Daba or Never: Les Impériales Week 2026 calls for urgent industry action

Thursday 18 December 2025 - 17:20

By: Dakir Madiha

Daba or Never: Les Impériales Week 2026 calls for urgent industry action

The ninth edition of Les Impériales Week (LiWeek-2026), a landmark event for Morocco’s marketing, communications, and creative industries, is set to take place in Casablanca from March 30 to April 5, 2026, under the High Patronage of His Majesty King Mohammed VI. Organized by the association Les Impériales, this year’s gathering is themed "Daba or Never: Let’s make our industry great again," emphasizing the urgency of action to transform the sector.

From vision to action: The need for immediate change

The theme "Daba or Never" builds on the outcomes of the previous edition, which launched the landmark LI Prospective 2035 study. This initiative offered a comprehensive diagnosis of the marketing, media, and creative industries in Morocco, identifying ongoing transformations and recommending actionable strategies for modernization.

LiWeek-2026 aims to operationalize these insights by urging stakeholders to shift from long-term planning to immediate, impactful actions. Anouar Sabri, founder and president of Les Impériales, stressed the importance of collective responsibility:
"With LI Prospective 2035, we laid the foundations of a collective vision. 'Daba or Never' signals the transition to action. It is no longer about imagining the future but building it here and now, with consistency and accountability."

A rallying call for industry reinvention

Amid accelerating economic, technological, and social changes, "Daba or Never" is a positive call to action, encouraging industry players to embrace innovation and sustainability. The event promises to unite brands, agencies, media, institutions, experts, and young talent to craft a shared, actionable vision for the future of the sector.

Jalal Hajjou, president of the scientific committee of LiWeek-2026, highlighted the potential for growth:
"The theme 'Daba or Never' stems from clear scientific evidence: the resources and talents already exist. Now is the time to act, collaborate, and dare to innovate. Morocco is evolving and asserting itself. LiWeek-2026 will turn this urgency into measurable, inspiring outcomes for our industry."

Strengthening Africa’s role in global marketing

LiWeek-2026 also seeks to deepen Morocco’s connections with the African continent, positioning the country as a hub for collaboration and innovation. The event will promote exchanges of expertise, cross-border partnerships, and the recognition of African talent, all aimed at developing creative, sustainable business models tailored to the continent's unique realities.

Rajaa Kantaoui, president of the International Commission of LiWeek-2026, emphasized the importance of immediate action:
"Africa is not a distant promise but a strategic reality. LiWeek-2026 reflects the shared ambition of Moroccan and African ecosystems to build new narratives, imagine innovative models, and meet the challenges of the continent head-on."

Recognizing creativity: The Étoiles 2026 competition

Starting December 19, 2025, submissions will open for the Étoiles 2026 competition, a prestigious contest celebrating creativity, ethics, and impact in the marketing and communication sectors. Rim Guennoun Hassani, president of the ethics committee, underscored the event's commitment to excellence and integrity, ensuring a fair and transparent competition.

A commitment to the future

"Daba or Never" is more than a theme it is a pledge to act decisively and responsibly. By fostering collaboration and innovation, Les Impériales aim to build a competitive, forward-looking industry capable of addressing Morocco’s and Africa’s evolving needs in the global creative landscape.