Strategic Planner. Thinker. Hip-Hop Head. Sneakerologist. Animal Lover. Martial Artist. Cannes Lions Young Account Planners Academy Alumni.




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.





Amongst the brightest minds I’ve encountered in my career. Amr has a unique ability to identify a brand’s essence and reframe it to tackle different challenges. He is never shy about questioning a brief and digging to get to the core of our objectives, which has resulted in better and more effective work. His high level strategic thinking makes him an invaluable asset to the team and working with him is an absolute pleasure.
— Abdulelah Bassyouni, Ministry of Economy & Planning, Chief Communications Officer & Ministerial Adviser
An obsessive learner who thrives on discovering and decoding the complex. He has a diverse range of interests that add a rich perspective to his thinking as a planner. Over the years I have found him to be a very reliable person with a very sharp eye for detail. His passion for new ideas combined with his witty sense of humour has made him a darling with the creative team members and a strong ally for the clients.
— Suleman Abdullah, PG Integrated, Director of Strategic Planning