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Alexandre Beaulieu

Regional Director, North Africa / Founder & CEO · TBWA\ALIF (Morocco) and TBWA\DJAZ (Algeria)

Casablanca, Morocco

Alexandre Beaulieu is the Montrealer who built an Algerian ad agency into a TBWA affiliate and now runs the network's North Africa region from Casablanca.

Worth knowing

He has won and kept major accounts in Algeria and Morocco, including Nissan, and knows what it takes to launch a brand or a campaign across the Maghreb without getting the culture wrong. He has also folded three national markets into one regional operation, so integration after an acquisition is familiar ground. Worth writing to if you are taking a Canadian brand, product or agency into North Africa.

Story

Alexandre grew up in Montréal and took a BA in History at McGill before a master's in international relations in Geneva, where he worked part-time with the World Trade Organization's communications team. He went on to found Djaz in Algeria, which became a TBWA affiliate in 2007, and he has since lived, studied and worked in seven countries. Today he splits his time between Algiers and Casablanca, leading TBWA\DJAZ and TBWA\ALIF and working in French, English, Italian, Spanish and Algerian Arabic.

Highlights

  • Founder & CEO, TBWA\DJAZ (Algiers/Casablanca); Re-founder & CEO, TBWA\ALIF
  • Regional Director, North Africa, TBWA\, since 2013 (Morocco, Algeria, Tunisia)
  • Inaugural member, PRCA MENA Regional Board, 2019; continuing member in 2024
  • Judge, PRCA MENA Awards (2018, 2020) and Digital MENA Awards (2019, 2020)
  • MA, International Relations, Graduate Institute Geneva; BA (Hons) History, McGill

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