A whole generation in one man : Edmond (Eddie) Moutran embodied the spirit of initiative, passion, perseverance, success and the love of life

How can I write about the passing of my beloved friend Edmond (Eddie) Moutran, the exceptional man who has always been distinguished by his love of life, the spirit of initiative, passion, perseverance, and the acumen of scoring successes despite the challenges ? How can I best describe, or rather give justice, to one of the brightest professional Lebanese pioneers in the marketing, communications and advertising sector throughout the entire MENA region, from Bahrain, to Saudi Arabia and the United Arab Emirates, to Cairo, and finally to our beloved Beirut ? How can I bid farewell to one of the cornerstones of the “Land of Cedars”, especially that his loss today feels like we’re losing yet another pillar of Lebanon, one that’s very much needed for the country’s desired national economic recovery ? Finally, how can I mourn a man who was a loyal, loving and caring friend to my father and my family with all its members… a man who was like a big brother to me personally ? !

Professionally, Eddie’s absence is a heavy loss to the whole advertising industry in MENA. His career and impressive track record attest to his success – through his companies MEMAC Ogilvy & Mather and Group M, and his team spread across the entire region – in propelling the regional marketing, communications and advertising sector to international standards; and in building the most prominent regional brand names, while relentlessly promoting global and local brands, products and services to consumers, from Mashreq to Maghreb.

Personally, I’m speechless, or rather devastated facing the departure of family members, friends and loved ones ! Of course, it is God’s will and I accept it with faith and prayers. Eddie’s loss is heavy, heartbreaking for me, my spouse Maya, my mother Rose, and my sister Lena, as well as our whole family and team members. My heart, mind and prayers are with the Moutran family members, friends and colleagues in Lebanon, and with all those who had the privilege of working closely with our beloved Eddie, especially his remarkable wife Liliane... as well as Ramzi, Nabil, Sami, and Natasha.

Finally, I bid farewell to my beloved friend who always wanted to face life – with its bittersweetness, ups and downs – in his own way, inspired by his favorite Frank Sinatra song: My Way. In my turn, I say to Eddie: I love you wholeheartedly, « All the Way » !

Pierre Antoine CHOUEIRI

Chairman and CEO, Choueiri Group