Anouar Sabri

Anouar Sabri was born in 1971 in the small town of Sidi Yahya El Gharb, located in the northwest of Morocco. This region is renowned for its beautiful countryside, eucalyptus forests, and beekeeping activities. He spent his childhood and adolescence there with his parents, two sisters, and a brother. In 1987, he obtained his baccalaureate and then enrolled at the University of Kenitra, a port city located 25 km from Sidi Yahya. After earning two master's degrees—one in biochemistry and another in marketing—and after trying several jobs, Anouar Sabri moved to Casablanca to pursue his professional career. Despite this move, he never cut ties with his birthplace, where his family still lives, and where he would later develop numerous professional and community-based activities.

The Early Steps

In the 1990s, Anouar Sabri had his first experience as a Media Director within the Alif Communication agency. This role sparked in him a genuine appetite for communication and media. At that time, digital media was still in its early stages in Morocco. A true visionary, he foresaw the future importance of what was then called "new information and communication technologies" (NICT). Within a few years, these tools—computer storage systems, communication platforms, and data processing and management—would become essential for companies. In 2000, when data collection was still underdeveloped in Morocco, Anouar Sabri founded IMPERIUM MEDIA, the first Moroccan data provider dedicated to improving business productivity. Today, with more than twenty years of existence, Imperium is a leader in 360° information processing and continues to expand internationally. While its headquarters are located in Casablanca, the company now employs over a hundred people at its site in Sidi Yahya El Gharb.

From Data to Communication and Media

The training experience at Alif Communication was not set aside. Since 2003—with the launch of Les Impériales and also MASSMEDIA—Anouar Sabri, always driven by a constant desire to improve and learn, has sought to identify the needs of all market actors and to provide a comprehensive range of solutions to meet their technological, data, and communication requirements, whether in media or advertising.

A first milestone was reached with the creation of LE CÉNACLE and the launch of the MediaMarketing Revue, the first magazine dedicated to communication, marketing, media, and digital professionals. What began as a discussion and idea‑sharing club—hence "Le Cénacle"—has now become the publisher of numerous titles, including Cinenews, Walaw, Insecret, and Télénews.

Anouar Sabri also founded 3WMEDIA, a new technologies integrator, to complement Imperium’s offerings, and later established POWER BRAND (PWB), a “brand service” communication agency that has since become an expert in press relations, brand content, and digital marketing. The circle is complete.

« Les Impériales »

Barely forty years old, director of several companies and a well‑informed entrepreneur, Anouar Sabri is now committed to boosting and promoting the sector in which he operates— a vast ecosystem that encompasses all the professions of communication, media, and digital. This key sector represents a significant weight in the Moroccan economy and deserves an event worthy of its importance. He launched the first edition of the event “Les Impériales” in the form of an Awards Ceremony, rewarding the best productions of the year and highlighting the entire sector. Perseverant and convinced of the utility of such an event, it was nevertheless necessary to wait until 2011 for the communication ecosystem to reach a certain maturity and for “Les Impériales” to reissue a second edition under a brand‑new format. A meeting place for reflection and training, “Les Impériales” became a major event bringing together all professionals and players in the sector, offering them an unprecedented platform for exchanging experiences and knowledge.

In 2018, Anouar Sabri created the eponymous association “Les Impériales”, whose main mission is to ensure the continuity of the event. It was a successful bet: “Les Impériales” 2019 and 2020 were a great success, managing to bring together industry professionals, advertisers, publicists, media, marketing, and data experts. Keynotes, panels, workshops, thematic evenings dedicated to brands, tributes, and awards enlivened the communication galaxy for five days and welcomed over 3,000 attendees.

From Memory to Future

Throughout his career, Anouar Sabri has developed a guiding vision at the core of all his actions: to unite, boost, and restore the prestige of a sector he is passionate about. Alongside Les Impériales, he founded the first Museum of Advertising and Media, which retraces a century of press and advertising in Morocco. As the saying goes, "Knowing where you come from and where you are can help you design the next step". The Museum’s vocation is to highlight the diversity and richness of advertising creation in Morocco, from its beginnings to its most recent works, while also showcasing the evolution of communication and media professions. The Museum reveals to the public the immense wealth of Moroccan advertising production, as well as the expertise of professionals in the sector. Old posters, TV spots, advertising inserts, packaging, and retrospectives are all part of the collection exhibited, shaping this sociological art that has become an essential component of our collective memory. Conceived as a traveling museum, the Museum of Advertising and Media made a stop in Rabat in June 2019, hosted by the Ministry of Culture and Communication, in the presence of Minister Mohamed Laaraj.

More than ever driven by the ambition to progress, Anouar Sabri also seeks to envision the future with his colleagues in the sector: defining its challenges, imagining solutions, and projecting forward. The spirit of the “Cénacle” was naturally reborn within the Association Les Impériales, through initiatives such as “Les Mornings” and “Les Bancs du savoir”. Les Mornings are monthly meetings that bring together marketing, media, and communication professionals for dialogue on key events and national and international news. As for the “knowledge benches,” they are cycles of conferences, free and open to the public, led by intellectuals, historians, writers, and philosophers, aimed at popularizing knowledge and encouraging reflection on major cultural and societal issues. Prestigious guests of these meetings have included Mouna Hachim, Kenza Sefrioui, Ouidad Benmoussa, and Bahaa Trabelsi, among others.

The Associative Spirit

Anouar Sabri's sense of community is not limited to the professional world. Throughout his career, he has cultivated a rich and diversified community life. Since 2002, and continuing to this day, Anouar Sabri has been a member and former Past‑President of the Rotary Club of Casa‑Palmier, actively involved in numerous social and charitable projects.

But Anouar Sabri has never forgotten his native region. Despite its exceptional geographical position in the northwest of the Kingdom and its many potentialities, it still suffers from a poverty rate higher than the national average. Keen to contribute to the development of his homeland, he founded the YED NAJMA Association to meet the specific needs of individuals and families in precarious situations.

Likewise, as the son of teachers and with a father passionate about soccer, Anouar Sabri is convinced that sport is also a powerful vehicle for development and education. For the children of his city, he created the Rashad Football Club and the Rashad Football School, aiming to be a major and useful actor for the region. Their mission is to teach soccer to the youth of Sidi Yahya El Gharb, help them progress, and provide both support and quality training. Here, young people receive coaching from numerous volunteers, including employees of IMPERIUM MEDIA, the first donor and official sponsor of the association’s activities. Imperium is also the official sponsor of the SYG Basketball Club, where Anouar Sabri serves as Honorary Vice President.

A Close Bond to Terroir

By creating YANAY, a company producing and distributing local honey and olive oil, Anouar Sabri has maintained strong ties with his native land, reputed to be the Kingdom’s first beekeeping region. The company leverages managerial expertise to move beyond traditional commercial channels, establishing a true brand with its own identity, branding, and communication strategy. Under Anouar Sabri’s leadership, Yanay has become an exclusive line of honeys and olive oils sourced from the finest Moroccan terroirs, perpetuating ancestral agricultural practices while integrating modern management and communication resources.