Les Impériales Week 2026: a mature edition moving from vision to action

Tuesday 31 March 2026 - 11:10

On the occasion of the launch of the ninth edition of Les Impériales Week in Casablanca, Anouar Sabri gave an exclusive statement to Walaw, reflecting on the evolution of an event that has now established itself as a key reference point for marketing and communication professionals in Morocco.

A now established trajectory

After several years of growth, Les Impériales enters a new phase. For its president, this edition marks a point of balance, where the initial vision finally aligns with controlled execution.

“This edition has reached maturity,” says Anouar Sabri, highlighting visible progress in programming, organization, and the way topics are addressed.

Over the editions, coherence has gradually taken hold. Themes are no longer approached in isolation but are part of an overarching logic built over time. This structure reflects the intention to support a transforming sector with method and continuity.

From forward-thinking to immediate engagement

The 2026 edition continues the work initiated around the “Paradigm Shift,” which outlined projections toward 2035. Supported by a highly engaged scientific committee, this initiative laid the groundwork for in-depth reflection on the industry’s future.

Today, the focus clearly shifts toward action

“Daba or Never is a call to action,” emphasizes Anouar Sabri. This direction reflects the aim of turning discussions into concrete decisions and ideas into actionable plans.

The scientific program is structured around operational issues, aiming to provide tangible recommendations to industry professionals.

Thinking beyond the event

The organizers’ ambition now extends beyond the event itself. A roadmap will be presented at the closing session to extend the reflections over time.

“The idea is to know how we will project ourselves over the coming year, follow the recommendations, and above all implement them,” explains Anouar Sabri.

This approach represents a fundamental evolution: Les Impériales now aims to be a structuring tool for the ecosystem, beyond its traditional role as a platform for exchange.

A collective dynamic at the heart of the event

Throughout the week, the event brings together advertisers, agencies, experts, and institutions in a program combining conferences, workshops, and highlights.

The Showreel, Love Brand Ceremony, and plenary sessions contribute to establishing Les Impériales as a convergence space, where strategic visions intersect with practical experience.

More than just an annual meeting, the event asserts itself as a space for idea generation and collective construction.

A committed opening to Africa

A major evolution of this edition is its international focus, particularly on the African continent.

The launch of the Africa Prize embodies this desire to build bridges between markets. This initiative is supported by the establishment of an international committee, composed of professionals with diverse expertise and backgrounds.

“Les Impériales are a purely Moroccan product, an ambassador of Made in Morocco,” reminds Anouar Sabri.

In this logic, an event is planned to be organized in an African capital, currently under study, to strengthen this exchange and influence dynamic.

Made in Morocco as a driving force

At the heart of this strategy, promoting Moroccan know-how remains central. By leveraging brands, Les Impériales aims to project an ambitious vision of Made in Morocco across the continent.

This approach reflects a commitment to influence and projection, positioning Morocco as an actor capable of dialogue, sharing, and co-construction with other African ecosystems.

A clear path for the industry

With this ninth edition, Les Impériales Week reaches a new milestone. Through structured content, action-oriented initiatives, and international outreach, the event asserts its role in the sector’s evolution.

A dynamic summarized by a simple conviction: it is no longer just about understanding changes, but about accompanying and concretely realizing them.