Les Impériales 2026: Laurent Allias champions creativity that rebuilds connections

Wednesday 08 April 2026 - 16:40

Concluded last week in Casablanca, Les Impériales Week 2026 once again brought together the entire communication ecosystem around a shared ambition: to evolve the standards of the sector.

President of the Étoiles 2026 jury, Laurent Allias delivered a straightforward perspective on the role of awards in this dynamic.

“Awards help structure a market”

From the outset, Laurent Allias takes a clear stance on the function of distinctions in the industry: “Awards have a real purpose, which is to elevate excellence and show what is possible. I have always said that awards help structure a market.”

In a context where communication professions are rapidly evolving, he stresses the need to promote initiatives like Les Impériales: “Les Impériales are very active in the Moroccan and African markets. This needs to be highlighted because it enhances our professions, and that is important.”

“Rebuilding emotional connections between brands and audiences”

At the heart of the jury’s deliberations, one criterion stood out as decisive: the ability of campaigns to recreate emotion.

“We looked at creativity, of course, but above all at the impact of that creativity. What matters is how the idea manages to create a connection,” he explains.

In an environment marked by the rise of artificial intelligence and platform-driven models, he warns of a possible drift: “We talk a lot about AI, about platformization… but we need to rebuild emotional connections between a brand and its audiences.”

A vision that places creativity back at the center: “For us, the idea comes before numerical results. We need to bring back some ‘effort’ into this connection.”

“Les Impériales is a place you have to be”

Beyond the campaigns, Laurent Allias highlights the uniqueness of the Moroccan ecosystem, capable of bringing together diverse players around the same event.

“Les Impériales is a place you have to be. We have here a structured ecosystem with players who go beyond the simple framework of the market.”

A model he implicitly compares to other markets, particularly in Europe, where such cross-sector collaboration remains more difficult to achieve.

Towards a bridge between Casablanca, Africa, and Europe

While the event has become a reference, there is still room for improvement. Laurent Allias identifies a key challenge: international openness.

“There is still a missing bridge with Europe. We want to create connections between Casablanca and Europe, but also with Africa.”

A strategic ambition, according to him, to enrich perspectives: “There are very interesting things happening in Europe, and conversely in Africa. These are different ways of seeing things, and brands need this bridge.”

A dynamic set to expand

Through his statements, Laurent Allias outlines the contours of a sector in transformation, where creativity, emotion, and openness are becoming essential drivers.

More than just an awards list, Les Impériales 2026 confirm their role as an influential platform, capable of supporting the transformation of the Moroccan and African communication market.