Sami Saab is the Founder, CEO, and Creative Director of Phenomena, with over 28 years of experience in communication. Known for his bold and controversial campaigns, Sami has built a reputation for executing innovative and fearless ideas.

Before founding Phenomena in 2013, Sami served as Regional Creative Director at Publicis Beirut until 2008, Creative Director at Impact BBDO Qatar, and Executive Creative Director at Fortune Promo Seven KSA. In 2009, he co-founded Clémentine ad agency and led its creative direction.

Sami's work has earned him over 51 local, regional, and international awards from prestigious entities such as White Square, Dubai Lynx, Pikasso d'Or, MENA Crystal Awards, Jordan Advertising Awards, Lebanon Print Awards, and Les Phénix de la Pub. He has also served as a jury member for Pikasso D'Or in 2012, MENA Cristal Awards in 2016, and Pikasso D'Or in 2023.

Passionate about communication, Sami frequently lectures at various universities on topics such as clever communication, political communication, and phenomenal communication.

He is an executive committee member of several organizations, including TFI Tobacco Free Initiative since 2013, THE GRACESE NGO since 2015, and the Advertising Association in Lebanon (AA) since 2016. In 2019, he co-founded the Red Line 'Ana Khat Ahmar' movement, and in 2021, he co- founded ACT Achieve Change Today. Sami is also a member of RDCL and The Private Sector Network since 2021.