Imen Gharbi: The Art of Being a Creative Mastermind and Humble Business Leader

Abreast of delivering creative themes, brilliant concepts, and skillful ex­ecution without compromising the quality, there is a spontaneous fac­tor that upheaves an advertising campaign from mere success to extraordinary and timeless, which is tough to measure, some­times hard to find, and often difficult to define. Delivering such extraordinary campaigns that consistently hit the right nerves at the right time amidst a competitive market has been the cornerstone of the success of Doze Agency, one of Tunisia's leading creative advertising agen­cies.

Co-founded by the trio Imen Gharbi (Managing Director), Rim Ben Dhia (Executive Creative Director) and Moetaz Affes (CEO), Doze Agency manifests an ideal example of teamwork and collaboration between the co-founders. Their unique managerial spirit has resulted in a family-like work environment where creativity thrives. When The Global Woman Leader interviewed Imen after selecting her as one of the ‘Top 10 Women Leaders from Tunisia- 2025’, it’s no wonder she attributed Doze Agency’s success to the pivotal contributions of Rim and Moetaz.

A young Turk with an extraordinary passion for creativity, Imen has a down-to-earth personality, which is reflected in her leadership style. Her humble nature not only fuels the team’s creative spirit but also helps create long-lasting relationships with clients. Below is an excerpt from our recent interview with Imen.

Passion for creativity plays a pivotal role in building a marketing business. When did you recognize your love for creativity, and how did you nurture it?

I have always dreamed of being an advertiser since I was a kid. I remember being fascinated with smart television advertisements and jingles, which left impressions in my mind. Hence, the formative years of my life were marked by an insatiable curiosity and a passion for creativity. Growing up in an environment where art and communication were valued and encouraged really helped to nurture my passion, thanks to my family. At an early age, I could explore the power of ideas and understand that the key to success lies in the ability to transform ideas and dreams into tangible actions. These influences taught me perseverance, the importance of believing in my vision, and the capacity to turn every challenge into an opportunity.

Once we founded Doze Agency, our co-founders and my friends, Rim Ben Dhia and Moetaz Affes inspired me to add performance as a key metric to that creativity path. I learned the importance of a performance guarantee and being accountable without restraining my creative nerves.

Today, when I look back, my journey in advertising has been a continuous pursuit of innovation and business excellence. For over 15 years, I have had the privilege of working with both local and international brands, developing expertise in creative strategy, storytelling, and branding. My ability to identify deep insights and transform them into impactful campaigns has allowed me to elevate brands and achieve measurable results. I also specialize in digital marketing, a field where I constantly strive to push the boundaries of creativity.

A defining moment in my career was positioning Doze Agency as a key player in the industry, recognized for its innovative ideas

How would you define Doze Agency? Also, what are your various roles and responsibilities within the company?

Doze Agency is more than just a communication agency, it’s a laboratory of ideas. We are also a family of creatives who are driven by the same mindset, which is ‘innovation and efficiency’. We are a team of young, talented and cool people capable of conceiving robust, tailor-made solutions and bringing them to reality.

As the Managing Director, I oversee strategic vision, talent management, and the execution of complex projects. My role involves harmonizing creativity and performance, building strong client relationships, and inspiring my team to reach ever-higher goals. I also focus on maintaining a culture of innovation and excellence, which is essential to our growth and reputation.

What are the most important aspects of your process while making a new advertising strategy?

Every advertising strategy begins with an in-depth immersion into the client’s world, which is understanding their values, audience, and market. We always start from a key insight that resonates with the consumer and transform it into a differentiating creative idea. My team and I focus on three fundamental elements, namely relevance, authenticity, and impact. We ensure that every concept faithfully reflects the brand’s identity while capturing the audience’s attention.

On the other hand, over the past decade, demand generation has undergone a paradigm shift, thanks to technology. Gone are the days when the industry ran on

assumptions and 'gut feelings'. Today, we turn to the most reliable source of information, which is customer data. Devising a detailed strategy that pays attention to minute details and is backed up by data is an important aspect of guaranteeing success.

A business leader’s journey is replete with challenges. What are the major challenges you encounter in your current role?

Balancing creativity with performance demands is a constant challenge, which indeed acts as an inspiration. In a constantly evolving environment, it is crucial to remain adaptable while maintaining a clear vision. To overcome these obstacles, I rely on transparent communication, collaborative leadership, and the ability to turn pressure into growth opportunities. Every challenge is an opportunity to strengthen our resilience and competitiveness. Above all, you have to stay humble and learn from every opportunity.

What have been your biggest ‘wins’ in this journey, and what is your ‘success mantra’ as a leader?

My greatest achievements lie in transforming brands through campaigns that have had a lasting impact. A defining moment in my career was positioning Doze Agency as a key player in the industry, recognized for its innovative ideas. My success mantra is simple, which is “Inspire, innovate, and stay true to your vision”. I always encourage my team to aim for excellence while fostering constant curiosity.

Your dedication to innovation and excellence in the advertising industry has also been recognized on several occasions. Could you give us a brief account of them?

I have had the privilege of being a member of the jury for two prestigious festivals, namely the local Pros de la Com in 2017, celebrating Tunisian creativity, and the African Cristal Festival in 2024, recognizing outstanding African creativity. I was also part of the team behind the award-winning concept ‘Samsung: The Backup Memory’, which earned global acclaim with honors such as Cannes Lions, Dubai Lynx, and D&AD. I have also won over 10 local Pros D’or awards for my creative campaigns.

How do you foresee the advertising landscape evolving in Tunisia going forward?

The advertising landscape in Tunisia is moving towards increased digitalization and personalized experiences. I firmly believe that the future lies in integrating immersive technologies like augmented reality and artificial intelligence into campaigns. Moreover, there will be a stronger focus on authentic, user-generated content. These trends, combined with engaging storytelling, will open new opportunities to connect brands with their audiences.

Do you admire any business leader? Also, what would be your message or advice for aspiring women leaders?

I admire Indra Nooyi, the first woman CEO of PepsiCo, for her ability to transform Pepsico with bold strategic vision while staying true to her values.

My message to budding women leaders in the industry is simple, which is to believe in your vision and never let doubts or external barriers hinder your ambitions. Your authenticity and perseverance are your greatest strengths.

Imen Gharbi, Co-Founder & Managing Director, Doze Agency

A young Turk with an extraordinary passion for creativity, Imen is a down-to-earth personality, and this is reflected in her leadership style. She has a Master’s degree in Design, specializing in advertising communication, and more than 15 years of experience in the creative advertising industry.