Marie-Claire Maalouf: Meaningful Advertising in the MENA Region

Marie-Claire Maalouf’s foray into the world of advertising began whenshe graduated with a Masters in Creative Advertising from the Lebanese Academy of Fine Arts, paving the way for her entry into a renowned advertising agency, IMPACT BBDO.

Quickly making her mark early on, Marie-Claire went from an Associate Creative Director in 2011, followed by the title of Creative Director in 2019. Today, as the Executive Creative Director at the agency, she stands at the forefront of BBDO’s creative vision, spearheading innovative and impactful endeavors.

Throughouther illustrious career, Marie-Claire has worked with an extensive portfolio of both international and regional clients. Some notable names include; Mars, J&J, PepsiCo, Essity and ADCB, among others.

Her visionary work has propelled the agency to claim the coveted title of the No. 1 agency for MENA on the CANNES LIONS Creativity Report Ratings 2022, with an impressive collection of eight Lions, including a Grand Prix. Additionally, her accomplishments have elevated the UAE's global position to the top 10 countries in terms of creativity.

If that’s not enough, she has also earned numerous accolades and recognitions. Ranked as the third Most Awarded Executive Creative Director globally and the top-ranked professional in the region by The Drum World Creative Rankings, she stands among the most outstanding women in Advertising and Media in MENA for 2022. In 2019, she was voted the esteemed title of ‘Next Creative Leader’ by the 3% Conference and The One Club for Creativity in Chicago.

In 2022 alone, her efforts led to the acquisition of over 85 awards, including the distinguished D&AD Yellow Pencil, one of the two Cannes Lions Grand Prix won by the MENA region, and the only two Grand Lias for MENA that year. Her expertise and influence have also extended beyond her role, as she has served as a juror in multiple prestigious award shows, such as Cannes Lions, Clios, The Drum, New York Festival, Global Awards, D&AD, The One Show, Lisbon Ad Festival, TikTok, and Mena Cristals.

Marie-Claire'sformative years in the enchanting coastal city of Jbeil, Lebanon, have greatly shaped her perspective and passion for creativity. Raised between Jbeil and Beirut, she experienced the best of both worlds, with her summers spent amidst the breathtaking Klayaat mountains.

Her upbringing was marked by a family that defied societal norms. Her mother, Claire al Amm, shattered glass ceilings as the General Director of the Ministry of Finance, commanding an army of men. Such pioneering roles for women were rare, and her father, Maître Jamal Maalouf, an artist, nurtured Marie-Claire's love for art by taking her on captivating nature trips to draw amidst Lebanon's ancient villages. Art became an integral part of her childhood, providing solace during the tumultuous times of the Lebanese civil war when hiding in underground shelters was a necessity.

Their home in Beirut, a modest atelier acquired by her father, exuded an artistic ambiance that fueled Marie-Claire's and her brother's creative spirits. Despite the limitations of space, the atelier served as a vibrant gathering place for a thriving community of artists and actors, drawn to her father's magnetic personality.

In aconscious effort to transcend the strife of war and the divisive nature of politics and religious beliefs, Marie-Claire's parents enrolled her in a French Laique school. Here, the principles of égalité, liberté, and fraternité became the guiding light for her interactions with people from diverse backgrounds, fostering an inclusive culture that transcended societal barriers. She cherishes this extraordinary upbringing as a bubble of enlightenment amidst the turmoil that engulfed her homeland.

This week, Machinelab speaks with Marie-Claire in an in-depth interview about her memorable campaigns, her Pranic Healing and Kinesiology practice and much more…

Can you tell us more about your journey from being a student of fine arts to working in advertising? How did your early experiences shape your career path?

After graduating from school, my dad provided guidance to help me identify the field I wanted to study, for which I'm grateful. He suggested we explore the subjects taught in various fields of interest. During that time, not all children received such guidance, as society traditionally expected them to become doctors, engineers, architects, or lawyers.

I excelled in biology and was at the top of my class in school, so naturally, my teachers assumed I would pursue something in the medical field. I applied and was accepted, but I also applied to the Academy of Fine Arts because I had a genuine interest in both fields.

I had one weekend to make my decision, and during that time, I had a recurring dream. In the dream, I found myself trapped in a clinical lab, alone at night, peering through a microscope. Outside the lab's glass door, I could see a large crowd cheering and calling me into the spotlight. I wasn't sure whether I was an actress, an artist, or a singer in the dream, but I knew there was something good and fulfilling waiting for me beyond that door.

