Bechara Mouzannar has been named Leo Burnett’s new chief creative officer for the Middle East and North Africa.
Formerly regional executive creative director, Mouzannar takes over from Farid Chehab, who will remain as honorary chairman and adviser to the MENA management board.
Mouzannar, who has more than 20 years of experience in the communications industry, will be responsible for driving the agency’s creative reputation in the region. He has worked on some of the region’s most memorable advertising, including The Hariri Foundation’s ‘Khede Khasra’ and Pert Plus’ ‘Stop the Suffering’ campaign.
Raja Trad, CEO of Leo Burnett MENA, said: “I have worked with both Farid and Bechara over the years. For those of you who have followed advertising in the region you will know that Farid has been a long standing pillar of inspiration instrumental in shaping Leo Burnett in the region and elevating the standards of creativity in the industry. I am delighted that he has agreed to stay involved in Burnett’s future.
“In Bechara we have a gifted visionary, a powerful strategic thinker and a natural creative leader. He understands that in today’s world of business clients require holistic business solutions if they are to achieve the results they are after. I am delighted to be partnering with Bechara in leading the agency into the future and I look forward to seeing his creative vision unfold.”
Mouzannar added: “This new challenge comes at a time when audiences are being asked for their active participation to help build brands. Leo Burnett MENA’s main focus will be to push the boundaries and help change the way human beings think and live by engaging them through a human purpose, and the numerous innovative channels out there, some yet to be discovered. I often hear clients and audiences in the region are not ready for this new way of working, I believe they are, they are waiting to be inspired and shown how to utilise these innovative communications channels in an insightful way. That is the real added value an agency can bring to a brand and I look forward to driving this initiative across Leo Burnett MENA.”