// Moe Jaouhar (JAWHAR)
// Global Executive Creative Director
// MUNICH, GERMANY ◼︎◼︎◻︎

+ + + Every illustration here comes from my artwork collection

// Strategic + innovative + empathetic + + +

// Scroll DOWN + + +

Read MOE’S Ethos, shaped by HIS Career, proven through Examples, and reflected in Cultural impact, through the awards he won and the art he did.

// THE WORK + THE PERSON + + +

++[AUTH_NEEDED]++

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//GLOBAL IMPACT
// 01_ Agency
Partnerships Turning creative alignment into active pipelines
// 02_ New
Business Upselling ideas, running client workshops, unlocking unengaged networks.
// 03_ Creative
at Scale 1000+ campaigns across EU, MENA, SEA, CA & LATAM
// 04_ Output
Velocity Year-over-year creative output growth
// 05_ Team Architecture Concept to craft — team setup, addressing creative vision, scale, and structured for impact
// 06_ Talent
Design Assembling capabilities, not just filling roles
// 07_ Innovation
Systems Innovation flywheel, and scale as creative infrastructure
// 08_ Process
as Culture Ideation methods embedded globally
// 09_ Pitch
Craft Structured ideation driving pitch success
// 10_ Multi-Brand Ecosystems Alexa Hub · PC Finder · Auto Showroom · Flagship Store · BMW DP Digital Hub
// 11_ Strategic
Partner Creative as a core business function, not production
// 12_ Global Creative Leadership 25+ years · 4 continents · 1 creative vision
// 13_ Awards &
Creative Bar Raising the standard — jury strategy, internal reviews, and global submissions

// Scroll DOWN + + +

Resume
Experience
Work Examples

++[AUTH_NEEDED]++

// Chapter 01_ · Origin Beirut Where it all started
// Period 2001 — 2005
// Agencies
Malik's Bookshop Independent design studio in Beirut. Moe's first creative home, focused on print and editorial design for student publications. Channel Design Boutique creative agency in Beirut specializing in brand identity, print, and visual communications.

Moe began his creative journey in Beirut as a graphic designer, shaping his skills with design students at Malik's Bookshop and later at the boutique agency Channel Design. These early years taught him that design is more than visuals — it's about clarity, storytelling, and connection.

// Skills
Print The design of physical media — posters, books, magazines, packaging. Requires mastery of typography, layout, and colour for static, tangible output. Identity The visual system of a brand — logo, colour palette, typography, tone. Creates a consistent, recognizable presence across all touchpoints. Editorial Design of long-form content such as magazines, books, and newspapers. Balances hierarchy, rhythm, and readability across multiple pages. Typography The art of arranging type to make written language legible, readable, and visually compelling. The foundation of all graphic communication.
// Location Beirut, Lebanon ◻︎◼︎◼︎◼︎
// Chapter 02_ · The Move Dubai Digital meets cultural insight
// Period 2005 — 2009
// Organisations
Interone BBDO WW Global creative network BBDO's digital arm, operating across MENA. Known for bold, insight-driven campaigns for major international brands. Liquid Campaign WW Independent full-service agency specializing in integrated digital and brand campaigns across the Gulf region.

In 2005, Moe moved to Dubai, starting as an Art Director at BBDO Worldwide (Interone) before becoming Associate Creative Director at Liquid Campaign. Here, he merged digital innovation with cultural insight, creating campaigns that were both bold and effective.

// Skills
Art Direction The discipline of guiding the visual language of a campaign — from concept through execution across photography, film, and digital media. Digital Campaigns Integrated online campaign strategy and execution, spanning social, display, web, and interactive formats designed to drive engagement and conversion. Brand Strategy The long-term plan for developing a brand's positioning, purpose, and personality in relation to its audience and competitors. Cross-Cultural Creative The ability to develop creative work that resonates across different cultural contexts, adapting tone, imagery, and messaging without losing brand integrity.
// Location Dubai, UAE ◼︎◻︎◼︎◼︎
// Chapter 03_ · Scale Dubai II Regional leadership, global ambition
// Period 2009 — 2018
// Organisations
Serviceplan Group Europe's largest independent agency group. Operating through its House of Communication model, Serviceplan integrates creative, media, and technology under one roof. HDK Haus der Kommunikation — Serviceplan's integrated communications hub in Munich and Dubai, housing multiple specialist agencies working in unison.

Moe joined Serviceplan in 2009, quickly rising to Executive Creative Director for MENA and Southeast Asia. He built cross-regional teams and delivered award-winning campaigns that balanced creative excellence with strategic impact for brands including BMW, Lufthansa, Nespresso, and Huawei.

// Skills
Executive Creative Direction Senior creative leadership responsible for the overall creative vision, quality, and output of an agency or division across all clients and campaigns. Integrated Campaigns Multi-channel campaign strategy that delivers a unified brand message across TV, digital, print, outdoor, and experiential touchpoints simultaneously. Team Building The strategic assembly and development of creative talent — identifying skill gaps, hiring specialists, and building a culture that drives consistent output. Award Strategy The deliberate process of identifying, developing, and entering work into industry award shows to build agency reputation and attract talent and clients.
// Location Dubai, UAE ◼︎◼︎◻︎◼︎
// Chapter 04_ · Now Munich Three continents. One creative vision.
// Period 2018 — Present // Active
// Organisations
Amazon Ads Amazon's global advertising division, helping brands connect with customers through unique creative, data, and media solutions across Amazon's ecosystem. Brand Innovation Lab Amazon Ads' in-house creative studio. Builds bespoke, high-impact advertising experiences that go beyond standard formats — from interactive storytelling to custom tech integrations.

