{"id":602497,"date":"2019-03-28T04:00:26","date_gmt":"2019-03-28T04:00:26","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2019\/03\/28\/karim-nour-ceo-tarek-nour-communications\/"},"modified":"2019-03-28T04:00:26","modified_gmt":"2019-03-28T04:00:26","slug":"karim-nour-ceo-tarek-nour-communications","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2019\/03\/28\/karim-nour-ceo-tarek-nour-communications\/","title":{"rendered":"Karim Nour, CEO, Tarek Nour Communications"},"content":{"rendered":"

<\/a> My Morning Routine looks each week at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions because we simply can\u2019t help ourselves. Extracts from our conversation this week with Karim Nour, CEO of Tarek Nour Communications and our friend and partner here at Enterprise.<\/p>\n

Who are you and what do you do?<\/b><\/p>\n

I\u2019m the CEO of Tarek Nour Communications, the Middle East\u2019s home grown marketing-communications rainmakers. That\u2019s the job title, but what I do is manage an organization of highly talented people and teams that exercise influence for clients with big dreams.<\/p>\n

What does that mean in concrete terms? <\/b><\/p>\n

That manifests itself in several ways \u2014 from 30-second ads to 30-minute TV programs. From pure-play digital comms to on ground events and exhibitions that engage our clients\u2019 customers face-to-face. So that means running ad agencies, media companies, original content outfits, and broadcast networks. We offer influence across all mass mediums, centrally coordinated, and with us being ultimately responsible for the entire process, its output, and its effect on the partners we work for. The company is 40-years young and holds a great portion of the region\u2019s advertising heritage.<\/p>\n

What\u2019s your morning routine? <\/b>\n<\/p>\n

At 4:30am, my eyes open. I read in bed for 30 minutes.<\/p>\n

5am: I make a pot of coffee and head to my desk to write \/ learn \/ plan. I try to write a letter a day to someone \u2014 physical or digital. I always admired \u2018men of letters.\u2019<\/p>\n

7 am: I call my \u201cFriends at Enterprise\u201d who are winding down their day after dispatch at 6 am. We discuss the stuff that makes us go, \u2018Hmmm.\u2019 Things like, \u201cAre we as a country creating sustainable jobs or just day jobs?\u201d Or \u201cHow does one not get paid like a dentist?\u201d Or \u201cWhy is Mohamed El Erian such a rockstar?\u201d Or how I hope my kids turn out to be nerds. Afterward, I often reflect: How cool is it that I know people who wake up at 3am and wind down at 7am?<\/p>\n

8:00 am: I\u2019m working out. Running, lifting, bear-crawling on non-concrete surfaces anywhere I can. It sets the day up right.<\/p>\n

9:30 am: First meeting in the office either at our HQ in Cairo or our offsite facility in El Gouna, which we use for multi-day creative and strategy sessions.<\/p>\n

What does the rest of your day look like?<\/b><\/p>\n

The rest of my day is spent with different members of our leadership team, in strategy sessions with our partners, or in long-form content development meetings.<\/p>\n

What\u2019s the best thing you\u2019ve watched \/ read lately?<\/b><\/p>\n

Too many to mention, but Yuval Harari's 21 Questions for the 21st Century<\/a> is a keeper. With gems like \u201cBeing black in Baltimore does not mean you understand lesbians in China\u201d \u2014 how can you not marvel at the mind that wrote that? There is also a crazy-dark South Korean movie called The Handmaiden<\/a> that I came across while looking for a chick flick with my wife. It ended up being anything but boring \u2014 very multi-layered.<\/p>\n

What\u2019s the origin story of Tarek Nour Communications?<\/b><\/p>\n

Tarek Nour was a DJ at a radio station. The station needed money. He did not know anything about advertising at the time, but because he was a keyboardist and lead singer in a band called \u201cThe Mass,\u201d he could write and sing songs. So he wrote a jingle for EGP 20 for a clothing store in Zamalek We saved the piano he wrote it on \u2014 it is in our company museum, a testament to Egyptian entrepreneurship and our shrine to how modern advertising started in the Middle East.<\/p>\n

[Editor\u2019s note: The shop above was named after a men\u2019s magazine brand with an icon derived from a rabbit. The name will trigger the algorithms that govern our deliverability to inboxes.]<\/p>\n

What\u2019s TNs\u2019 niche?<\/b><\/p>\n

We serve large and medium-sized companies who have big business objectives locally and regionally. We excel at holistically tackling business challenges through insightful mass communication.<\/p>\n

