5 Minutes with… Chafic Haddad

Chafic Haddad stands out as one of the most awarded creatives in the MENA region to date.

He entered the industry as a graphic designer at J. Walter Thompson (JWT) Beirut. Ever since then, he’s remained loyal to the agency through its rebrands as Wunderman Thompson and now VML, steadily making his mark in its offices across countries.

As executive creative director, Chafic helped transform JWT Dubai into one of the region’s most decorated agencies for five consecutive years, winning more than 300 trophies for effectiveness and creativity at Cannes Lions, The One Show, D&AD, Clio, Dubai Lynx, Effie, and more. He had a similar effect when he joined JWT Riyadh, playing an integral part in its plentiful award wins – including the first-ever Cannes Lions Grand Prix for Kingdom of Saudi Arabia.

Today, Chafic is chief creative officer at VML MENA. It’s in this role that he was named Dubai Lynx’s advertising person of the year back in February, a recognition reserved for those who have made a significant impact on the region’s industry in a given year. Speaking on Chafic’s selection for the award, chairman Philip Thomas cited how the CCO’s “ability to drive creative innovation and effectiveness has not only elevated brands but also set new benchmarks for the industry,” and celebrated his “outstanding achievements and lasting influence”.

The industry veteran unpacks what he’s learned from a vibrant career so far with LBB’s Zara Naseer – exploring everything from his childhood in Beirut, the secret to groundbreaking campaigns, his industry pet peeves, and why MENA’s “momentum is real” right now.

LBB> Where did you grow up and what sort of kid were you? How did that set you on the path to advertising?

Chafic> I grew up in Beirut, Lebanon, a city where you learn early on that nothing stays the same for too long. One minute you’re at the beach, the next you’re packing a suitcase to flee the country. Life could shift overnight. That kind of contrast was just part of life. It taught me to stay alert, flexible, and aware of everything happening around me.

As a kid, I was curious, talkative, and probably asked “why?” more times than any adult had patience for.

So, living in a place full of energy and contradictions with a constant need to adapt, to understand context, and to find clarity in the chaos, trained me to observe, listen, and communicate clearly, skills I didn’t realise were basically the job description for advertising.

LBB> In the early days of your career, what were some projects that particularly helped you to grow and understand the business?

Chafic> Some of the most valuable experiences came from clients and mentors, who pushed me to think differently, whether it was a local brand trying to find its voice in a crowded market or a global one navigating complex goals and diverse audiences.

These projects helped me understand the business side of creativity: how to align big ideas with strategy, manage feedback from multiple stakeholders, and keep the message clear and consistent across different markets.

What really stuck with me from those experiences, especially in the MENA region, was that limitations sometimes can be a catalyst for better work, not a barrier.

LBB> Over the decades, you’ve remained loyal to J. Walter Thompson/Wunderman Thompson/VML through all its evolutions. What keeps things fresh for you there?

Chafic> It’s never really felt static. Each transformation brought new ways of thinking, new people, and new challenges, but also new opportunities to grow. I’ve had the chance to see the agency reinvent itself to meet the times, from traditional campaigns to data-driven creativity and now to fully integrated, tech-enabled brand experiences.

That constant reinvention keeps things fresh. There’s something motivating about working for an agency that’s big enough to shape culture, but nimble enough to experiment. I guess that’s what’s kept me inspired for decades.

LBB> Congratulations on being named Dubai Lynx’s 2025 Advertising Person of the Year! How did it feel receiving that recognition, and where do you go from here?

Chafic> Thank you☺

Being named Advertising Person of the Year by Dubai Lynx means a lot, especially because it reflects not just individual work, but years of collaboration, growth, and trust from so many people I've worked with across the region.

More than anything, it’s a reminder to keep pushing. The market is evolving fast, and there’s still so much to do.

LBB> If you had to choose, what would you identify as the magic ingredient or secret recipe that makes your work so successful? Do you know in advance when you’ve struck gold?

Chafic> There’s no magic ingredient per se, really, no one-size-fits-all formula for great work. But if there’s one thing that consistently makes the difference for me, it’s simplicity. When an idea is stripped down to its core, no fluff, no overthinking, that’s when it really starts to connect.

Simplicity doesn’t mean playing it safe or doing less. It means being intentional. It’s about finding the clearest, most compelling way to express something true. And more often than not, the simplest ideas are the ones that stick: they’re easier to understand, easier to remember, and way harder to ignore.

Do I always know when I’ve hit that point? Sometimes there’s that quiet ‘this could be it’ moment when a line, a thought, or a truth just lands perfectly. Sometimes it feels obvious, like the idea just clicks into place. Other times, it’s a thoughtful process of shaping and refining, trying different angles, cutting what doesn’t work, throwing half of it out then finding something better, and gradually getting closer to the core of the idea. Most of all, It’s about staying engaged and open until the idea feels clear and strong.

