While Samer is now head of creative strategy at Snap Inc. MENA, is career is notable for brand campaigns with a genuine human purpose. These include Peace Day, Growing Bigger Hearts, Be Heard, Let’s Rise, Open Your Heart, Stand For Good, Digital Nation Africa, and Just Add Love, created for clients as diverse as Kinder, du, Omani Ministry of Health, IBM, and Nutella.
Samer developed his creative expertise rising through the ranks at Leo Burnett in Dubai, to become a creative director at Leo Burnett Doha, and then at Leo Burnett Dubai. He has also been a creative director at Havas Dubai and TBWA in Muscat.
What do you hope to find in the jury room at MAD STARS?
Samer Lahoud: At MAD STARS, I hope to find a jury room filled with open minds, diverse perspectives, and a shared respect for the transformative power of creativity. As an international awards program that blends innovation, purpose, and inclusivity, MAD STARS offers a unique platform where ideas from every corner of the world can be evaluated on a level playing field.
I’m looking forward to meaningful conversations with fellow jurors, people who bring different cultural insights and professional experiences, yet share a commitment to recognizing work that not only breaks boundaries but also contributes positively to society and new spaces like Creators Content, Augmented Reality (AR), and Artificial Intelligence (AI).
Ultimately, I hope we discover submissions that challenge convention, elevate human stories, and remind us why creativity matters—especially when it’s used as a force for good.
The advertising industry is forever fighting for creative [read: brave] work. What do you think are keys for getting work through the system?
Samer Lahoud: Having worked on the agency, client, and now platform side, I’ve seen firsthand just how many layers, compromises, and champions it takes to get a bold idea out into the world. Every piece that makes it to publication, into a creative portfolio, or to an award show is in itself worth celebrating, because it’s the result of persistence, alignment, and often, quiet courage behind the scenes.
Getting brave work through the system requires conviction from the creative team, but also trust and partnerships. When strategy, creative, production, and client teams are brought in early and aligned on the why behind the work the idea becomes stronger. Timing is a must too, sometimes bravery is knowing when to push, and when to let an idea evolve until the world, or the brand, is ready for it.
Brave work isn’t just about shock value. It’s about authenticity, relevance, and the willingness to challenge norms for the sake of something better. That kind of work deserves every bit of recognition it gets.
The industry’s catchcry twenty years ago was creativity can come from anywhere. Now it’s creativity can be anything. But what makes creativity advertising creativity…and then successful advertising creativity?
Samer Lahoud: Creativity can be anything—but advertising creativity has a specific responsibility: it must serve both brand and audience. What makes it unique is its purpose. It’s creativity with a job to do. It needs to capture attention, shift perception, spark emotion, and ultimately drive some kind of action or affinity for a brand.
But what makes it successful is customer centricity. Great advertising doesn’t start with a brand talking about itself, it starts with a deep understanding of what matters to people. Their needs, fears, desires, and the culture they live in. Creativity becomes powerful when it’s not just clever or beautiful, but when it connects in a way that feels relevant and personal. If it doesn’t resonate with the audience, it simply won’t work no matter how well-crafted it is.
In today’s world, where creativity really can be anything, from a product innovation to an online trend to a purposeful brand action, successful advertising creativity is the kind that earns its place in people’s lives. It balances emotional impact with strategic clarity and puts the customer at the heart of both the idea and the execution.
How important is local/cultural knowledge in crafting content that resonates?
Samer Lahoud: It’s absolutely essential. In a globalised world, brands may speak many languages—but people still listen in their own. Local and cultural knowledge isn’t just a nice-to-have; it’s the foundation of relevance. It’s what transforms a generic message into something meaningful, authentic, and emotionally resonant.
Cultural context shapes how people interpret humour, tone, symbolism, and values. Without an understanding of those nuances, even the most beautifully crafted campaign can feel tone-deaf or disconnected. The most successful work often taps into deep local truths, because when something feels culturally honest, it resonates more deeply and earns trust.
At the same time, we’re witnessing the rise of global subcultures, communities powered by technology and social platforms that transcend geography. Whether it’s gamers, sneakerheads, K-pop fans, or climate activists, these groups connect across continents around shared values, aesthetics, and interests. Crafting experiences and content today means understanding both the hyper-local and the globally tribal. The challenge, and opportunity, is to know when to localise, when to globalise, and when to tap into a universal human truth that bridges both.
What do you see as the importance of international awards such as MAD STARS?
Samer Lahoud: International awards like MAD STARS play a vital role in shaping the future of our industry. They’re not just about recognition, they’re about raising the standard for what creative work can and should do. What sets MAD STARS apart is its inclusive, purpose-driven focus. It celebrates creativity not only as a commercial tool but as a force for positive impact—socially, culturally, and even technologically.
MAD STARS and similar awards offer a global platform where diverse voices, fresh perspectives, and regional nuances are given space to shine. They democratise creativity and remind us that innovation doesn’t just come from major advertising hubs, it comes from everywhere.
They have the potential to fuel inspiration, foster cross-cultural understanding, and push the industry forward. They create a shared space where we can celebrate bold ideas, challenge conventions, and learn from one another – whether we’re creatives, clients, or platforms.
