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In 1996, Marketing Mix was established as Egypt's first marketing consultancy firm to be founded by marketing practitioners with FMCG background. Since its inception, Marketing Mix has played a key role in successfully turning around many businesses in Egypt and launching new products, the majority of which are taught at major universities as case studies.

Today, after 15 years of success in the Egyptian market, the success stories continue with a large successful track record and experience in diversified fields, such as FMCGs, Personal Care Products, Telecommunication, Financial Services, B2B industrial products and many others.

Ms. Randa Abdou, Marketing Mix and Creative Lab Agency


On November 24, Ms. Randa Abdou, a seasoned marketing expert and entrepreneur, spent the morning sharing her stories and personal inspiration with a select group of young marketers for the inaugural Marketing Executive Development Session (MEEP). Abdou focused the group on her personal mantra: that within every problem lies great opportunity. She highlighted particular problems she had face in her life and how from them different opportunities arose.

She reminded the group that you should always work for yourself. She explained the times in her life when she follow her instinct, whether it be to obtain a Master’s degree abroad or change careers, and explained that to truly be successful you must set your own rules.

In 1988, Randa started her career in advertising at Americana Advertising Agency, moving to market research with Procter & Gamble, where she was promoted to Market Research Planning Manager. Abdou did not feel fulfilled, however, by her work in market research. She worked diligently, however, keeping her dissatisfaction to herself, explaining that it is important to never let people know you when you are unhappy at your job. When she decided to leave P&G to work for a local snack company that was just being acquired by PepsiCo Foods, many people doubted the move. It appeared risky at the time to leave an established multinational for a local company that was just starting out. Abdou laughed as she explained that today, many of the people working in upper management at PepsiCo Foods (FritoLay) are the same people who told her she was making a mistake all those years ago.

Abdou left Pepsico Foods (FritoLay) as Marketing Manager to start her own venture. Thinking like a true entrepreneur, she identified a gap in the market and, in 1996, founded Marketing Mix, Egypt’s first marketing consultancy firm by practitioners with FMCG background. In 2001, she co-founded Creative Lab Advertising, and in 2009, co-founded ICE Branding. Abdou’s personal success stories as a marketing entrepreneur served as inspiration for all in attendance.

MEEP sessions are limited to 30 members and priority is reserved for marketers in the beginning stages of their careers. The small but dynamic group that attended Abdou’s session gained valuable advice and life lessons.

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