What do people not understand about your business and your company? <\/b><\/p>\n

About our business? I think people genuinely underestimate the power of proactively isolating, articulating, and communicating their business \u201cdifference\u201d consistently and creatively to their future customers (not the ones they already have). It is a mindset that is anchored in short-term utilitarian concepts like \u201ca good product sells itself.\u201d In this hyper-fragmented digital and traditional media landscape? While constantly being bombarded with noise? If it were only that simple. This underestimation leaves a lot of value on the table. We have seen that bold promotion and real brand building is one of the single most game-changing forces in business in this part of the world, but it requires decisiveness, real goals, and of course an influential communications company to be responsible for both comms and process.<\/p>\n

About our company? <\/b><\/p>\n

Although we have four decades of collective experience and heritage, we are run by the most energetic group of young \u201cdoers\u201d you will ever meet. That we think very differently about communications. That our culture is deep, absolutely unique, and produces meaningful and memorable business results for our clients.<\/p>\n

How is the industry \u2014 communications and broadcast \u2014 changing?<\/b><\/p>\n

The conduit is changing rapidly. We are witnessing fragmentation and this makes real brand building more important than ever. Advertising will look less and less like 30 seconds on TV only. Successful communicators will have to manage multi-channel communication programs that are content driven, insight led, that are long-term, and that make use of appropriate media. With information overload a real thing, there is a desperate need for experienced communicators with focused and powerful capabilities, in digital and traditional mediums, that can create meaning for brands.<\/p>\n

So the robots won't take over the advertising jobs?<\/b><\/p>\n

When we ourselves become robots, they probably will. But as it stands, we don\u2019t understand human consciousness well enough to teach a computer to eventually do it better than us. Making meaning is still the privy of humans. Creative industries are probably safer than most.<\/p>\n

What one internal or external force will create the most change in your industry?<\/b><\/p>\n

There are many forces at play in our industry. The one that stands out for me is the increasing abundance is information and choice. People can choose what they consume, they can choose their world view (and the algorithms on social media will echo and reinforce that). The concept of captive audience is being actively deconstructed, although there are still opportunities of mass viewership aggregation (like Ramadan) that other markets would kill for. Choice and media fragmentation is both a challenge and an opportunity for marketing communication. \u2018Spray and pray\u2019 will no longer work. You must really understand your business goals, what role communication plays in those business goals and move with purpose.<\/p>\n

What Is something recent you are really proud of?<\/b><\/p>\n

We produce Al Abakera, the region's only edutainment show, in partnership with one of our oldest clients, the National Bank of Egypt. It does a lot of good for education in Egypt. Scholarships, grants to rebuild schools, the whole nine yards.<\/p>\n

What do you do in your free time?<\/b><\/p>\n

I write on walls, make paper airplanes with my daughters. I read and write. I move my body. I\u2019m a pilot and try to fly whenever I can.<\/p>\n

What\u2019s the best piece of business advice you\u2019ve ever been given and by whom? <\/b><\/p>\n

\u201cDon\u2019t go cheap on the faucets \u2014 they\u2019ll leak then you\u2019ll have to replace the floor.\u201d I think I read it in a fortune cookie. Also something I heard for a pilot from Barbados \u2014 we were both training in flight school in Florida. He said, \u201cSpeak it, and it will be man.\u201d You have to imagine it in a Barbadian accent. It was deep.<\/p>\n

How do you stay organized?<\/b><\/p>\n

I wake up early \u2014I would never trade the day for the night \u2014 and then write my intentions in pen and everything else in pencil. We run organized short \u201cstart on time, finish on time meetings\u201d in the office \u2014and sometimes use standing desks to make meetings quicker. I do not use messaging for any \u201cmeaningful communication.\u201d It is only good for coordination. I consciously stay away from my phone when in scheduled meetings, and I keep a calendar and not a to do list.<\/p>\n","protected":false},"excerpt":{"rendered":"