As my career progressed, I realized that choosing the Academy of Fine Arts was the right decision for me. While I enjoyed the fame, the stages, and the sense of significance it brought me, the most rewarding aspect as I matured was the impact that the communication business has on society and the potential it has to effect real change.

My university years felt like a playground, where I was completely in my element, thoroughly enjoying every subject from acting and creative expression to design, sculpture, painting, and directing. In the early years of my fine arts studies, I had the opportunity to explore a wide range of disciplines.

Upon receiving my diploma, Dani Richa, the current Chairman of BBDO EMEA, approached me. At the time, he was a member of my diploma jury and offered me a position at Impact BBDO. I grew professionally with the group, progressing from an Art Director to an Executive Creative Director.

Winning numerous prestigious awards in the advertising industry is an impressive accomplishment. Can you share some insights into the creative processes or strategies that contributed to your success?

Winning certainly brings joy and a sense of accomplishment, but what is truly fulfilling is the feeling of being part of a larger movement that contributes to shifting the needle on important societal and environmental issues. This was the driving force behind my work. In our industry, there are individuals who serve as social advocates, seizing any opportunity to plant the seeds of transformative ideas for brands, moving them beyond mere commercial pursuits.

These ideas aim to be meaningful to people and add genuine value to their lives. In our department, we refer to this mindset as "proactivity." We actively seek out individuals who possess the hunger to create impact through their work. They not only follow assigned briefs and tasks, but also have an innate ability to spot opportunities and consistently generate ideas that serve the greater good.

When you have a close-knit group of talented individuals within a company who share this attitude, they naturally attract one another, and something magical happens. They willingly go above and beyond the normal working hours, driven by their beliefs. They collaborate, think collectively, and mobilize all their internal and external resources to bring these ideas to life. This collaborative spirit is not limited to a single location but permeates throughout the network.

The 'Mutilated Words Campaign' and the 'Toxic Flag' a reremarkable initiatives that have made a real impact. What inspired you to take on these pro bono projects, and what were some of the challenges you faced in raising awareness for these important causes?

The 'Mutilated Words' campaign was inspired by another project that was happening in the agency called 'The Zero Tolerance Ribbon.' We were asked to come up with a DM idea that would be distributed in medical centers, to new parents and during an event. My partner and I got excited about the topic and we took this brief onboard. It was all based on finding words that have their meaning turn from empowering to disempowering when they get mutilated. A very challenging 'words exercise' that got all the Arabic writers in the agency excited about collaborating with us in order to identify these word combinations.

With regards to the 'Toxic Flag' campaign, the brief was a request that came to me from a friend who works with the waste management coalition in Lebanon. They wanted to create a campaign to help stop the construction of the incinerators in the middle of the city of Beirut. I chatted with our CCO and he suggested that we do it proactively as an agency in order to support this cause.

I sent the brief out and within a few hours, the response from the creative teams was amazing. It was a major team collaboration on this project involving the agency, the production team who assisted in constructing the non-toxic smoke flag, and our PR network that amplified the campaign. This collaboration led to highly effective results, ultimately contributing to the successful halt of the incinerator project. The most challenging part of this project was to build the flag and make sure it did look like a flag since it was made out of smoke. A lot of calculations had to be done to see how much of smoke the tubes would have to release in order to visually mimic a flag and to install it without any opposition in the middle of the city where one of the incinerators was planned to be built.

'Despair No More' and the 'Social Distancing Prayer Mat' are examples of projects that address sensitive topics and societal needs. How do you approach creative projects that tackle taboos or difficult subjects, and what role do you believe advertising plays in promoting social change?

It always comes back to the language and the power of storytelling in every project. How you frame an idea and deliver it to the audience plays a crucial role in how it is perceived and accepted. Additionally, the power of allies is instrumental in successfully spreading your message. In the case of the 'Despair No More' campaign, we collaborated with reputable and respected female influencers in the region. When people view them as role models, the message gains even more value and acceptance, creating a shield against negative sentiments.

The social distancing prayer mat, an initiative by our Pakistan and Dubai offices for Dettol, serves as a true testament to how a simple design change can help reduce the spread of Covid during prayer time. Although we altered a traditional design, it was done with the best intentions and the good of the people in mind. It was well-received as a result.

Your work has been recognized at various prestigious award shows. As a juror yourself, how do you evaluate the creative work of others, and what qualities do you look for in award-winning campaigns?

