Showcase & Discover Creative Work

Ali Mokdad

Associate Creative Director

Dubai, United Arab Emirates
My approach to advertising is simple. Create conversations. I do this by using consumer insights that ultimately get people talking. I don't follow the rules, I don't think linear and I let my ego get in the way of a great idea. I truly believe creativity can solve any problem and I'm living the dream, one idea at a time.

Work Experience

FP7/McCann

Associate Creative Director - Copy Head

- Brand Guardian for Harvey Nichols, Nestle Middle East, Coca-Cola Meydan Sobha Real Estate, McDonald's Arabia and L'Oreal Middle East.
- Instrumental in leading and winning the Harvey Nichols business, beating 7 other agencies in the region with ground breaking creative work.
- Instrumental in winning new business from Meydan Sobha Sobha Real Estate, beating out 3 other agencies with clear path-to-purchase creative response plan.
- Instrumental in winning new business from Arla Food, beating out 4 other agencies with a clear shopper marketing creative strategy.
- Built close relationships with my clients and have gained their trust over time.
- Part of the FP7/McCann Creative Council, which handles creative standards and regional pitches across 18 offices in the MENA region.
- In the last 3 years, I have helped grow the agency's portfolio from 10 key brands to over 18 retainer based clients.
- Was named "Head of Shopper Marketing" of the Creative Department in 2015 and responsible for all shopper-related activities and communication campaigns.
- 85% success rate on pitch-to-win ratio in new business acquisitions.
- Helped the agency win "Agency Of The Year" and "Network Of The Year" for the Effies Effectiveness Index in both 2014 and 2015.
- Won 3 Bronze Trophies at the New York Advertising Festival in 2014 for Harvey Nichols work in categories: Best Use Of Direct Marketing, Best Use Of Ambient Marketing and Best Use Of Design.
- Won a Finalist at The One Show for Harvey Nichols' Gianvitto Rossi Direct Mailer for Best Use Of Promotional Material in 2014.
- Currently work with a team of Art Directors, Writers and Designers to create ground breaking work that solves our client's challenges as well as creates a clear path to purchase.
- Report directly to the Executive Creative Director.
January 2013 - Present United Arab Emirates

Memac/Ogilvy

Senior Copywriter/Group Head

-Voted Agency of the Year in 2010, Ogilvy Action allowed me to work more in the Promo & Activation side of the business as well as Shopper Marketing.
-I worked on brands such as Heineken Beer, Tiger Beer, Sunsilk Shampoo, Dove, British American Tobacco and Coca-Cola.
-I've won numerous awards with Ogilvy Action and created ground breaking work with them during my tenure.
-Helped transform the agency's international status with the network and also helped them achieve their highest ranking ever since the Dubai office's inception with multiple wins in International award shows with my creative work.
-Ogilvy made it on the Ogilvy Cadre (Ogilvy's top 15 creative agencies across the world) for the first time ever.
-Won at Cannes, Clios, One Show and D&AD, making it a first for OgilvyAction.
-Helped OgilvyAction acquire the regional accounts for Viva Telcommunications and Grohe bathroom fittings in a pitch.
-After my first year, i was promoted to group head of Unilever, Dunia Financial and Coca-Cola. I had a jr. team reporting to me and 2 designers. My partner and I managed the entire workflow of our team and ensured deadlines, creative standard and budgets were met.
June 2010 - December 2012 United Arab Emirates

Impact/BBDO

Copywriter

- The one of the largest agencies in the UAE, Impact BBDO has allowed me to become more actively involved in the pitches, client presentations and team management.
- I worked very closely with the Creative Director and we actively aligned on all decisions with the creative process.
- Was part of the lead team that helped acquire Dubai Silicon Oasis to our agency of record with our creative strategy.
- Was instrumental in the entire Wafi re-branding initiative, which defined it's positioning in the retail market.
- In July 2009, My partners and I won a Cannes Silver Lion for “Best Use of Media”.

Clients included: Emirates Airline, Pepsi, Dubai Healthcare City, Dubai Silicon Oasis, Wafi Mall, M&Ms, Bounty, Gillette.
January 2008 - June 2010 United Arab Emirates

Henderson Bas

Copywriter

Henderson Bas is a well-renowned digital and interactive shop in Toronto. It has won countless awards and accolades in digital and interactive communications. I further expanded my advertising and communication knowledge with this agency and was exposed to various media, both traditional and unconventional during my time here.

Clients that i worked on include: Primus, ING Direct, Capital One, Molson Canadian, Nintendo Canada, eBay.ca, Levi’s Canada, Coca-Cola™
February 2007 - December 2008 Toronto, Canada

The Back Room Agency

Jr. Copywriter

The backroom was a small agency in the heart of downtown Toronto. Most of my advertising experience and knowledge came from this boutique shop and I was further exposed to the day-to-day dealings of the advertising business.
September 2006 - February 2007 Ontario, Canada

Education

York University

Specialized Honours B.A. in Communication Studies

September 2001 - April 2006 Toronto, Ontario, Canada

Seneca College Of Applied Arts And Technology

Creative Advertising Diploma

September 2004 - April 2006 Toronto, Ontario, Canada

Languages

English (Native),
Arabic (Fluent),
French (Conversational),

Awards

Cannes Lions

Bronze - Public Awareness

2013

Cannes Lions

Silver - Public Service Awareness

2013

British Design & Art Direction (D&AD)

In Book (Bronze) - Radio Advertising

2013

The One Club

Silver - Public Service - Radio

2013

Clio Awards

Gold - Innovative Media

2013

Clio Awards

Silver - Content & Contact

2013

Clio Awards

Bronze - Engagement/Guerilla

2013

Clio Awards

Bronze - Radio/Public Service

2013

Dubai Lynx International Advertising Festival

Gold- Promo & Activation - Non-Profit

2013

Dubai Lynx International Advertising Festival

Gold - Direct-Use of Media

2013

Dubai Lynx International Advertising Festival

Silver - Media - Use of Broadcast

2013

Dubai Lynx International Advertising Festival

Silver - Radio - Best use of radio as a medium

2013

Dubai Lynx International Advertising Festival

Bronze - Media - Non Profit

2013

Effie Awards - Effie Worldwide

Bronze -Non-Food FMCG

2012

Epica Awards

Bronze - Public Interest

2012

Cannes Lions

Finalist - Best Use of Sound Design

2012

Cannes Lions

Finalist - Best Use of Radio as a Medium

2012

Dubai Lynx International Advertising Festival

Gold - Film Craft: Sound Design

2012

Dubai Lynx International Advertising Festival

Silver - Film: Public Awareness

2012

Effie Awards - Effie Worldwide

Finalist for Best Youth Marketing

2011

Dubai Lynx International Advertising Festival

Bronze - Best use of Media (Small Scale Ambient)

201103

Dubai Lynx International Advertising Festival

Bronze - Best use of Media (Live Stunt)

201103

Cannes Lions

Silver - Best use of Media

2009

New York Festival

Finalist - Best use of Media

200907

Epica

Bronze - Media Innovation

2009

Skills

Conceptual, Activation, Ambient, Art Direction, ATL, Big Ideas, BTL, Copywriting, Editing, Scriptwriting, Shopper Marketing, Television,