Morocco Showcases a New Global Vision for Advertising at African Cristal Festival

Morrocco

Morocco Showcases a New Global Vision for Advertising at African Cristal Festival: The Union des Agences Conseil en Communication (UACC) and the Fédération des Industries de la Communication et de la Création (FICC-CGEM) jointly hosted a high-level meeting titled “A New Vision of Advertising from Morocco to the World” on the sidelines of the African Cristal Festival. The event brought together some of the world’s most respected leaders in the advertising and communications industry.

Distinguished guests included Christian de La Villehuchet, President of the European Association of Communications Agencies (EACA), and Justin Thomas-Copeland, President of the American Association of Advertising Agencies (4As). Their insights added an international dimension to the conversation about the future of advertising and Morocco’s growing role as a creative hub in Africa.

Moderated by Youssef Tazi, the session sparked fascinating exchanges about the current challenges and emerging opportunities shaping the advertising industry. Speakers emphasized the need for innovation, ethics, and cross-border collaboration to ensure the industry remains relevant in an era of rapid digital transformation.

At the opening of the meeting, Fihr Kettani, President of the FICC, and Hassan Rouissi, President of the UACC, outlined a roadmap for Morocco’s advertising industry. Their discussion drew inspiration from the recommendations of the first National Advertising Conference recently organized by the Ministry of Youth, Culture and Communication (MJCC – وزارة الشباب والثقافة والتواصل).

Both leaders reaffirmed their commitment to positioning Morocco as a regional and global player in the communication and creative sectors. They also called for greater collaboration between public institutions, agencies, and global networks to strengthen the industry’s competitiveness.

The event underscored Morocco’s ambition to serve as a bridge between Africa, Europe, and the Middle East, promoting a new era of responsible and globally connected advertising.