In the fast-paced world of business and marketing, true leaders often let their actions speak louder than words. Such is the story of a man who began his journey in the publishing industry, working behind the scenes to elevate a family-owned firm that had become a pillar in the Middle East. Over the years, he quietly expanded his influence, bringing fresh ideas and strategic thinking to the table.
After moving to Kuwait, he took on the challenging role of managing Crowne Plaza Intercontinental and Ruby Tuesday across the region, overseeing 30 restaurants with a steady hand and an eye for detail. His approach was always deliberate, seeing opportunities where others saw obstacles, while never losing sight of the bigger picture.
With a natural talent for marketing, refined through a course at the American University of Cairo, he led impactful campaigns as the Head of Marketing for Food Choice and a prominent restaurant group. His efforts garnered recognition as one of the 200 Global Power Leaders in Marketing & Communications from White Page International in the UK. Previously, he contributed his expertise to ALTHIQA Group of Companies and Sultan Center, leaving a mark on each organization with his creative strategies and insightful approach.
This quiet force is Hussein Elsayed—a strategist, mentor, and visionary who remains focused on creating lasting impact, one thoughtful decision at a time.
From Legacy to Leadership
Born in Egypt, Hussein’s journey is marked by a deep passion for marketing and a relentless pursuit of excellence. His early years in the United States, including high school at the Riverside Military Academy in Gainesville, Georgia, shaped his disciplined approach to life. Even as a teenager, Hussein displayed an affinity for business and marketing, a passion that only grew stronger as he matured.
After returning to Egypt for his higher education, he earned a bachelor’s degree in Business Administration with a focus on marketing from Cairo University. This period marked a pivotal chapter as he joined his family’s publishing firm, a business established by his grandfather in 1930. As the third generation involved in this legacy, Hussein was instrumental in expanding the firm’s reach, managing communication with international authors, translating works, and overseeing the Cairo Book Fair for three consecutive years.
In 2005, driven by a desire to forge his own path, Hussein founded his own publishing venture, Nada Culture for Business Development. However, his career took a significant turn in 2007 when he moved to Kuwait. There, he managed multiple high-profile properties, including Crowne Plaza Intercontinental and Ruby Tuesday restaurants across the Middle East, overseeing operations for 30 restaurants. His leadership and strategic thinking shone through in this challenging role.
Throughout his career, Hussein has consistently sought to enhance his knowledge and skills, taking numerous courses, including those at the American University of Cairo. A true marketing professional at heart, he embraces every opportunity to connect with people, develop strategic insights, and drive business growth. For Hussein, marketing is not just a profession; it’s a passion that aligns seamlessly with his personal and social life, making him a natural communicator and a strategic thinker.
Approach to Creative Marketing and Emotional Advertising
Hussein is highly organized and passionate about every aspect of his work. He consistently writes notes, carrying a notebook wherever he goes, even to meetings or visits to the office. His philosophy is to offload small thoughts onto paper, freeing up his mind to focus on bigger, more important matters.
When asked what sets him apart as a leader in the marketing field, Hussein offers a story that illustrates his distinctiveness. While he refrains from calling himself “unique,” he prefers to describe himself as “different.” He believes that everyone is born with a metaphorical diamond—a talent or potential—though it often gathers dust due to life’s challenges. Hussein sees his own journey as one of polishing this diamond, allowing his true potential to shine through. He believes that the human mind, despite life’s struggles and external pressures, can be refined to reveal greatness.
Hussein doesn’t believe in simply thinking “outside the box”—he believes he has no box at all. He embraces creativity and bold ideas, steering clear of traditional marketing approaches. His unconventional thinking has earned him several accolades, including being named a 200 Global Leader in 2023, and receiving awards for outstanding leadership in marketing for 2022 and 2024. Though he has been invited to pursue more awards, Hussein is currently focused on establishing his company and isn’t ready to travel for further recognition.
In the field of human development, Hussein’s capabilities as a trainer have been widely acknowledged. During a particular evaluation, a judge praised him for having both a great mind and heart, qualities that often attract resistance from those with a more limited perspective. Hussein took these words to heart, using them as motivation to continue his journey without relying on external validation. Another judge praised his confidence and competence as a trainer, reinforcing his reputation in the field.
Hussein is also the founder of brands like Emotional Advertising and Mars and Venus Advertising. The latter concept was inspired by the book *Men Are from Mars, Women Are from Venus* by John Gray. He recognized that marketing to men and women requires different approaches—catering to the specific needs and preferences of each gender. For example, while advertising cars, he emphasizes features like speed and horsepower for men, and colors and options for women. This innovative approach has allowed him to develop a brand that is distinct and registered worldwide.
