Wael Jabi’s Post

Probably the hardest part of my global brand role is to keep the boat pointing in the same direction that the founder pointed it to 90 years ago. Great to see more evidence of the power of consistency coming from from System1 Thanks Andrew Tindall

Fun work with Peter Quinn, thanks to Barry Christie and ILLYA Kondratyuk. #Haveabreak Hopefully future tech developments wont interrupt our breaks this way.

Delighted to see encouraging data from System1 testing on the new global KitKat ad. Very well said too: the power of KitKat is the consistency of the positioning for so many years. #turning90nextyear Thanks Andrew Tindall for sharing these insights. Love following his page to see effectiveness of work across industries. Always insightful.

😨 66% of people say they don't take proper quality breaks 👎 Breaks are broken in today's society. ✋ We need to get better at having proper breaks. 🍫 We need to break better. Remember 'breath work'? That thing people were consciously training themselves on when they realized they forgot how to breathe properly? We need the same for breaks! When you're having a shower, you're not having an ice cream. So when you're having a break, HAVE A BREAK 🧐 Proud to have contributed to the start of this new global campaign idea for KitKat - built on a deep human truth that is so universal. Yes, validated by data. And yes Market Z - it IS relevant for your market too. Can't wait to see how all markets will bring this campaign to life & amplify it locally. KitKat India team already did a FANTASTIC job bringing it to life, check it out: https://lnkd.in/eUuHTP_x Big thanks to the dream team that made it happen: Chris O'Donnell Laura Pass Tom Drew Will Simpson Rowan Vicky Marlow Dan Tendler Tim Boxall Inge Selawry Keara Voigt Ignatius D'souza Arush Kochhar Amy A. VML TEAM Hogarth TEAM Kantar TEAM Human8 TEAM & all the Nestlé market teams who were supporting & cheering us on (& financing us 😁 ) Rouven E. Lochmüller Stephanie Scales Mark Davies Rupali Rattan Kaushik Mandula Shannon Wright Sarah Lewis Melanie Chen Riona Coller Aseem Gulati Excellent support from my platform partner squad, especially Barry Christie ILLYA Kondratyuk 😍 Emery Rogers Bugra Tiras & special thanks to Freddie Mercury & QUEEN for this iconic track.

Some partnerships are made for each other. really. Hats off to the KitKat India team Rupali Rattan Kaushik Mandula #kitkatflix

Some partnerships are just made for each other. Then there is this. #kitkatchup #weirdfoodcombo

#WeirdFoodCombo is a thing. Sophie Drury showed us a KitKat one. What do you guys think? cc Kraft Heinz

Imagine that for almost 90 years, hundreds of thousands of handovers between brand managers at global, regional and local level maintained KitKat's positioning set by a man called George Harris in 1935. The result? Check out what marketing guru Mark Ritson thinks! A great read for fellow brand builders in all industries and an even greater recognition to the Rowntree family & its employees, Hershey's, my colleagues at Nestle and our agency partners starting with JWT, WT and now VML. There are so many people who have dedicated so much of their time for this iconic brand. A snapshot of 25 (linkedIN has a limit sadly) of the +1,000 KitKat living legends: Chris O'Donnell, Corinne Gabler, Mark Davies, Simone Touma, Stewart Dryburgh, Alexander von Maillot, Liberato Milo, David Rennie, Rouven E. Lochmüller, Jon Lambert, Florence Audoyer, Laura Pass, Fernando Diogo, Olivier Jakubowicz, AURA SANCHEZ FARRERA, Arush Kochhar, Pamela Reátegui Rossel, Patricia Nacamuta, + the hundreds more that i have missed !!

Today i would like to announce that i have achieved nothing significant. I have not been promoted, nor won an award that i can brag about. I have only survived through Monday. Thank you for reading. #haveaBreak