With the appointment of Mohamed Benchaâboun as the president of Maroc Telecom, a recognized figure known for his modernist approach and efficiency in business management, a new era is unfolding for the historic telecom operator.
Before taking the helm of Banque Populaire, Mohamed Benchaâboun had served as the regulator of Morocco’s telecommunications sector, solidifying his expertise in a field that is constantly evolving. His tenure at Banque Populaire was marked by a profound transformation, elevating the institution to the rank of the country's leading bank.
As Minister of Economy and Finance (2018-2021), Benchaâboun distinguished himself through his diligence, rigorous methodology, and widely acknowledged expertise. He was among the rare ministers respected by representatives of both chambers of the Moroccan Parliament, a testament to the regard in which political actors held him for his mastery of economic and financial affairs. He closely monitored the evolution of Maroc Telecom, in which the State still held 30% of the capital before reducing this stake to 22% following the sale of 8% of shares in 2019.
It is therefore no surprise that his first initiative at the head of Maroc Telecom follows an innovative approach.
Coinciding with the appointment of Mohamed Benchaâboun, for the first time, the second-largest company listed on the Casablanca Stock Exchange is combining artificial intelligence and augmented reality in an advertisement aired for the month of Ramadan.
Produced in a virtual studio, this ad features Moroccan artists Aziz Dadas and Ibtissam Laaroussi in a hilarious parody of Pirates of the Caribbean.
This bold choice, infused with modernity and refinement, sends a strong message: a clear commitment to revolutionizing a sector facing heightened international competition and major technological challenges.
A new era is dawning for Maroc Telecom, marked by innovation and excellence. Best wishes for this ambitious vision!