Ibtissam Khazraji to Mediamarketing: “Creativity Needs Freedom”

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In Casablanca, the 2026 edition of Les Impériales, held under the theme “Daba or Never,” highlights the profound transformations in the communication industry. In this context, Ibtissam Khazraji, Commercial Communication & Brand Director at Orange, delivered an analysis focused on the new balances to be built between creativity, performance, and talent management.

In an exclusive statement to Mediamarketing, she immediately emphasizes one of the major levers for transformation: “The first thing is to trust young talents who are coming in, full of energy and eager to create.” A strong conviction, in a context where the new generations express different expectations toward the profession.

Betting on young talents in a changing context

Faced with the emergence of new technologies, notably artificial intelligence, practices are evolving rapidly. “Today, we are challenged by all these new trends, by AI which is shaking up our habits,” she observes.

In this transforming landscape, she calls for giving more space to emerging profiles: “They need time to create, a freedom that we, seniors, sometimes have less of today.” A strategic issue to maintain the creative momentum within organizations.

Rethinking the agency-advertiser relationship

At the heart of discussions at Les Impériales, the relationship between agencies and advertisers also appears as a key axis. “Advertiser versus agency, what do we do? Co-creation is essential,” affirms Ibtissam Khazraji.

She stresses the need to move beyond opposition logics to build smoother collaborations: “To make the industry more attractive, we have to trust each other.” An approach based on sharing responsibilities and a common vision of objectives.

Finding a new balance between creativity and performance

Another central point discussed is the constant pressure linked to performance requirements. “There is recurring pressure, but we need to let go,” she acknowledges.

To structure this reflection, she highlights the 80/20 principle: “There are 20% of projects where we really need to focus all our creative energy, and 80% that fall under the run, the ‘always on.’” A balance to find between strategic creativity and operational execution, often guided by data.

Towards a more collaborative and human industry

Through this statement, Ibtissam Khazraji outlines the contours of an industry in full evolution, where creativity cannot fully express itself without a more flexible and collaborative framework.

In the dynamic atmosphere of Les Impériales in Casablanca, her message resonates as a call to rethink practices, giving a central place to trust, co-creation, and talent development.