The Megarama cinema in Casablanca opened the ninth edition of Les Impériales Week on 30 March, bringing together major names from Morocco’s advertising and communication industry.
The opening night showed a big screen reel of the campaigns competing for the Les Étoiles awards, which are seen as one of the top honours in Moroccan advertising. The presentation gave a clear snapshot of the biggest creative and marketing trends from 2025 and highlighted new ideas from agencies and brands.
An independent jury made up of experts in media, marketing and creative industries will judge the work. This year the jury is led by Laurent Allias, founder of The Nonconformist Network and head of the Josiane agency.
People attending the event were also able to vote for their favourite campaigns through a dedicated digital platform. The winners will be announced at the Les Étoiles awards gala later this week.
Organised by the Les Impériales Association, the event has grown into a major meeting point for Morocco’s marketing and communication sector. More than 3,000 people usually attend, including brand managers, agency leaders and tech specialists. It is also a place where professionals discuss how to promote the Moroccan brand internationally.
The Les Étoiles awards are often compared to the Cannes Lions and cover areas such as digital innovation, brand strategy, social media and TV advertising. This year’s entries show how Moroccan brands are adapting to changing consumer habits after the pandemic and using artificial intelligence in marketing.
