Mohamed Selmi

Revitalize a pioneering financial institution in the UAE by crafting a seamless content architecture that elevates the user experience to new heights.

I work with people, brands and businesses to: • Enhance consumer engagement; • Define, refine and edit content to meet personal or business objectives; • Curate a diversity of unique voices, identities, and perspectives; • Compose creative, meaningful and clear copy; • Develop their unique brand tone of voice; • Develop and enhance their digital presence; • Write well-constructed documents or content; and • Increase traffic to their business website.

I had the opportunity to collaborate with the creative team at Dentsu Creative Amsterdam on a prestigious project, where I was entrusted with the task of crafting captivating brand names that establish a profound connection with target audiences. By merging my creative prowess, cultural insights and linguistic analysis, I sculpted brand identities that transcend mere words, leaving an indelible mark on the vibrant landscape of the GCC markets.

I was tasked with creating a captivating brand strategy for a prominent Middle Eastern hospitality project with the talented VISUALHOUSE team in New York. My responsibilities included: • Brand strategy and positioning • Brand differentiators + descriptions • Brand positioning statement and brand promise • Brand personality traits + descriptions • Brand story deck • Developing copy for an internal brand story deck • Collateral copy, teaser landing page, E-flyer, print campaign and film supers

Responsibility: • Crafted content for the Noor Riyadh exhibition, highlighting the stories and perspectives of artists • Served as the bilingual content lead, making sure that all visitors felt included regardless of language preference • Kept content fresh and updated, providing visitors with a reason to return and discover more • Contributed to print and digital communications, web and app pages, wall branding, and public and community programs

Lead Creative (Arabic copy) for the Louvre Abu Dhabi. The main responsibilities of the role included: • Developing and writing simple and inspired copy that is on-tone and on-brand • Drafting compelling narratives and unearthing strategic insights that can be converted into creative executions across various platforms: web, mobile, social, email and print • Working with the content team to ensure all copy conforms to the Museum’s voice and style guidelines

Tasked with leading a creative team to launch a summer campaign on five-star liners under the umbrella of the Saudi Tourism Authority. The main responsibilities included: • Overseeing the creative process from concept to completion. • Translating marketing objectives into clear creative strategies. • Discussing with clients to determine objectives, background information, styles and techniques. • Developing ad concepts for print, digital and social.

A storyteller responsible for developing relevant and strong narratives for countries’ pavilions, where I dive deep into the heart of each country to extract usually untold stories and weave them into narratives to create engaging and impactful visitor experiences. The main responsibilities included: • Contributing to the development & execution of the Marcoms Arabic copy specific to each country's pavilion; • Writing short-form and long-form content, depending on project needs;

Helped build the next state-of-the-art fintech in the Middle East.

• Supported ongoing business development initiatives, with a focus on campaigns and branding: directional strategic concept recommendations, proposal development, pitching. • Delivered strategic creative solutions based on specific brand goals. • Oversaw production of a variety of creative deliverables (brand identities, campaigns, web content, social media content and more), ensuring quality and consistency across channels. New business wins: - Evian - Carrefour - Arabsat - The Art of Optics

• Ensured all Arabic creative output is culturally relevant. • Provided culturally relevant insights into creative strategies and breakthrough concepts that drive business results. • Oversaw projects from development to completion within the structure of a brief and in line with client requirements. • Created clear rationales to support selling concepts and ideas. Brands: - Mubadala - IPIC - First Abu Dhabi Bank - Dubai South - Emaar Achievement: - FAB new brand identity launch.

• Responsible for the development of various written communications for ADCB. • Covered all disciplines of marketing – corporate, products & accounts, website and digital. • Worked collaboratively with the marketing team and, on occasion, other departments. • Maintained brand guidelines for copy, including style, tone and personality. • Provided support for the marketing team in development and implementation of key initiatives, as needed. Achievement: - ADCB new website launch.

• Provided strategic Arabic copywriting as well as creative solutions for the agency portfolio. Brands: - Saudi Broadcasting Corporation (SBC) - InterContinental Hotels Group (IGH) - Banque Saudi Fransi - General Authority for Entertainment - Makarem Hotels - Lebara Mobile - Qiwa New business wins: - Lebara Mobile

• Was responsible for developing and producing exceptional creative strategies and concepts that solved the identified problem and were appropriate for the brand’s personality. • Consistently delivered big ideas, and produced high- quality, award-winning work that enhanced the agency-client relationship. Brands: - Ford - STC - Chevron - Mall of the Emirates - Mashreq Bank - Colgate- Palmolive - American Garden - Marina Mall - Nando's - Hershey's New business wins: - Dubai Font

• Developed creative strategy (positioning, communication strategy, messaging per stakeholder, tactical implementation) • Presented creative strategy and deliverables internally and externally in an informed and engaging manner • Mentored creative teams to produce high quality creative Brands: - Coca Cola - Sprite - Nestlé - Volkswagen - Tang - Castrol - Tiffany & Co - Pfizer - BAT - GSK - Grohe - Huawei - Al jazeera - Qatar Foundation - KFC - Expo 2020 New business wins: - Tang - Al Jazeera

Hired with the aim of rewriting the HSBC website in Arabic.

• End-to-End Creative/ copy development for multiple client assignments. • Ensured brand consistency (concepts, copy, tone) on all projects. • Presented work (concepts, copy, storyboards, etc.) internally and to clients. • Contributed to the development of visual concepts and twists. Brands: - MAZDA - BASKIN ROBINS - AXE - RED BULL - LIFEBUOY - BURGER KING - CLOSE UP - LUX - Pizza Hut - BLOOMINGDALE’S - SIGNAL - TIC TAC New business wins: - Pizza Hut - Metro Dubai - mGoverment - Masafi

• Responsible for conceptualization and execution of marketing strategies. • Wrote persuasive, compelling copy that motivated and inspired the target to take a desired action. • Wrote to various audiences and crafted copy for a variety of disciplines, including direct, broadcast, digital, loyalty, promotional and instructional. Brands: - PEPSI - MOUNTAIN DEW - 7UP - Lays - Mercedes- Benz - HP - Yahoo - Qualcomm Intl - VISA - DHL - SNICKERS - FLUTE - MARS New business wins: - DHL - Yahoo

• Partnered with the Art Director to develop creative concepts that met the project's overall objectives and implemented & incorporated strategy from the brief and direction from the Creative Director. • Worked with the Creative Director and Account Service team to conceive, sell and execute bold, persuasive messages for our clients. Brands: - LIPTON - PHILIPS - JOTUN - CLOROX - VOLKSWAGEN - WRIGLEY - QUAKER - HSBC - ExxonMobil - AXE New business wins: - Philips - Knorr - Jotun - Damas - Mega Mall