Curiosity, Character, and Craft: Lessons from a Creative Giant

In a region known for its creative talent, few people represent the growth of MENA advertising like Chafic Haddad. Chafic was named Dubai Lynx’s 2025 Advertising Person of the Year. His 30-year career shows the lasting impact of creative storytelling.

With more than 300 industry awards and leadership roles across Riyadh, Dubai, Kuwait, and Beirut, he is synonymous with culturally resonant, high-impact campaigns. What makes him unique isn’t just the hardware. It’s his strong belief in simplicity, honesty, and human connection. In an exclusive fireside chat with Dubai Lynx, Chafic shares his journey and the key pillars of creative storytelling.

This session was part of the Dubai Lynx Debrief - A Morning of Creative Insight.

“A Good Brief is King”

When asked about the process of creative storytelling, Chafic's perspective is refreshingly straightforward. He emphasises coming from a POV of a very solid brief with a very solid insight. For him, a well-written brief is half the work done. The rest is digging relentlessly until the real idea surfaces.

He recalls a campaign for an outdoor media company in Saudi Arabia, where the team faced a choice: go the traditional hard-sell route, or dig deeper. What came out was “The Biggest Gallery in the World.” This campaign turned billboards into canvases for Saudi artists. It mixed commerce with culture. “At the time, art wasn’t something people talked about in Saudi, ”Chafic noted, “But we knew the talent was there. We just had to create the space.”

Local Talent, Global Relevance

Chafic strongly believes in the transformative power of local talent, even with his wide international experience. “They’re much more connected to the country, to the insights, the storytelling,” he says.

This belief in culturally grounded creativity is why he sees MENA as no longer chasing the global stage, but sharing it. “There’s no MENA versus global anymore,” he declares. “We’re there. We’re winning Grand Prix at Cannes. The work speaks for itself.”

Leadership Through Empathy

When asked what defines a great creative leader, Chafic's answer is simple but powerful: character. “You have to be a people’s person,” he says. “Take care of the environment, and the work will come.”

He rejects the old-school notion that toughness builds results. “You need to be tough on the work, not on the people,” he insists. “If the environment is right—respectful, nurturing, and collaborative—the creativity follows naturally.”

Risk, Trust, and the Client Equation

Not every idea soars. Chafic estimates that 50–60% of ideas might be solid but not exceptional. But when the exceptional ones do arrive, selling them to clients takes more than persuasion—it takes trust.

“It's not about the brand,” he explains. “It's about the person handling the brand. Some are open to calculated risks. Others aren’t.” His solution? Let the work build trust over time. When clients see creativity drive engagement, sales, and fame, they’re more likely to lean into the next bold idea.

The Currency of Curiosity

Chafic shares two key ingredients for the next generation of creatives: curiosity and resilience. He urges creatives to be inquisitive: watch ads, read, stay inspired by the world around you. “Exposure, exposure, exposure,” he says. “Curiosity isn’t one pillar. It’s everything.”

Final Words: Simplify and Enjoy It

As the session closed, he offered one final reminder: “We’re in the advertising business. It’s not rocket science. Simplify things. Enjoy them. Good luck.” In a world focused on over-analysis and trends, Chafic Haddad highlights the basics: strong insights, human understanding, and endless curiosity.