Ghassan Kassabji

Agency: IMPACT BBDO Dubai

Ghassan Kassabji strengthened Impact BBDO Dubai’s position as one of the leading creative agencies by combining commercial growth with creative consistency and cultural impact. The agency delivered 34% revenue growth, converted 70 percent of new business opportunities, and recorded zero client losses. Key highlights included retaining and extending Etihad Airways, defending Sadia after 12 years, and winning Shamal Holding, OceanQuest, the Bahrain Economic Development Board, P&O Ferries in the UK and multiple PIF projects.

He also introduced service innovation through a Marketing Project Management Office (PMO) built for large clients, orchestrating multi-disciplinary briefs, budgets, KPIs, and partners. This approach has proven to be a decisive differentiator in high-stakes pitches. Creatively, he and his team sustained global recognition with campaigns such as Cheetos Pants in the US, An-Nahar AI President, and Etihad Black Friday. Under his leadership, Impact BBDO Dubai was named Agency of the Year at Dubai Lynx and contributed to BBDO being crowned MENA Network of the Year at Cannes Lions 2025. Beyond performance, Ghassan fosters a culture of respect, empowerment, and bravery. Through The Bold Play, a weekly thought-leadership LinkedIn newsletter with over 1,800 subscribers and 35 issues to date, he continues to inspire the next generation.