I’m obsessed with looking at what is the value-addition of any idea I come across. Is this idea important? Is it needed? Does it stand out and what is the impact it generated? Does it shift the needle? For people, for society, for the nation, for the brand? Ideas need to shift something and they have to be done in an original, innovative, distinctive and well-crafted manner.

Lastly, do I wish I had done it? and would I share it with my friends and family? This year while judging the Clios, I couldn’t help but press the share button on the Heinz Jack work. It was so fun and left-field - a very smart way to hijack the conversation during the football season.

You have certifications in Professional Kinesiology Practice and studies done in Pranic Healing. How do these practices influence your approach to leadership, creativity and truly living?

These two disciplines have been truly transformative for me on all levels. Through my mentors, Michelle Chedotal and Dr. Dewe, I learned the principles of Kinesiology, tools and techniques that one can use in their day-to-day work and social life. With Pranic Healing, by following the principles of Master ChoaKok Sui, I dived into the world of energy and the transformative and shaping impact it has on people and their development at all levels.

I made a commitment to work on myself first before being able to help and support others. By understanding my own internal language, identifying self-sabotage programs, challenging limiting beliefs, and breaking through old behavioral patterns. These disciplines progressively transform people into more empathetic, tolerant, and a better channel for bigger and better ideas as they gain more clarity and insights. I feel my perspective has widened, and I started dedicating myself to larger and more purposeful goals. Over time, I saw myself develop a stronger connection with the concept of Oneness, recognizing that everyone is on a mission, and we can assist each other in identifying and manifesting that mission.

Naturally, my speech, energy, and working methods have transformed. My focus has shifted towards nurturing and empowering others, consistently seeking ways to add value to their lives, all while continuously working on my own personal development. This journey never ends. The more I delve into the practices of Kinesiology and Pranic Healing, the more amazed I get by the tremendous power we possess. If we channel our mind, emotions, and soul into our endeavors, we can achieve incredible things. As Tony Robbins once said; "Where focus goes, energy flows," and I have found this to be profoundly true.

Through Pranic Healing, I have learned valuable techniques for clearing my energy field, gaining clarity and focus on my goals and actions, managing emotions, and cultivating compassionate objectivity. As a leader, these skills are crucial as they create a safe space for my team to thrive, express their ideas without fear of judgment, and feel inspired.

In your experience, what are some of the biggest challenges facing the advertising industry today, and how do you envision overcoming them?

The speed at which things are happening in the industry can be overwhelming for many. Creatives are constantly juggling pitches with tighter deadlines, managing larger client scopes with limited resources, and also working on proactive ideas that contribute to society and the creative industry as a whole. Therefore, prioritizing mental and emotional health is becoming increasingly crucial if we want to thrive alongside the new generation.

From my experience interviewing numerous young talents, particularly the Gen Zs who will succeed us in the field, it is evident that they prioritize well-being and boundaries. The new joiners are wired differently compared to previous generations. They seek work flexibility and hybrid systems that were shaped by their experiences during the Covid era. They also want to contribute to projects that have purpose and meaning to them.

As an industry centered around people, it is vital that we prioritize the well-being of these idea-makers. Without properly fueling and retaining them, we risk losing them to other fields and leaving behind a gap. Therefore, the industry as a whole must reevaluate its operating models and focus on making it resonate with new talents, aligning with their job expectations, and providing a clear growth roadmap tailored to their needs.

Gen Zs are not afraid to job-hop if a company fails to meet their aspirations. Leading through fear or strict discipline might not be the path to their hearts and talent. It is crucial for us to create an environment that nurtures their potential and inspires loyalty.

What's your big dream?

To sit at the table with big entities and government decision-makers and be able to influence them about direct decisions that impact people's lives. Such as, changing some disempowering laws with regard to women and children. Encouraging them to find ways to let cities have a smaller carbon footprint and adopt more sustainable approaches. Put all brands on a mission and have them commit to adding real value to societies and behaving like good citizens.

What's the guiding principle you live by; in work and life, both?

I follow something called the Golden Rule: Don’t do to others what you don’t want others to do to you. And, do to others what you want others to do to you.

How has your study and practice of Kinesiology and Pranic Healing made you perceive yourself, others and the world differently?

We are all powerful beyond measure. we just don’t know it. I love this quote by Marianne Williamson, a guru and self-help specialist. It kind of summarizes this point for me:

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, ‘Who am I to be brilliant, gorgeous, talented, and fabulous?’ Actually, who are you not to be so?

You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We were born to manifest the glory that is within us. And as we let our light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

Photos and videos courtesy of: Marie-Claire Maalouf