Pascale Nader

Teacher Creative Business
“I wanted to become a doctor to join Doctors Without Borders; went to advertising instead”


Pascale comes from the advertising industry, with a creative background focused on Art Direction Copywriting and Graphic Design. She has built her experience as a senior creative through tenures in global advertising agencies & major networks (Interpublic Group, Publicis, Omnicom, WPP, Havas Group). Her journey spans diverse industries and categories: FMCG, Luxury, (e)-retail, Food & beverage, automotive, Banking / finance services, Leisure, health and public. She’s built an extensive experience across the MENA (Middle-East – North-Africa) markets: The Levant, The GCC, Egypt and Maghreb countries.

Over the past two decades, she contributed to launch global brands in local markets, promoted home-grown ones and expanded them beyond borders: from large corporates to start-ups, she blended strategic eye to creative output.

Throughout her career path, she co-managed an agency, created and directed commercials, trained creative (agency teams) but also client (marketing) team, and ventured in a project built on the concept of Muhammad Yunus’ social business model. Her journey covered multi-cultural markets, working with multi-cultural teams, and since 2018 to date, it expanded to designing and teaching courses at Creative Business – HU, for a multi-cultural, very diverse student population.

Fields of expertise

  • Multi-Cultural markets
  • Consumer Behaviour and Insights
  • Advertising / Omnichannel creative content creation
  • Brand Strategy
  • Business development
  • Communication and Storytelling

Research themes

As a creative director handling various businesses/brand portfolios, I participated in (Qual and Quant) research covering markets, consumer behaviour and insights, advertising effectiveness, strategic communication, media and brand health (equity) with global research companies such as:

  • Ipsos
  • TNS (Needscope model)
  • Millward Brown
  • Nielsen

(and also the network’s research units using proprietary tools)

Other recent projects

  • Guest speaker At KAUST entrepreneurship – Oct 2021 in collaboration with WeGrow
  • Guest Lecturer at ISCOM – Audacity week July 2019 & 2020
  • Creative Jury Member at Cristal de la MENA awards – May 2017
  • Creative training for marketing teams – Several dates
  • Volunteering: Children Cancer Center – Ashoka – Arc-En-Ciel (NGO for Diversity and Inclusion)


  • Content strategy certificate: Hubspot - 2021
  • Growth Hacking certificate: Eazl - 2020
  • BQE – certificate: Creative Business – HU - 2019
  • Design Thinking certificate: MIT approach to Design Thinking – Emeritus - 2018
  • Creative Leadership certificate: Berlin School for Creative Leadership – CCLP - 2013
  • Master’s in Advertising: Academie Libanaise des Beaux-Arts (University of Balamand) - 1993