Marketing Masterclass with Elda Choucair

Master the Art of Marketing

Marketing is about how people actually choose. Learn how strategy, psychology, and meaning shape choice with Elda Choucair.

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Learn From One of The Arab World's Most Celebrated Marketing Leaders

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We live in a world of endless scrolling.

The average person is exposed to more than 1,200 pieces of content every single day. Earning attention isn’t just difficul, it’s fundamentally different than it used to be.

People don’t stop because something is louder. They stop because something resonates.
So how do you get people to stop, listen, remember... and trust?

The answer is marketing, but not the version most people imagine. with loud ads, flashy slogans, or corporate campaigns.

Real marketing is grounded in how people actually choose, and translates value into meaning. It understands how people think, feel, and decide, it builds trust before it asks for attention, and it creates emotional connection that lasts beyond the scroll.

Led by Elda Choucair, CEO of Omnicom Media, this class distills the thinking behind campaigns and brands that influence culture. Drawing from over 20 years of experience, you’ll learn how strategy, psychology, and decision-making come together to shape behavior, create trust, and make brands matter.

Everything You'll Learn in This Masterclass

A comprehensive journey through marketing fundamentals, psychology, and strategy, led by one of the industry’s most respected leaders.

The psychology of choice and cognitive biases

How to identify and understand your audience

Creating emotional connections with your brand

Data-driven marketing strategies

Standing out in a crowded market

Experimentation and A/B testing

AI and the future of marketing

Essential skills for marketers

The Curriculum

1. The Talent

Elda welcomes you to the class and explains why marketing matters more than ever in a world overflowing with content. She sets the foundation for what you’ll learn to take your marketing skills to the next level.

2. The Biggest Lies You’ve Been Told About Marketing

Elda exposes the biggest myths in marketing. Understand why these beliefs are dangerous, and why real marketing is built on insight, consistency, and human connection.

3. How Psychology Drives Decision Making I

Discover how people actually make decisions, and how choice is driven by subconscious patterns rather than logic. Elda explains how marketers can ethically use this knowledge to guide perception and influence preference.

4. How Psychology Drives Decision Making II

Unpack the psychological triggers that shape choice, including scarcity, framing and social proof.

5. Defining Your Audience

Elda shows why any successful marketing plan starts with knowing exactly who you’re speaking to. Discover how demographic and psychographic data help you reach the right people with the right message.

6. Understanding Your Audience: Behaviors, Barriers, Goals

Dive deeper into your audience with Elda by examining their behaviors, the barriers that hold them back, and the goals that drive them.

7. Designing A Feeling

Learn how to craft a feeling around your brand by building an emotion and creating cues that support it. Emotional anchors and consistency make your brand easier to remember and easier to love.

8. Marketing as a Science: Data

Data, when used correctly, is your source of truth. Look beyond vanity metrics and source clean, meaningful data that leads you to better decision-making, stronger insights, and effective marketing strategies.

9. Stand Out I

We're all competing for people's attention. Learn how to leverage creativity and make your brand unforgettable.

10. Stand Out II: Case Study

Dive into one of the region's most successful campaigns with Elda. Discover the reason behind its success and how to leverage similar tools and strategies in your own work.

11. The Critical Role of Experimentation

Elda breaks down why testing, measuring, and iterating are at the foundation of strong marketing. She shows how A/B tests and listening to your audience can be a massive source of knowledge.

Earn Your Certificate

Receive a certificate signed by Elda, recognizing your completion of the masterclass and the skills you gained.

Meet Your Instructor

Elda Choucair is the CEO of Omnicom Media, overseeing OMD, PHD, and Hearts & Science across the Middle East and North Africa. With over 20 years in the industry, she has worked on more than 1,000 brand campaigns with budgets exceeding billions of dollars.

Ranked in Forbes Middle East's '100 Most Powerful Businesswomen,' and Entrepreneur's '50 Visionary Women', Elda has been recognized for digital innovation and regional impact. She served on the Cannes Lions Media Jury in 2024 and is a founding board member of the Unstereotype Alliance's UAE chapter.

- CEO, Omnicom Media
- 20+ Years Experience
- Forbes Top 100 Businesswomen
- Cannes Lions Jury Member

Trusted by Industry Leaders

“Elda's leadership was exemplary. Her calm, decisive approach helped us navigate unprecedented challenges while keeping our teams motivated and focused.”

Media Executive, MENA Region Industry Peer

“She has transformed Omnicom Media into a powerhouse of innovation, diversity, and growth. Her people-first leadership style is truly inspiring.”

Campaign Middle East MENA Power List 2024

“Brands under her leadership have consistently been recognised as top-performing companies in the region, earning accolades at Effies MENA, Dubai Lynx, and MENA Digital Awards and being recognised by COMvergence.”

Entrepreneur Middle East 50 Visionary Women

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Elda Choucair teaches Marketing