Issam N. AMRANI

Founder & Creative Lead (MENA) @ Fledge

About

Over the past 25 years, I have built my career at the intersection of creativity, branding and business, helping organizations translate vision into brands that people recognize, trust and engage with. As Founder & Creative Lead of Fledge Brand Consultancy, I guide creative teams in developing brand platforms, communication ecosystems and brand experiences across Africa, Europe and the Middle East. My work focuses on bringing coherence and meaning to how brands show up across design, storytelling, campaigns and environments. I work closely with leadership teams to turn strategic intent into tangible brand systems — not by defining the strategy itself, but by ensuring it is clearly expressed, consistently executed and experienced by the audience. In parallel, I am deeply involved in the entrepreneurship and innovation ecosystem as an advisor, mentor and trainer, working with founders and early-stage ventures through programs such as the MIT Sandbox Innovation Fund Program and the UM6P Innovation and entrepreneurship ecosystem. I support entrepreneurs in shaping their value proposition, building strong brand foundations and translating ideas into scalable, market-ready ventures. I also serve as a regional jury member at the Global Startup Awards, as well as an international jury member across leading creative festivals, contributing to conversations around creativity, effectiveness and innovation. Today, I am particularly interested in contributing to organizations building ambitious brands and experiences in fast-evolving markets, especially across the GCC region. Most brands don’t fail because of weak strategy, but because of how inconsistently they show up. My work focuses on closing that gap.

Country

Morocco

City

Prefecture of Casablanca

Industry

Marketing & Advertising

Skill

Advertising Campaigns, Creative Work, Brand Strategy, Social Media Communications, Strategic Leadership, Adobe Photoshop, Adobe Illustrator, Presentations, Visual Design, Brand Awareness, Leadership, Adobe Creative Suite, Branding, Design, Campaign Development, Brand Design, Design Leadership, Team Leadership, Visual Communication, Business Coaching

Experience

Founder & Creative Lead (MENA)

Fledge

2012-3 - Present · 14 yrs 7 mos

North Africa

Founded Fledge in 2012 as an independent brand consultancy focused on building coherent, distinctive and scalable brands across MENA Lead the development of brand platforms, communication ecosystems and creative programs for global organizations and regional leaders across sectors including FMCG, automotive, public institutions, education and industry. Work closely with leadership teams to translate strategic intent into clear, consistent and impactful brand expressions across identity, communication and deployment. Directed brand development and market expansion initiatives across the MENA region, supporting the successful launch and growth of international and regional brands. Oversee multidisciplinary teams and external partners, ensuring alignment between creative output, business objectives and market realities. Contribute to building creative capabilities by mentoring and developing teams, while actively engaging with the broader ecosystem through collaboration with independent creatives, specialists and emerging talent.

Regional Creative Director (MENA)

Grey

2003-3 - 2011-8 · 8 yrs 6 mos

MENA

Managing the creative output for all agency work across MENA. Leading innovative and integrated creative campaigns for multinational clients in the MENA region (Procter & Gamble, Visa, Nokia, Mars Inc). Overseeing teams of creatives and external collaborators, optimizing their potential for delivering exceptional work. Leading the P&G North West Africa team for Fabric and Home Care and Beauty Care categories, delivering best-in-class campaigns including the creation and production of more than 30 TVCs. Successfully planning and implementing the integrated launch campaign of the Fairy brand in the Moroccan market including a larger-than-life event, live TV coverage, TVC production, PR event and campaign, and brand celebrity endorser selection and coordination. Creating and managing impactful advertising campaigns and PR events for P&G's 50th anniversary and award-winning Ramadan of Hearts charity campaign. Led the development of comprehensive brand campaigns for Visa, spanning both above-the-line (ATL) and below-the-line (BTL) channels, across the North Africa region, including Morocco, Algeria, Tunisia, and Mauritania. Crafted and executed an integrated advertising campaign for Nokia's sponsorship of the 2004 African Cup of Nations in Tunisia, achieving widespread brand visibility and engagement across diverse media platforms in North Africa. Played a pivotal role in the creation of the global advertising campaign for Visa's sponsorship of the Athens 2004 Olympic Games in North Africa, driving impactful brand recognition and engagement throughout the region.

Senior Art Director

Young & Rubicam

2001 - 2003 · 2 yrs

Casablanca

Developing integrated advertising campaigns for local and multinational clients ( Jaguar, Danone, Colgate Palmolive, Mc Donald’s, Sony Ericsson)

Art director

Local agencies

1996-6 - 2001 · 4 yrs

Education

IAE Nice (Graduate School of Management)

Marketing - Communication strategies

2011 - 2012 · 1 yr

Relevant coursework: Marketing strategy, Brand development and equity, Communication strategies, Market research, Retail, Business analysis, Advertising…