Les Impériales unveil first insights from the 2035 prospective study

During its annual "LI Ftour 2025" event held on March 13 in Casablanca, the Association Les Impériales unveiled the first insights from the 2035 Prospective Study. This strategic initiative aims to anticipate the transformations in Morocco’s marketing, communication, media, digital, and event industries. Spearheaded by the association's Research Committee, the study aligns with the objectives of Morocco’s New Development Model (NMD) 2035, offering an informed vision and key action levers to navigate these changes.

Rather than merely publishing findings, the study fosters an ongoing collective reflection, using a mixed methodology that combines quantitative and qualitative analyses, industry surveys, expert interviews, and benchmarking of international best practices. The culmination of this research will be a white paper providing structured insights into the industry's transformation.

In a rapidly evolving economic, technological, and societal landscape, the study highlights the crucial role of communication and marketing in supporting public policies and enhancing Morocco’s international image. "This study serves as a compass," said Anouar Sabri, President of Les Impériales. "It does not offer definitive answers but raises the right questions and proposes actionable strategies for the industry's future."

Key Drivers of Transformation: Human Capital and Digitalization

The study identifies several essential levers for the industry's future. Human capital ranks as a top priority, with respondents emphasizing the importance of skills development and training to adapt to emerging technologies and sustain talent engagement in a rapidly changing environment.

Simultaneously, technological advancements and digital transformation are recognized as indispensable tools for enhancing productivity and integrating advanced technologies. These innovations present both challenges and strategic opportunities, requiring ethical and efficient implementation.

Agility, Innovation, and Industry Evolution

The study underscores the necessity for agility and adaptability in an ever-evolving market. Respondents stress the importance of reacting swiftly to new trends and fostering creativity to maintain a competitive edge. However, challenges such as limited innovation, talent development, financial constraints, and rising competition pose significant hurdles for the industry by 2035.

Additionally, the study addresses the evolving nature of marketing and communication professions, balancing specialization and versatility. While some advocate for maintaining niche expertise, others emphasize multidisciplinary skills, particularly in data analytics, digital marketing, and emerging technologies. Continuous learning and cross-sector collaboration are essential for optimizing synergies and meeting the demands of innovation and competitiveness.

Addressing Industry Challenges

The study also highlights critical concerns, including the risk of lagging behind in innovation and technology adoption. Funding and access to resources for digital transition remain major challenges. Although artificial intelligence (AI) is viewed as an opportunity, it also raises concerns about job displacement and skill evolution. Addressing these challenges is crucial to ensure that Morocco's marketing, communication, and digital industries can effectively contribute to the country’s vision for 2035.

About Les Impériales

Founded in 2018, Les Impériales unites professionals from Morocco’s marketing, communication, media, digital, and event industries. The association fosters industry growth, promotes public-private sector collaboration, and supports strategic projects of national interest.

Les Impériales organizes multiple events, including Les Impériales Mornings, Afterworks, and Ftour’s, and has recently launched the Moroccan Observatory Les Impériales.

For more information, visit: https://www.lesimperiales.com/