Farid Chehab is the co-founder and current chairman of Leo Burnett in the Middle East and North Africa, as well as the firm’s chief coordinating officer for Central and Eastern Europe. With almost 40 years in the communications industry, Chehab is widely regarded as a creative guru. Last year, Leo Burnett Central and Eastern Europe became the most awarded agency at the Golden Drum advertising festival. Chehab recently sat down for a chat with Executive to offer up his in-depth knowledge of the industry and which way it is headed. E Your firm has won a lot of awards lately. What has your strategy been in order to achieve this? We don’t have a consistent strategy. We always won awards in the past. What happened at one point is that some agencies adopted an award-winning strategy; agencies started creating ads specifically to win awards, scam ads. For two years this