In 2018, Moe joined Amazon as Creative Director for Germany, Italy, and MENA, later becoming GM for Germany. He went on to lead Hardlines & Softlines EU, then Auto, FinServ, and Telco EU at the Brand Innovation Lab. Today, he's Executive Creative Director for EU, CA & LATAM, leading creative teams and campaigns across three continents.

// Skills
Innovation Leadership The ability to build and lead teams that consistently produce creative firsts — new formats, new platforms, and new ways of connecting brands with audiences. Creative Operations The design of systems, processes, and structures that enable creative teams to produce high-quality work at scale without sacrificing originality. Prime Video Sponsorship Custom advertising integration within Prime Video content — developing brand partnerships that live inside streaming entertainment through sponsorship, placement, and co-creation. Multi-Market Leadership Managing creative strategy and execution across multiple regions simultaneously — aligning brand vision while adapting to local market nuance across EU, Canada, and LATAM.
// Location Munich, Germany ◼︎◼︎◼︎◻︎

EXPERIENCE

  • October 2024 - Present.
    Amazon.

    In his current role as Executive Creative Director for Europe, Latin America, and Canada, Moe is entrusted with elevating creative quality at Amazon Ads. He oversees talent evaluation, creative team structure, award submissions, and workflow optimization. Moe also represents Amazon Ads as a creative powerhouse to advertisers, both clients and agencies alike.

  • Jan 2022 - October 2024.
    Amazon.

    As an Innovation Business lead, Moe develops and leads the overall Brand Innovation Lab strategy for his vertical, ensuring alignment between creative & business needs. He balances complex decisions across internal & external stakeholders, empowering his team to achieve strategic priorities. As a pod lead, he fosters collaboration, trust, and accountability, enabling independent business management and creating a supportive work environment. Moe provides guidance & advice, encouraging his team to take ownership of their work and driving impactful outcomes.

  • Feb 2021 - Jan 2022 · 1 yr
    Amazon.

    As the leader of the Amazon Custom Ads organization in Germany, Moe successfully managed the business across all verticals. He served as the primary point of contact and led a team of program managers, art directors, visual designers, & design technologists.

  • Nov 2018 - Feb 2021 · 1 yr 9 mos
    Amazon.

    As a creative lead, Moe successfully managed campaigns & projects across multiple departments, collaborating with global creative directors and development partners. He worked with renowned brands such as Samsung, Huawei, Intel, Disney, Lufthansa, & more.

  • Jan 2013 - Sep 2018 · 5 yrs 9 mos
    Serviceplan Group.

    At Serviceplan, Moe honed his Creative leadership, creative thinking, strategic and analytical skills. He progressed from Associate Creative Director to Creative Director, & eventually Executive Creative Director for four agencies under Haus Der Kommunikation (HDK). Moe successfully managed campaigns for prestigious brands including BMW, Lufthansa, Nespresso, Danone, Continental Tires, Huawei, & Siemens.

  • Jan 2008 - Jan 2009 · 1 yr 1 mo
    Dubai, United Arab Emirates
    Liquid Campaign World Wide

  • Dec 2005 - Jan 2008 · 2 yrs 2 mos Dubai, United Arab Emirates
    Interone BBDO World Wide

  • Jan 2004 - Nov 2005 · 1 yr 11 mos
    Beirut, Lebanon
    Channel Design

  • Dec 2002 - Jan 2004 · 1 yr 2 mos
    Beirut, Lebanon
    Maliki’s Bookshop

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WPP Global Creative Summit – London (Guest Speaker)
Featured in Communicate Magazine (Middle East)
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WPP Global Creative Workshop with Rory Sutherland
Guest Speaker at Amazon EU Fashion in Madrid
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Guest Speaker at Dubai Lynx – VR in the Ads Business
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Jury Member at AME Awards
Featured Article in Campaign Magazine
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BMW Pitch Presentation
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Jury Member at Dubai Lynx
Guest Speaker at Dubai Lynx – Innovation and Creativity
Jury Member at Effie Awards
Keynote Guest Speaker at CB Webinar
Guest Speaker at D3 Design Days
Guest Speaker at Dubai Lynx – E-commerce in Creativity
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A Day in the Office
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Featured Article in Campaign Magazine
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Speaker
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Jury Member at Clio Awards
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Berlin Shoot
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Jury Member at Cristal Awards
Featured Article in Communicate Magazine
A day in the office 2
Featured Article in Campaign Magazine
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Featured Article in Design Collective
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Google
Bacardi
Diageo
BMW
MINI
Continental Tiers
Rolls-Royce Motor Vehicles
BOSCH
Lufthansa
Samsung
Twitch
Visa
WoW
Universal
Levi's
VW
Huwawei
Master Card
Call of Duty
Activision
Lego
Hyundai
MG Motors
Alpina
Nakheel
Skoda

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ARTICLES