Breaking Trends, Making Waves:
The Power of a Unique Vision in Marketing.

In this exclusive interview, CP Magazine sits down with a pioneering force in marketing, Issa Abdallah, known for his bold, innovative approach. With over 14 years of experience across the automotive and consumer sectors, Issa serves as the Marketing Director at Al-Mulla & Behbehani Motors Co., overseeing marketing strategies for multiple prestigious brands within the Stellantis group.

Issa is celebrated for challenging convention, consistently crafting campaigns that connect global brands to local audiences in deeply impactful ways. From the highly regarded “Sharwakom” campaign for Jeep, which spotlighted traditional Kuwaiti values, to transforming Michelin’s brand engagement through culturally resonant messaging, Issa’s work reflects his mastery of combining data-driven insights with genuine storytelling. His achievements have earned him awards, including Best Creative Execution in MENA, underscoring his commitment to excellence and originality.

In this conversation, Issa shares the inspirations behind his groundbreaking campaigns, his approach to staying creatively energised amid rapidly changing market trends, and his views on leadership and team development. Readers will gain insight into the influences that have shaped his unique vision and the legacy he hopes to create within the marketing world. Join us as we uncover the story of a marketer whose passion for innovation continues to inspire.

Please introduce yourself to our readers.
I am Issa Abdallah, the Marketing Director at Al-Mulla & Behbehani Automotive. With over 14 years of experience in the marketing field, I have had the privilege of working across various sectors and industries, embracing each challenge as an opportunity to grow and innovate.

Tell us about your education and what, or who, motivated your interest in the field of Marketing.
I hold an MBA focused on marketing. My passion for the arts and creative fields led me to discover that marketing beautifully blends art and creativity in the business world.

You have a reputation for taking a different route in marketing. What drives you to go against the usual trends?
I have always aimed to make my communications unique by infusing a human touch, inspiring connection through relatable content.

You’ve worked with a variety of major brands in your career. What has been your most challenging project, and how did you approach it differently?
I would highlight the Lemazda campaign, or “Why Mazda,” which we developed for Mazda. It was a remarkable challenge, as we embraced a completely new approach to communication—something unprecedented for an automotive brand in Kuwait and the region. This bold strategy resonated beautifully in Kuwait and even reached Hiroshima, Japan.

Can you share an example of a time when breaking away from traditional marketing approaches led to unexpected success?
I led a transformative campaign for Michelin tyres that not only boosted sales but also inspired enthusiastic feedback. By blending the tyre’s design features with cherished Kuwaiti sayings, we crafted an unexpected connection that brought this global brand closer to the hearts of locals.

Your campaigns often stand out and are talked about across town. What’s your process for coming up with these ideas?
First, you need to understand your objective or campaign’s goal, how potential customers perceive your product or service, and various other factors. Once you have all this information, you can start crafting your campaign in an innovative and relatable way.

The “Sharwakom” campaign was a huge success. Can you tell us the story behind its creation?
Jeep, as a brand, promises its audience values like authenticity, elegance, passion, and adventure. We knew these values resonated with Kuwaiti culture, so we wanted to connect them. We found that the classic Arabic word “Sharwakom” perfectly encapsulated this connection.

In your current role at Al Mulla & Behbehani Motors, you oversee multiple brands. How do you balance distinct brand identities while staying true to your unique marketing approach?
This can be quite challenging. The key is to combine a creative approach while staying true to each brand’s essence. It often takes time to persuade decision-makers to accept new directions, but persistence is crucial.

You’ve won several awards, including Best Creative Execution in MENA. What do these recognitions mean to you personally?
They hold immense significance for me. It’s a journey of believing in an idea, fighting for it, and finally having it recognised. That feeling is truly empowering and keeps me motivated.

How do you stay ahead of emerging marketing trends while still maintaining your personal touch?
My personal touch remains consistent, continually evolving to inspire. I adopt both offline and online trends while closely observing shifts in customer preferences.

You’ve successfully led cross-functional teams throughout your career. What’s your leadership philosophy when it comes to inspiring and managing teams?
My philosophy is that we are all in the workplace to grow and learn through our daily tasks. I am committed to my team’s learning journey, encouraging them to observe and absorb knowledge at every opportunity, so I can help inspire their careers.

Outside of work, what inspires you to keep pushing creative boundaries in marketing?
It all starts with your mindset. Art, ideas, and creativity are all around; it’s about opening your mind to those signals.

Many people admire your boldness in taking risks. What’s your advice to young marketers who want to stand out but are hesitant to go against the norm?
I encourage them to fight for the ideas they believe in, while keeping business objectives and other key aspects in mind. This approach brings diversity to the marketing industry and inspires new trends and methods.

What hobbies or activities are you passionate about beyond your work in marketing?
I paint and sketch, bringing ideas to life. I also compose and play music, including instruments like the oud and keyboard. I enjoy sports such as football and padel, and I used to skydive.

You’ve travelled for work and collaborated internationally. Is there a place or culture that left a lasting impression on you?
Yes, definitely. Japanese culture has had a lasting impact on me with its strong work ethic, attention to detail, and profound respect for tradition.

What’s the most impactful book or piece of advice that has influenced your life or career?
I don’t have a specific book that stands out, but I find valuable insights in every book I read. I also tend not to rely heavily on advice; instead, I learn from my mistakes and experiences.

Finally, what’s next for you? Are there any new directions or industries you’re excited to explore in the near future?
Let’s wait and see.

Your message for us at CP magazine.
I sincerely appreciate this wonderful interview. Continue the excellent work in covering inspiring people in the community, and I wish you great success.