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The medium is the message. Ilhem Allagui in a Korean innovation lab.


Currently Professor at Northwestern University in Qatar. I graduated from Université de Montréal-Canada (2006) with a PhD in Communication Sciences. Before that, I earned a Bachelor's degree in Business Administration from HEC Tunisia, a graduate degree in Marketing and a Master’s degree in Communication Sciences from Université de Montréal (2000). My professional experience includes Advertising/PR agency experience and Internet industry experience in Montréal. Prior to joining Northwestern University in Qatar (NUQ), I enjoyed teaching at the Université de Montréal, Département de Communication, HEC Montréal, Départment de Marketing, and American University of Sharjah (UAE), Mass Communication Department. I teach PR/Strategic Communication, Advertising and IMC, and Internet and Social Media Marketing. My research areas of interest include the cultural industries, advertising and PR, social media marketing communication, Internet adoption and usage, and Internet and social change, particularly in the MENA region. 

Ilhem Allagui; Advetising in MENA goes digital; Digital advertising; Middle East advertising

My research and publications cover the impact of digital transformations as well as advertising and PR practices in MENA.  My book Advertising in MENA goes digital (Routledge, 2019) fills a gap in the academic literature and sheds light on an industry little talked about in the region. The book traces the genealogy of advertising in the Middle East and North Africa and explores some of the transformations that the practice of the advertising business witnessed upon the adoption of new technologies and social media by the audiences in MENA. 


Mother of two, Ines Boujelben (PD Professional Doctor in Montreal) and Aymen Boujelben (Graduate student at Ivey Business School, London, Ontario), I am driven by discoveries and experiences.  




I also love swimming, biking and hiking with my family. 

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Hiking the Matterhorn, Zermatt.

Hiking the Matterhorn with Ines & Aymen, Zermatt.


Advertising / Public Relations

I write about marketing communication effectiveness and case studies from the MENA region.

Internet/ new media/ Social media

Principal Investigator of the Media Use in the Middle East survey (Qatar, 2019-present).

Founder and principal investigator of the Emirates Internet Project (United Arab Emirates 2007-2014). 

Understand media/new media adoption and usage with possible implications on individuals and groups. 

Internet and socio-political transformations

I write and speak about the transformations prompted by the Arab uprisings, in particular in the Tunisian case. 

Ilhem Allagui reserach interests & publications

Divides and inequalities

I am interested in subjects pertaining to gender divides, women and women empowerment as well as divides occurring in regards to technological adoption and media  especially between urban and rural areas.


2001 - 2006

Universite de Montreal. Canada.

PhD. Communication Sciences.

2000 - 2001

Universite de  Montreal. Canada.

Master's degree in communication sciences.

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