LiWeek 2026 sets strategic direction under the theme “Daba Or Never”

Wednesday 04 March 2026 - 14:25

By: Sahili Aya

LiWeek 2026 sets strategic direction under the theme “Daba Or Never”

The Association Les Impériales unveiled the main orientations of the 9th edition of Les Impériales Week (LiWeek 2026) during the traditional Li Ftour 2026, held on March 3 in Casablanca. Organized under the High Patronage of HM King Mohammed VI, the upcoming edition will take place from March 30 to April 5, 2026, in Morocco’s economic capital.

Carrying the signature “Daba Or Never – Let’s Make Our Industry Great Again,” LiWeek 2026 positions itself as a call to action for professionals across marketing, communication, media, digital, and event industries. The stated ambition is clear: to foster innovation, stimulate creativity, and accelerate the transformation of an industry undergoing profound change.

Two committees structuring the event

As every year, the preparation of Les Impériales Week is entrusted to two key bodies: the Ethics Committee and the Scientific Committee. Meeting regularly since May 2025, both committees have worked on defining the framework, content, and strategic direction of the 2026 edition.

Their mission is to ensure the event’s coherence, support the evolution of industry professions, and provide forward-looking reflection on sector transformation.

Ethics Committee: upholding standards and excellence

Tasked with safeguarding professional and ethical standards, the Ethics Committee has revised the structure of the Les Étoiles awards to better reflect industry developments and the diversity of expertise.

The committee has also worked on defining the jury composition and selecting the personalities who will be honored at the upcoming edition. In addition, the Code of Ethics has been updated to reinforce quality and transparency standards.

The Ethics Committee is chaired by Rim Guennoun, Marketing Director at Varun Beverages Morocco – PepsiCo, and includes leading industry professionals such as Younes Sbihi, Samira Rafi, Ghita El Kholti, Sara Zouad, Bassel Mneimneh, Amal Moukite, and Karim Hadri.

Scientific Committee: addressing industry transformation

Meanwhile, the Scientific Committee has focused on developing the editorial and strategic program of LiWeek 2026. Discussions have centered on the major transformations reshaping Morocco’s communication ecosystem.

Participants highlighted a paradox: while the Moroccan market continues to experience sustained growth, the advertising and media industries face structural challenges. These include rapid technological acceleration, incomplete business model transformation, declining attractiveness for young talent, and evolving tensions between agencies and advertisers.

The “Daba Or Never” theme reflects this context and serves as a call for clarity and collective reinvention. It aims to reaffirm the industry’s strategic role in shaping the image of a modern Morocco, while fostering closer collaboration between brands, agencies, media, and institutions.

The Scientific Committee is chaired by Jalal Hajjou, CEO of Optimum Marketing Group, and brings together experts from diverse professional backgrounds, including Maria Aït M’Hamed, Nizar Derdabi, Tom Thréard, Ali Rguigue, Othmane Benayad, Saad Lahjouji Idrissi, Mehdi Moutaoukil, Majda Rabah, Zineb Loudghiri, and Driss Lahrichi.

A week marked by industry milestones

LiWeek 2026 will open with an Opening Session designed to set the strategic tone of the week, followed by plenary sessions dedicated to knowledge-sharing, trend analysis, and forward-looking discussions. The Closing Session will conclude the proceedings with a synthesis and perspectives for the future of the sector.

Several flagship moments will celebrate industry performance and talent:

Love Brand, recognizing brands and personalities that generate strong public attachment
Les Étoiles, honoring creative and strategic excellence
Les Hommages, dedicated to prominent industry figures
Les Lions, a new distinction celebrating outstanding professionals in communication and marketing

New commissions to strengthen international outreach

As part of its expansion strategy, two new commissions have been launched. The International Commission, chaired by Rajaa Kantaoui, is preparing a future African competition aimed at strengthening the event’s continental dimension.

A Mobilization Commission has also been established to identify new levers to further engage the entire ecosystem.

Les Étoiles 2026: submissions now open

For the 2026 edition, the Les Étoiles categories have been reorganized around major pillars: Advertising, Design & Branding, Content, Experience, Use of Data, Craft, Event, CSR, Moroccan Pride, and Innovation.

Professionals are invited to submit campaigns carried out in 2025 via the official Les Impériales platform, with a deadline set for March 8, 2026.

A structuring event for the industry

Over the years, Les Impériales Week has established itself as one of the leading gatherings for Morocco’s creative industries. Beyond conferences and awards, the event aims to guide sector transformation and enhance the competitiveness of Morocco’s communication, marketing, and media ecosystem.