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, and many more brands. Basel has also led the re-launch of the largest bank in Egypt “the National Bank of Egypt”.
Basel was behind many successful campaigns for many brands like, Etisalat, PEPSICO, Magdy Yaccoub foundation, Hyundai, SIXT, Ahl Masr foundation, MG, Orange, Mazda, Jeep, Alfa Romeo, Subaru, Ministry of Finance, Ministry of Health, Ministry of Trade, Ministry of Investment, The Egyptian Presidency, Exxon Mobil, Tetra Pak, Ariston, EFG Hermes, Hisense, Tik Tok, Tiger, AL Ahly club, Juhayna, El Garhy Steel 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 Health in 2014.
Basel believes that “great campaigns are ones that create great buzz in the market, and simultaneously achieve outstanding results for both clients and agency. 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