Pascale Nader

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.

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

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)

• 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