The transformation of Morocco’s marketing, communication, and digital industries is already taking shape. During its LI Ftour 2025 event, the Association Les Impériales unveiled the first insights from its forward-looking 2035 study—an ambitious initiative designed to anticipate the sector’s major shifts. In a world where technological innovation is continuously redefining industries and professions, this study serves as a strategic tool to guide the evolution of Morocco’s marketing ecosystem.
Led by the association’s research committee, the study aligns with the ambitions of the New Development Model (NMD), which prioritizes innovation, competitiveness, and inclusion. “This study acts as a compass. It doesn’t claim to have all the answers, but it asks the right questions and offers concrete avenues for action,” explained Anouar Sabri, president of the association.
Using a mixed-method approach—combining quantitative and qualitative analyses, expert interviews, and international benchmarking—the study will culminate in a comprehensive white paper. This document will serve as a key reference for industry professionals and decision-makers.
Human capital as the driving force: The development of skills and continuous training is essential to keep pace with technological advancements and evolving market demands. A majority of respondents emphasized that investing in talent will be critical to the sector’s future.
Digital transformation as a cornerstone: The adoption of new technologies, artificial intelligence, and data-driven strategies will be the primary drivers of innovation and performance. However, this modernization also presents challenges, particularly in terms of funding and adapting existing structures.
Agility and innovation as competitive advantages: Marketing and communication strategies must evolve rapidly to meet changing consumer expectations and new digital trends. Flexibility and creativity will be crucial for maintaining a competitive edge.
The evolution of professions: specialization vs. versatility: The study highlights an ongoing debate—should the industry focus on deep specialization or encourage professionals to develop cross-disciplinary expertise in areas such as data, digital strategy, and AI? The emerging consensus suggests a balance between the two approaches.
As Morocco seeks to strengthen its global economic positioning, the marketing and communication sector plays a crucial role. Effective communication is vital for supporting reforms, informing citizens, and enhancing the country’s international image.
However, significant challenges remain—insufficient innovation, budget constraints, and increasing competition, to name a few. While artificial intelligence presents exciting opportunities, it also raises concerns regarding its impact on employment and required skill sets.
Founded in 2018, Les Impériales has established itself as a unifying force in Morocco’s marketing, communication, and media landscape. Through specialized clubs and regular events—including afterworks, morning sessions, and networking gatherings—it aims to structure and anticipate the industry’s evolution.
With its Moroccan Observatory initiative, the association remains committed to providing strategic insights, monitoring industry trends, and offering actionable recommendations to support the sector’s transition toward 2035.