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Extracts from our conversation this week with Karim Nour, CEO of Tarek Nour Communications and our friend and partner here at […]<\/p>\n","protected":false},"author":1,"featured_media":602498,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7156],"tags":[72,387],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-602497","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-my-morning-routine","tag-enterpriseam","tag-my-morning-routine","wpautop","entry"],"acf":{"mongo_id":"e67306f3-1d5e-4dfd-be05-a5ebda078964","is_powered_by":true,"story_type":"1","photo_url":"https:\/\/ent.news\/2019\/3\/1244.jpeg","photo_position":"above","related_issue":[602461],"teaser":"","voice_url":""},"yoast_head":"\nKarim Nour, CEO, Tarek Nour Communications - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2019\/03\/28\/karim-nour-ceo-tarek-nour-communications\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Karim Nour, CEO, Tarek Nour Communications\" \/>\n<meta property=\"og:description\" content=\"My Morning Routine looks each week at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions because we simply can\u2019t help ourselves. 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Kashat is the first nano-finance company in MENA to provide small productive loans to the unbanked \u2014 all backed by machine learning. The company has been operating for a year now and recently wrapped a successful pilot. Karim joins Kashat from Tarek\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":547249,"url":"https:\/\/enterpriseam.com\/egypt\/2022\/06\/14\/kashats-karim-nour-featured-in-entrepreneur\/","url_meta":{"origin":602497,"position":1},"title":"Kashat\u2019s Karim Nour featured in Entrepreneur","author":"enterpriseam admin","date":"14 June 2022","format":false,"excerpt":"It\u2019s a slow morning in the foreign press as far as Egypt is concerned. The main event is brought to us by Kashat\u2019s Karim Nour, who talks to Entrepreneur about the importance of communicating with your customers. \"We make it a point to invite a handful of customers to our\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":676355,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/27\/karim-nour-on-regional-opportunities-and-egypts-communications-edge\/","url_meta":{"origin":602497,"position":2},"title":"Karim Nour on regional opportunities and Egypt\u2019s communications edge","author":"enterpriseam admin","date":"27 November 2025","format":false,"excerpt":"Egypt\u2019s communications and creative industries are entering a new phase as demand for strategic guidance, regional growth, and AI-driven capabilities accelerates. We spoke with Karim Nour, CEO of Tarek Nour Communications, on the sidelines of EnterpriseAM Egypt Forum to discuss what\u2019s new at the company, which asset classes he finds\u2026","rel":"","context":"In "ON THE SIDELINES"","block_context":{"text":"ON THE SIDELINES","link":"https:\/\/enterpriseam.com\/egypt\/category\/on-the-sidelines\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/11\/2097.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":676348,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/27\/forum-playback-part-7\/","url_meta":{"origin":602497,"position":3},"title":"Forum Playback \u2014 part 7","author":"enterpriseam admin","date":"27 November 2025","format":false,"excerpt":"Good morning, friends, and welcome to the penultimate edition of this year\u2019s EnterpriseAM Forum Playback, where we bring you highlights from our successful Enterprise Egypt Forum 2025, held on 7 October.In today\u2019s issue, we revisit our on-stage conversation on whether Egypt\u2019s capital markets can turn a fragile rebound into lasting\u2026","rel":"","context":"In "INTRO"","block_context":{"text":"INTRO","link":"https:\/\/enterpriseam.com\/egypt\/category\/intro\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":587801,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/06\/01\/rotary-foundation-launches-initiative-to-curb-cervical-cancer-in-egypt\/","url_meta":{"origin":602497,"position":4},"title":"Rotary Foundation launches initiative to curb cervical cancer in Egypt","author":"enterpriseam admin","date":"1 June 2023","format":false,"excerpt":"The charity is allocating USD 2 mn to vaccinate thousands of girls and offer screenings to women","rel":"","context":"In "Kudos"","block_context":{"text":"Kudos","link":"https:\/\/enterpriseam.com\/egypt\/category\/newsmakers\/kudos\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2023\/5\/1799.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":560769,"url":"https:\/\/enterpriseam.com\/egypt\/2021\/03\/11\/my-morning-wfh-routine-nour-shawky-ceo-of-softec-technologies\/","url_meta":{"origin":602497,"position":5},"title":"My Morning \/ WFH Routine: Nour Shawky, CEO of Softec Technologies","author":"enterpriseam admin","date":"11 March 2021","format":false,"excerpt":"Nour Shawky, CEO of Softec Technologies: Each week, my Morning \/ WFH Routine looks at how a successful member of the community starts their day \u2014 and then throws in a couple of random business questions just for fun. Speaking to us this week is Nour Shawky, CEO of Softec\u2026","rel":"","context":"In "My Morning Routine"","block_context":{"text":"My Morning Routine","link":"https:\/\/enterpriseam.com\/egypt\/my-morning-routine\/\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2021\/3\/173.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/602497","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=602497"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/602497\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/issue\/602461"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/602498"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=602497"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=602497"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=602497"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=602497"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=602497"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}