Official Launch of the Moroccan Observatory Les Impériales in Casablanca

Monday 26 May 2025 - 13:02

By: Zahouani Ilham

Official Launch of the Moroccan Observatory Les Impériales in Casablanca

Announced last January at the close of Les Impériales Week 2025, the Moroccan Observatory Les Impériales (OMLI) is now fully operational. Driven by the Association Les Impériales, this new strategic tool is an innovative platform dedicated to monitoring, research, and collective intelligence, serving the fields of marketing, communication, media, digital, and events in Morocco and across Africa.

The first meeting of the OMLI Board was held on Thursday, May 22, officially marking the start of the Observatory’s activities. On this occasion, the appointment of Lamia Ajana, General Director of Shems and Omniscient, as head of the institution, was confirmed. The roadmap, approved during the Ftour LI, outlines the main directions of this ambitious initiative.

OMLI was born from a clear observation: communication professions are undergoing profound changes and require structured and sustainable support to anticipate future transformations. The Observatory aims to play a key role in sector analysis, producing reliable insights, disseminating knowledge, and interpreting weak signals that are reshaping market dynamics.

Practically, the OMLI is built around two complementary bodies:

The Strategic Committee, responsible for defining research directions and thematic priorities.
Operational Entities, in charge of conducting studies, producing deliverables, and deploying actions on the ground.

Its dual objective is to support the national economy through forward-looking analytical tools while promoting Moroccan and African expertise on regional and international stages. OMLI thus aspires to bring professionals together around a collective intelligence approach, relying on data accuracy, content quality, and the relevance of its recommendations.

This launch is part of the continuity of the forward-looking study “Horizon 2035,” initiated this year by Les Impériales, and confirms the association’s commitment to sustainably structuring the communications ecosystem.

A civic and open non-profit platform, OMLI invites all professionals, researchers, organizations, and companies to join this collective momentum. Interested parties can participate via:observatoire@lesimperiales.com.

With OMLI, Morocco acquires an unprecedented strategic tool to decipher ongoing transformations and shape the contours of tomorrow’s professions starting today.