Mohamad Baalbaki – Co-founder & Chief Innovation Officer
1. Based on your participation in global competitions, how do you feel your agency manages to connect with international audiences without losing its local identity?
Advertising today is a universal language but its true power lies in how it’s adapted. While our creative tools and methods are tailored to local markets, what makes the work stand out globally is the ability to uncover something deeply rooted in culture and bring it forward in a way the world can relate to. We don’t dilute our identity, we elevate it.
2. How would you describe The Bold Group’s creative DNA? What makes your agency stand out on a regional level?
We lead with people. For us, creativity thrives when there’s trust, shared ambition, and a clear sense of purpose. That’s why we invest in building environments where our talent can think boldly and push boundaries, while also bringing clients into the process as true partners. When people feel empowered and seen, the work speaks louder. It’s a formula we’ve trusted for over 14 years, and it keeps evolving with us.
3. The creative industry is experiencing a constant transformation, marked by technology, new consumption habits, and other aspects. In your experience, how has the way you create and execute your ideas changed in recent years?
The fundamentals haven’t changed, storytelling is still at the heart of what we do, but the formats and pace absolutely have. With platforms evolving constantly, staying agile, curious, and plugged into culture is no longer optional. It’s what keeps us relevant and forward-moving. The biggest shift is speed, and the challenge is keeping up without compromising the work.
4. What trends or structural changes do you think will shape the course for independent agencies over the next 5 to 10 years? How are you preparing as a team for that scenario?
The next chapter will be written around efficiency, automation, and human creativity working side by side. As platforms become smarter, the role of agencies will shift, not disappear. What machines can’t replicate is originality, intuition, and emotional intelligence and that’s where independent agencies will thrive. Internally, we’re already adapting from evolving our talent mix to rethinking how we structure teams to stay sharp and future-ready.
5. The WINA Festival celebrates independence and creative diversity. What does it mean for you to have been recognized among hundreds of submissions from all over the world?
Being recognized by WINA means the work stands on its own, not because it follows a formula, but because it reflects intent, relevance, and a clear point of view. It reinforces that independent thinking from our region can resonate globally without compromise.