On Thursday, March 20, Casablanca played host to a vibrant gathering of Morocco’s marketing and media community, as the Group of Moroccan Advertisers (GAM) welcomed industry professionals to the ninth edition of its annual Grand Ftour des Annonceurs. Held during the holy month of Ramadan, the event once again lived up to its reputation as a unifying, must-attend moment for the country’s communication, digital, and advertising sectors.
The evening offered more than just a festive atmosphere—it also served as a platform for reflection and projection. GAM President Youssef Cheikhi took the opportunity to review a transformative year for the organization. He highlighted 2024 as a period marked by growth, innovation, and deepened commitment across all fronts, while laying out the strategic priorities for the year ahead.
One of the key milestones of 2024 was the resounding success of the African Digital Summit (ADS), hosted under the High Patronage of King Mohammed VI. The event drew over 3,400 participants from 37 countries—including 28 African nations—and featured 80 speakers from around the world. Now recognized as a major hub for digital innovation on the continent, the summit has become a cornerstone in GAM’s efforts to position Morocco as a leader in tech-driven marketing.
In a significant move, GAM announced that the ADS will now take place every two years. The decision, informed by a global benchmarking analysis, aims to increase the event’s impact and enhance the experience for all partners involved.
Adapting to the fast-changing demands of the industry, GAM has also expanded its focus on education and talent development through its GAM Academy. With two masterclasses offered monthly, robust partnerships with institutions like Africa Business School, Aleph, and UACC, the launch of the Digital Ad Expert program, and a new e-learning platform, the organization is heavily investing in building the next generation of marketing professionals.
On the research front, GAM has produced ten major strategic studies over the past three years. Three new studies are planned for 2025, including one focused on sustainable marketing and another examining the role of women in the industry—an effort that aligns closely with today’s pressing conversations around responsibility, equity, and inclusion.
In 2024, GAM also introduced fresh content formats, such as the GAM Cast podcast and the bite-sized video series “One Minute to Explain Your Job,” spotlighting industry talent and on-the-ground success stories. These new initiatives are helping humanize the sector and give visibility to those shaping its future.
But beyond content, GAM has increasingly positioned itself as a key player in the structural evolution of the Moroccan marketing landscape. From trust charters and audience measurement frameworks to data privacy, sustainability, and AI governance, the organization is now a go-to voice in strategic discussions that are shaping the industry.
Over the past five years, GAM has doubled its membership base—a clear sign of its growing relevance and the value it brings as a collaborative platform for professionals across the ecosystem.
“Our strength lies in our ability to take action, to anticipate, and to bring people together,” said Youssef Cheikhi in closing, addressing a room full of enthusiastic attendees. “This ftour is a perfect reflection of that spirit.”
