According to the Myers-Briggs Type Indicator test, Amr is an INTP, described as being logical, analytical, creative, innovative, and a lateral thinker. His multi-cultural background - being a Belgian, educated in Canada, with North African roots and Middle East experience - has contributed to his fascination with forming a deeper understanding of cultures and the triggers that influence and motivate behaviour.
Currently a Strategic Planner for PG Integrated (formerly Publicis Graphics), Amr began his professional advertising career in Account Management. As a custodian of brands, he immersed himself into their industries and into the minds of their consumers. Instinctively, he voluntarily involved himself in thinking like a strategist: keeping abreast of consumer/market developments, reading about international trends and innovations, getting inspired from the world around him, collaborating with the creative team, developing trend reports, identifying brand opportunities and threats, and developing suitable action plans for his clients.
In Account Planning he now focuses on helping his clients address their real problems, and collaborating to build brands through carefully considered integrated campaigns that lie at the intersection of creativity and strategy.