Mustapha As­sad


The re­gion’s com­mu­ni­ca­tion in­dus­try was built on the sweat and tears of a few in­di­vid­u­als who were armed with noth­ing more than the clothes on their backs and an in­de­fati­ga­ble de­sire to bet­ter them­selves. In so do­ing, they cre­ated and grew a busi­ness that is sec­ond to none, which to­day caters to more than 350 mil­lion Arabs.

Chief among th­ese fu­ture ar­chi­tects was Mustapha Asaad, who bought and ex­panded lo­cal agency Publi-graph­ics from a team of 12 to 370 op­er­at­ing in 13 cities spread through­out 11 coun­tries with to­tal billings of $1.2 bil­lion.

He en­tered the busi­ness in the six­ties and chose to leave it four decades later hav­ing achieved more than even he could have imag­ined pos­si­ble. To com­mem­o­rate the tri­als and tribu­la­tions wit­nessed, he elected to com­pile th­ese achieve­ments in a book that lit­er­ally speaks vol­umes.

The rich vi­su­als beau­ti­fully de­picted cou­pled with his story writ­ten by Ge­orge Elassadis with com­men­tary as well as rec­ol­lec­tions by those in­di­vid­u­als clos­est to him at the time com­prise the work in its en­tirety. The book reads more like a riv­et­ing tale of cre­ative in­ge­nu­ity and could also be used as a bril­liant ref­er­ence of case stud­ies that baf­fle the imag­i­na­tion.

The of­fi­cial launch of the book ti­tled “Play It Again” by Dar An­na­har pub­lish­ing house took place at Ecole Supérieure des Af­faires de Bey­routh (ESA). The event saw three com­mu­ni­ca­tion per­son­al­i­ties ad­dress­ing, to a full-house au­di­to­rium, var­i­ous as­pects of the work start­ing with Jac­ques Séguéla, vice pres­i­dent of Havas Group who also wrote the book’s for­ward, fol­lowed by Walid Azzi, founder and ed­i­tor-in-chief of Arabad mag­a­zine and con­cluded with Ram­say Na­j­jar, founder of Strate­gic Com­mu­ni­ca­tion Con­sul­tancy.

Mustapha Asaad

Ram­say Na­j­jar

Walid Azzi

Jac­ques Séguéla

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