The People


Tarek Montasser graduated with a degree in mechanical engineering from the American University in Cairo, a most unexpected start for a career in creativity.

He joined J. Walter Thompson (JWT) Cairo as a copywriter in 1994 and worked his way up to Creative director in the short span of three years. He worked on a portfolio of blue chip international brands like Ford, Unilever and Nestle.

In 1997 he moved to Dubai to head and restructure the creative department of JWT Gulf on a wider array of power brands such as Unilever, Nestle, De-beers, Jaguar, Kraft and many others. His team was recognized on the regional and international levels and received many awards and accolades.

In 2004 he joined McCann Erikson as Executive Creative Director and moved back to Cairo. Many members of his team in JWT joined the migration forming the nucleus of a creative revival in the agency. The key achievements of the this period were: The consolidation of Coca-Cola account across the middle east out of Cairo and an uninterrupted string of pitch wins, just to name the bear minimum.


Andre started his career early in Beirut back in 1998. He started as a junior copywriter in JWT Beirut. In less than a year he was relocated to JWT Dubai where he worked intensively for the next 4 years on Blue Chip accounts such as Unilever, DeBeers/DTC, Nestle, Jaguar, Reckitt Benckiser, Mercedes Benz, Kraft and many other brands.

Soon enough his talent was recognized as he worked on many award winning projects. He was promoted to Associate Creative Director working across the region on many multinational clients.

In 2003 he quit advertising for the pursuit of his dream. He went to Paris to study music in one of the best music schools in Europe: “Centre des Musiques Didier Lockwood”. He studied with some of the best bass players in the world such as Linley Marthe (Joe Zawinul) or Dominique Di Piazza (john McLaughlin).

In 2004 Andre relocated to Cairo back to Advertising with McCann Erickson where he worked as a Creative Director for the next 5 Years on major brands and across the region such as Coca Cola, Cadbury, Nescafe, Etisalat and the list goes on.  Andre has been part of many successful pitches during these years some of the names are MTN, QNB, Etisalat …