In Casablanca, Morocco’s cultural and creative industries are taking a bold step toward unifying the country’s communication and advertising sectors. At a recent international forum, Fihr Kettani, president of the Federation of Cultural and Creative Industries, unveiled plans to establish a new consultative council. This body would bring together agencies, advertisers, media outlets, and content producers in a shared space for dialogue and collaboration.
The initiative is designed to bring coherence to a fragmented industry by aligning key players around common goals. The council aims to define unified standards, set a collective roadmap, and monitor progress using transparent public metrics such as employment figures, export performance, and industry trust levels. Kettani made the announcement during a high-profile gathering co-hosted by the General Confederation of Moroccan Enterprises and the Union of Advertising and Communication Agencies.
The event follows up on previous national discussions spearheaded by Morocco’s Ministry of Youth, Culture, and Communication, signaling a shift from theoretical recommendations to actionable plans. Kettani emphasized that the broader creative industry in Morocco stands on 13 foundational pillars, ranging from film and live performance to digital arts and cultural heritage.
Conversations at the forum highlighted three key priorities. First, the development of a national framework for responsible advertising. Second, the launch of a continuing education program created in partnership with academic institutions and industry experts. And third, the adoption of a unified tool to assess the sector’s overall performance.
Hassan Rouissi, head of the Union of Advertising and Communication Agencies, reinforced the strategic importance of advertising in Morocco’s economic landscape. He argued that the industry cuts across sectors, fuels innovation, and plays a vital role not only in brand promotion but also in cultural sovereignty, education, and national development. For Rouissi, the challenge now is to turn the commitments made during earlier discussions into concrete action—and to position Morocco as a rising force in the global advertising scene.
Christian de la Villehuchet, president of the European Association of Communication Agencies and guest of honor at the event, shared insights on how advertising shapes employment and drives business growth across Europe. His message echoed the urgency for structure and foresight in a sector undergoing rapid change.
From across the Atlantic, Justin Thomas, CEO of the American Association of Advertising Agencies, painted a picture of a U.S. advertising market valued at roughly $490 billion annually—nearly 20% of the nation’s GDP. He described an industry in flux, where agencies are being challenged to reinvent their business models, embrace new technologies, and still maintain the creative excellence that defines their work.
The gathering drew experts from various countries, all united in a common goal: to help Morocco build a dynamic, sustainable, and globally competitive advertising ecosystem. The ultimate ambition is clear—to turn Morocco into a regional hub for creative advertising, capable of exporting its talent and vision far beyond its borders.
