Member Interview with Ghassan Kassabji

We are delighted to bring you a Member Interview with Ghassan Kassabji, CEO, Impact BBDO

What’s your golden rule?

Hire people better than you.

Who has been your biggest influence?

My father shaped my work ethic and discipline from an early age.

What is your most hated business expression?

Let’s circle back.

What’s the smartest business idea you’ve ever had?

Creating a marketing orchestration model that replaces silos with structured integration and turns marketing into a growth engine.

Which leader do you admire most and why?

It has always been Steve Jobs. He demonstrated that technology alone is never enough. The intersection of product, design, and storytelling is where real impact happens. He had the conviction to simplify when others added complexity, and the courage to say no when others chased volume.

What is on your mind the most right now as a marketing leader?

How to protect the value of creativity in an era obsessed with efficiency. Performance metrics are becoming more granular. CFOs' scrutiny is tighter than ever. The pressure is toward speed, cost reduction, and short-term conversion.

Why is being part of The Marketing Society important for your career?

At this stage of my career, growth is less about titles and more about sharpening thinking, challenging assumptions, and contributing to the next generation of leaders. A strong community like The Marketing Society accelerates all three.

Why does marketing matter to you?

Marketing sits at the intersection of culture, commerce, and human psychology. When done well, it creates economic value, builds trust, and moves brands and industries forward.

Tell us something that’s not on your CV

I mentor leaders and marketers quietly, on a pay-it-forward basis. It is personal to me. I would not be where I am without people who challenged me, and invested their time when they did not have to. Mentoring is my way of continuing that chain.