Noura Souki, Account Director at Cheil ME talks to Communicate within the frame of the "20 women to watch" series
Noura Souki, Account Director at Cheil ME talks to Communicate within the frame of the "20 women to watch" series
What inspired you to pursue a career in PR?
I chose to major in Public Relations at the American University of Science and Technology in Beirut. I was drawn to this field because it offered a promising career and aligned with an emerging market at the time. I wanted a profession where I could express my creativity, connect with others, and build a network. Additionally, my sister was studying journalism, which further inspired me to pursue a path in Communication Arts.
Can you tell us exactly what it is that you do in your current role?
I lead a department at Cheil MEA, managing multiple accounts across the retail, tech, and luxury industries. In my role, I act as a director, partner, mentor, and consultant. Over the years, I’ve noticed a shift in the agency-client relationship. Agencies are now more involved in setting marketing goals, driving demand, and offering strategic guidance, rather than just responding to briefs and creating concepts. We work closely with clients to understand their businesses and audiences, allowing us to design campaigns that meet their objectives. My responsibilities include developing marketing strategies, managing client communications, leading business initiatives, and overseeing campaign executions. I also mentor a team of five, focusing on their professional growth and career development.
Do you perceive PR to be an art or a science, and why?
I used to view advertising as a blend of art and science, where creativity and data-driven strategies worked together. However, with recent economic changes and the increasing pressure on brands to drive sales, the focus has shifted from creativity toward more tactical, data-driven approaches. Today, brands often prioritize hard-sell messages over creative ideas, especially as digital platforms become increasingly saturated with content. While OOH advertising once played a significant role in brand storytelling, I still believe that true creativity remains inherently human, even with the rise of AI. It’s the ability to analyze insights and craft meaningful communications that sets creative work apart.
Do you believe that women in advertising/marketing bring something exclusive to the table compared to men? Does gender, in your opinion, play a role in driving innovation in this field?
I don’t believe gender impacts innovation and creativity—great ideas hold value regardless of who they come from. That said, women bring unique and valuable qualities to advertising, often demonstrating exceptional strength, dedication, and superior communication skills. These traits, along with their artistic vision, enhance the creative process and improve relationships and overall campaign effectiveness. While creativity isn’t gender-specific, the qualities women contribute can elevate the impact of creative work.
How do you suggest professionals in this field balance creativity with effectiveness?
In my view, a successful campaign combines creativity with effectiveness. It works best when it connects with consumers in a way that speaks their language and matches their interests. To balance creativity and effectiveness, it’s crucial to understand both business needs and consumer expectations, using the right channels to reach them. Timing, placement, and messaging are essential to ensure a brand delivers the right message while blending creativity with impactful results.
Have you ever felt discriminated against for being a woman in your field?
I haven’t encountered discrimination in my field. Being in a country and company with strong protections for rights and strict anti-discrimination policies, I feel secure in my job. I also believe we’re living in an era where human rights and laws have advanced significantly. Discrimination based on gender, whether against men or women, should no longer be acceptable.
Where do you think the region stands in empowering more women to embrace advertising, marketing, and communications as a career?
The region has made significant progress in empowering women and encouraging their involvement across all professions, not just in advertising. I feel fortunate to be in the UAE, where women’s achievements are actively supported and recognized. This growing recognition of women’s skills and contributions is helping to create a more inclusive society.
Can you share a campaign or project you are particularly proud of, and why does it stand out to you?
I recently led a comprehensive pitch that covered all areas of marketing, PR, social media, experiential, events, and media. Although the project was based in Asia rather than our region, it required close coordination with our offices there and various vendors. The main challenge was connecting a Middle Eastern brand with a Chinese audience. Despite the difficulties of navigating an unfamiliar market, my team and I successfully developed and delivered a thorough presentation, securing the pitch.
How do you maintain a work-life balance, especially in such a demanding industry?
Maintaining work-life balance requires effort, dedication, and organization. Balancing two demanding areas can be challenging, but I’ve learned the importance of keeping personal issues separate from work and vice versa. I’m also deeply thankful for my husband, who supports and empowers me. He celebrates my achievements and helps with both my career and family responsibilities. His support gives me a sense of security and motivates me to continue succeeding in my career.
Can you discuss a time when you had to make a difficult decision in your career, and what was the outcome?
One of the hardest decisions I made was accepting a new job for a higher salary, which I later realized was a mistake. I knew the new position wasn’t the right fit for me, but I was tempted by the compensation. I’ve since learned that job satisfaction is about more than just salary—it’s about finding a role that aligns with your career goals, provides stability, and supports professional growth. While compensation is important, it shouldn’t be the sole factor driving your career decisions.
How do you handle creative blocks or moments of doubt in your work?
I’ve faced creative blocks many times throughout my career. In my experience, the best way to overcome them is to take a break. Time away helps me come back with a fresh perspective. When we spend too much time on the same project, we can miss new angles. It’s also helpful to get feedback from colleagues—they might offer insights or ideas that hadn’t occurred to me.
Do you think mentoring or supporting other women in the industry is crucial? Is it gender-exclusive?
Mentoring and supporting each other is vital, especially for women in the industry. Advertising and client relations can be challenging, and without confidence and the freedom to speak up, it can get tough. We need to acknowledge that we’re all facing similar challenges, and by supporting one another, we can build a healthier, more collaborative community. In my team, I focus on actively listening to their perspectives, empowering them to share their ideas freely, and encouraging them to tackle challenges with confidence. I see difficult situations not as obstacles, but as valuable opportunities for learning and growth.
