Basel is a Partner and Co-CEO at Tarek Nour Group; the first privately owned total communication group in the Middle East. After graduating with an MBA in international business, Basel started his career in Egypt’s biggest communication conglomerate in the year 2000. His name is synonymous with some of the region’s biggest communication projects, such as the re-launch of the new Egyptian tax law, and the localization of global brands such as Vodafone, Hyundai, Sixt, MG and many more brands.
Under his leadership, and in the last decade, TN Group’s presence has grown beyond Egypt, the advertising giant has spread its strategic and innovative expertise all over the region, in countries such as UAE, Saudi, Kuwait. Basel has also led the relaunch of the largest bank in Egypt “the National Bank of Egypt”. Basel was behind many successful campaigns for many brands like Etisalat, Orange, Magdy Yacoub foundation, National Bank of Egypt, La Poire, valU and many more.
Above all, Basel enjoys reshuffling communication norms and trends, which TN group has consistently done for years. Under his management, TN Group has achieved a number of local, regional and international awards; most importantly Cannes LIONS, D&AD, Dubai Lynx and Effie’s. Basel believes that “great campaigns are ones that create great buzz in the market, and simultaneously achieve outstanding results for both clients and agencies. Strategic & Creative thinking is the fastest way for any business to achieve the objectives it aspires to, and creative thinking is the main tool to touch and influence people’s attitudes and behaviors towards any given idea, brand or product.” He always believes in not following the competitive herd and always looks after finding smart and different approaches to do things differently.
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