Hussein believes that effective advertising must touch people’s hearts, as most purchasing decisions are driven by emotion rather than logic. His goal is to generate a strong return on investment (ROI) for his clients, understanding that the success of any business is ultimately measured by what it gains in relation to what it spends. He emphasizes that when the ROI exceeds the investment, it results in satisfaction for both the management and the customer. For Hussein, delivering value and achieving a favorable ROI is the core of any successful business strategy.
Journey to Transform Marketing through Connection
Hussien left the Fickle Group in 2019 and decided to focus on training and coaching. He was invited to speak at a Customer Engagement Technology (CET) event in Dubai, where he addressed an audience of 1,400 at the JW Marriott Kuwait. His presentation featured a case study about a campaign he executed that transformed the marketing landscape in Kuwait, gaining significant media attention.
In 2020, amidst the COVID-19 pandemic, Hussien launched his own brand centered on emotional advertising. He explained his concept by discussing consumer behavior at different life stages. When individuals are single, they make purchasing decisions independently. However, once they get married, decision-making often shifts to a collaborative effort between partners, with the woman typically influencing where they go. As families grow, children’s preferences start to dominate these decisions, as parents aim to ensure their kids are happy.
From these insights, Hussien developed the idea of emotional advertising, distinct from emotional marketing. He views emotional advertising as a comprehensive approach that encompasses branding, advertising, social media, loyalty programs, and even sales—all under the marketing umbrella. He emphasized that for an organization to succeed, marketing and sales must align perfectly. If sales and operations teams are involved in the marketing process, they are more likely to feel ownership of the campaign, which can lead to greater success. Conversely, if marketing initiatives are presented in isolation, they may lack the necessary buy-in from the sales team, potentially leading to failure.
Hussien introduced a concept called the Yuka pyramid, inspired by his son’s nickname, “Yuka.” He later discovered that “Yuka” is a Chinese word meaning everything positive, which aligns with his philosophy of creating positive emotional connections through advertising.
The Yuka Pyramid
Hussien expressed his happiness and discussed the concept of the “Yuka Pyramid.” He explained that every person needs to satisfy their basic needs, which include love, food, and emotional connections. This foundational aspect constitutes 85% of the pyramid. He emphasized that if someone isn’t earning a good salary, they won’t be happy, no matter the luxuries they might have later.
According to Hussien, the next layer, accounting for 14%, includes necessities like a car, a house, and relationships. The final 1% represents luxury items and emotional branding. He highlighted the importance of understanding the target audience and using appropriate marketing channels, such as Instagram and Snapchat, particularly in places like Kuwait, where traditional platforms like Facebook have less impact.
He advised marketing leaders to be themselves, stay active, and lead with a calm mindset. Hussien stressed the importance of not transferring stress from top management to the team. He promotes a collaborative work environment, encouraging team members to manage their tasks independently without micromanagement. He believes in empowering his team and cultivating leaders rather than followers, fostering a culture of creativity and responsibility.
Hussien also emphasized the importance of results over rigid work structures, encouraging his team to take ownership of their tasks and work flexibly. He sees himself as a trend creator rather than an imitator, advocating for innovative ideas rather than copying existing ones.
Finally, he expressed gratitude for the conversation, highlighting the value of emotional advertising and the significance of his family in his life, encouraging the listener not to forget about his children.
Investing in Future Generations
Hussien works diligently for his family and has achieved a lot throughout his career. Despite his efforts, he doesn’t intend to leave money for his kids. Instead, he plans to invest his resources wisely, aiming to put millions into their future. His priority is to enhance their minds and abilities rather than just providing financial support.
Hussien has two children, a boy named Yousef and a girl named Nour. He believes in investing in their education and sports, emphasizing the importance of mental development over traditional school education. He feels that conventional schooling does not teach essential life skills, especially how to earn money.
Hussien has pursued higher education, having completed his master’s degree and currently working on his Doctorate in Business Administration (DBA). He is also involved with the United Nations, further highlighting his commitment to personal and professional growth.
Personal Life
Hussein is a devoted family man, cherishing his children, Nour and Yousef, whose names are derived from the Qur’an Shareef. He expresses immense pride and happiness for their support, which strengthens his resolve and passion for family values amidst life’s challenges. His love for them is the foundation of his life.
Celebrating Hussein’s Impact in Marketing
Hussein has received numerous accolades for his significant contributions to the marketing field, including the prestigious Marketing 2.0 Outstanding Leadership Award from the Marketing Conference. His work has not only garnered recognition but also sparked conversations across the region.
One of his notable achievements was his involvement in a campaign that captured widespread attention, going viral on social media throughout the Gulf Cooperation Council (GCC). This initiative delivered an impressive return on investment and transformed the advertising landscape in Kuwait.
Additionally, Hussein had the honor of being invited to speak at Kuwait University, where he shared his insights with students, an experience he values deeply.