Entrepreneur
"Information,
advertising and communication occupations place us at the heart of the
country's activities. We take
the pulse of the major economic sectors and are aware of the societal stakes. We must also always be one step ahead of the
trends”, says Monique Elmaleh, founder and managing director of the Mosaïk
communication agency. Fascinated
since her adolescence by the art of saying and communicating, she enrolled,
with her junior high school degree in arts and humanities in her pocket, at the
Toulouse (France) School of Communication Science and was the best student of
her class. Subsequently,
she specialized in marketing in London. Once she secured her degrees, Monique returned
to Morocco. "Being
the daughter of a very nationalist father, I always had a lot of love for my
country where I wanted to achieve things," she says. She then joined the “Société des Brasseries du
Maroc” company. As the
first woman executive to work in the company, she did not ask for any special
treatment. This fact
was a constant feature of her entire career: "I never said ‘I am a
woman, I am young, I am Jewish’. . I believe in human resources as a capital, in
skills and in values”, says Monique Elmaleh who worked for 15 years in
important entities. With a
multi-faceted experience, she was able to adapt herself to all technological
changes and created her communication consulting agency in 1995 with two other
people. Today, the
agency has 60 employees: "We were the first ones to propose campaigns in the
Moroccan local language (“Darija”) to get closer to our consumers. We were also precursors in the development of
new communication formats, as well as in the professionalization of event
management and press relations”. Monique Elmaleh, mother of two children, also
defends “a state of mind, a living together, and an image of Morocco. I admire the civil society. To do this job, we must love others”. Culture
remains her passion. The
Casablanca festival, the Tanjazz festival, the Concert for Tolerance and COP22
are some of the flagship events that her agency has accompanied.