"There's no substitute for preparation. I put over 120 hours just into crafting the presentation."
Yousef Tuqan presented 'Arabs be like' on stage at Cannes in 2014. Billed as 'a guide to the modern Middle East', this talk provided in-depth views into life as a modern Arab, and how regional and global brands succeed (and fail!) to connect with this audience. Yousef's appearance was so successful he went on to deliver this talk around the world.
Hear how he prepared for the experience...
See a clip of 'Arabs be like - A guide to the modern Middle East' here.
Yousef Tuqan is now VP Brand Marketing and Loyalty at Jumeirah Group. Full versions of Cannes Lions talks are available in the Cannes Lions Archive.
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