there any examples of companies in your country that are already implementing such tools and can be a reference point for others?
In 2025, in my humble opinion, hyper-personalization powered by AI and data analytics will shape marketing strategies. Consumers expect brands to understand their individual preferences and deliver tailored experiences rather than one-size-fits-all messaging.
Immersive storytelling through AR and VR will also gain traction, offering interactive brand experiences that go beyond traditional advertising. Additionally, sustainability and social responsibility will remain at the forefront, with consumers gravitating toward brands that demonstrate genuine commitment to ethical and environmental causes.
One standout example from Lebanon is Leo Burnett Beirut’s work on purpose-driven campaigns, such as "Legally Bride." Always “The New Brave” or all the Abaad “Gender equality” campaigns we did the last years. These initiatives show how brands can leverage creativity to drive meaningful change while strengthening their connection with consumers.
How do you see the role of technology evolving in the creative industry, and how can agencies best adapt to these changes?
Technology is no longer a tool, it’s an integral part of the creative process. From AI-generated content to programmatic advertising and immersive brand experiences, technology is reshaping how we connect with audiences. The key for agencies is not just to adopt new tools but to find ways to humanize them. The challenge lies in balancing innovation with authenticity, ensuring that technology enhances storytelling rather than replaces it.
What are your hobbies and passions that fill your life with inspiration? Do you have any special books, movies, music or travels that form your creativity and influence your approach to work? How do you integrate these hobbies and inspiration into your daily practice to create something unique and memorable?
My passion for cinema plays a significant role in my creative process. Films allow me to explore different storytelling techniques, visual aesthetics, and emotional narratives that I often draw upon in my work. Music also fuels my creativity, it has the ability to evoke moods and emotions that can shape the direction of a campaign.
Travel is another major source of inspiration. Experiencing different cultures, observing how people interact with brands in various parts of the world, and understanding different societal narratives all contribute to a more nuanced and globally relevant approach to creativity.
What would you like to wish to your colleagues, participants of White Square Festival 2025?
To all participants of the White Square Festival 2025: Be fearless in your creativity. The best ideas often start as the ones that seem too bold, too different, or too risky. Challenge conventions, embrace cultural nuances, and most importantly, tell stories that matter. Creativity has the power to shift perspectives, ignite change, and inspire generations, use it wisely.
The Jury of White Square Festival Jury is being actively formed and will be announced in March, but their participation has already been confirmed by the brightest people with invaluable experience in judging prestigious international creativity festivals and numerous awards around the world, representatives from more than 35 countries.
To submit your entries, go to the White Square Festival's official website and choose from 247 nominations covering the entire spectrum of the communications industry. Discounted entry fees are available until March 3, 2025. The final deadline for entries is April 28, 2025.