LBB> As one of the most awarded creatives in the region, no doubt you inspire plenty of creatives around you. But who are your creative heroes, and why?

Chafic> I’m also constantly inspired by the people around me, especially younger creatives who bring fearless, fresh thinking to the table. Their energy challenges the way things have always been done, and that’s exactly what keeps the work evolving.

I have a deep respect for the advertising legends of the ’80s. They were masters of saying big things with brutal simplicity. They truly understood the brands they worked on, the audiences they spoke to, and the cultural nuances that made their ideas hit home. Their work was emotional, intelligent, funny, and above all, unforgettable.

They respected the craft. No shortcuts, no fluff, just sharp strategy and fearless execution, that’s what made their ideas timeless and still relevant today.

LBB> Aside from the accolades, what are you most proud of in your career so far, and why?

Chafic> I’m most proud of the trust I’ve built with clients, teammates, and younger creatives coming up in the industry. There’s something deeply rewarding about being the person people count on when things get uncertain or complex.

I’m proud of the work that made a real difference, the campaigns that sparked conversations, challenged perceptions, brought visibility to underrepresented voices. Those moments where creativity meets purpose remind me why I got into this industry in the first place.

I’ve been lucky to work with some incredible creatives over the years, and seeing them grow, thrive, and make their mark in the industry, that’s a legacy I’m genuinely proud of.

And finally, I’m proud that I’ve stayed curious after all these years. I’m still excited by the work itself, and that’s what keeps me going.

LBB> What excites you most about the MENA market right now, and how is the agency making the most of whatever that is?

Chafic> The MENA market is in a really interesting phase, not just growing, but evolving. Creativity here is finally being taken seriously on a global level, and that’s long overdue. There’s a new wave of talent producing work that’s grounded in real cultural insight, yet crafted with the kind of ambition and polish that travels well beyond the region.

It’s a region of extremes, tradition and innovation, heritage and futurism, all colliding in fascinating ways. That tension creates powerful creative opportunities if you know how to navigate it.

Also, brands are becoming braver, leaning into storytelling that reflects the region’s true voice, not just a polished version of it. And there’s a clear shift toward work that’s emotionally resonant, digitally sharp, and proudly local without compromising on global standards. The momentum is real, and it’s exciting to be part of it as an agency.

LBB> What’s been the hardest lesson you’ve had to learn across the course of your career?

Chafic> Realising that not every great idea makes it out into the world, and that’s completely normal. Early in my career, I took it really personally. If something got killed, I thought I’d messed up. Over time, I realised that’s just the nature of this business: budgets shift, priorities move, feedback takes wild turns. It happens. What matters is bouncing back, and showing up with the same passion for the next idea.

Another learning is that you don’t have to do it all alone. Early on in my career, I felt this pressure to prove myself as the one with the big idea or the clever solution. But over time, I also realised the best work doesn’t happen in a vacuum. It comes from bouncing ideas around, building on each other’s thinking, and trusting the people around you. Collaboration isn’t just more effective, it makes the whole process a lot more enjoyable.

LBB> What trends in the industry do you find yourself ranting about the most?

Chafic> If you ever catch me ranting, it’s probably about our industry’s obsession with newness over substance. Every few months there’s a new shiny thing – a platform, a format, an AI tool – and suddenly everyone’s chasing it without asking, ‘Does this actually serve the idea? The audience? The brand?’ Innovation is great, but it needs to be in service of meaning, not just momentum.

Also, the overuse of data to justify safe creative. Don’t get me wrong, I’m a big believer in the power of insights. I love a good insight as much as anyone. But when we start treating data as a shield instead of a springboard, we lose the magic. Some of the best work I’ve seen came from a strong creative instinct, not an algorithm.

And yes, I’ll admit, I get a little grumpy when the craft gets overlooked. Strong writing, smart storytelling, thoughtful design, those things still matter the most. A swipeable world doesn’t mean we should stop caring about the fundamentals.

LBB> What advice would you give to young creatives also eager to have such a successful career?

Chafic> Stay curious, humble, and hungry. This industry moves fast, trends change, tools evolve, platforms come and go, but the fundamentals stay the same: great ideas, clear thinking, and emotional truth. Focus on mastering those.

Chase impact. Make work that actually moves people. Makes them feel, think, do something. That’s the work that sticks around.

Feedback. Learn to take it without taking it personally. The best creatives aren’t just talented, they’re adaptable. They know when to let go, when to push back, and how to fight for the right idea.

And finally, surround yourself with great people. Find good mentors, and be one. The people you learn from and grow with will shape your career as much as the work itself. If you’re lucky, you’ll eventually get to pay that forward. That’s when the job becomes something bigger than just advertising.