Jalal Hajjou: “All the ingredients are in place to relaunch advertising”

Thursday 02 April 2026 - 10:00

In a context where the advertising industry is seeking to redefine its contours, the intervention of Jalal Hajjou, Founder & CEO of Optimum Marketing Group, stands as both a warning signal and an invitation to action. This statement was delivered as part of Les Impériales, a benchmark event for the profession held this week in Casablanca, bringing together key players in marketing and communication in Morocco.

From the outset, the executive highlighted the richness of the discussions held during the panel: “We started this day with a very interesting panel. We addressed several topics with very senior speakers who truly enriched the debate,” he stated. This context underlines a collective willingness to establish a clear-eyed diagnosis of the sector’s weaknesses.

Among the key points raised, the relationship between agencies and advertisers emerges as a structuring issue. “We talked about the agency-advertiser relationship, how to rebuild trust,” Jalal Hajjou explained, also addressing the sensitive issue of remuneration: “How to make this economic model between agency and advertiser a bit less constraining.”

As discussions progressed, other major challenges emerged, notably the issue of “juniorization” and its impact on quality and knowledge transfer. But above all, the question of creative courage appears to crystallize concerns. “We talked about boldness, creativity, courage in decisions and in the campaigns we launch,” he emphasized.

In response to these observations, the focus is placed on solutions. The executive highlights a constructive dynamic: “We also talked about what we could do for this industry to become strong again as it once was.” A reflection oriented toward action, fueled by exchanges he describes as “very rich.”

In this perspective, certain principles appear essential. “We need to become a bit more demanding, supportive, and collective in our approach,” he states, calling for stronger co-creation and collaboration among ecosystem stakeholders.

Despite the challenges, Jalal Hajjou remains resolutely optimistic. “There are many positive signals. We must be ambitious for the industry,” he says. A conviction reinforced by the theme of this edition: “Daba or Never. The urgency is here.”

More than just a slogan, this expression embodies, according to him, a turning point: “We chose this theme because we believe that all the ingredients are in place for this industry to regain its former prestige.”

Beyond the diagnosis, a collective vision is taking shape. That of an industry capable of reinventing itself by rediscovering its fundamentals: trust, creativity, and collaboration. An ambition shared by the stakeholders gathered this week in Casablanca, determined to restore advertising to its driving role in the economy and culture.