Hazar Makni: Work, Creativity and Innovation

Hazar Makni, you have agreed to take part in this series of interviews for La Sultane, and we thank you for it.

Hazar Makni, a Tunisian citizen, mother of two adorable children (Eya and Omar). I am the communications manager of a young association, "Safahat", which works for cultural development in Tunisia. And I work in the field of digital communication. Having gained substantial experience in game development, drawing inspiration from innovative ventures around the world, we were among the first to develop advergames (advertising games) in Tunisia.

Hazar Makni at a Glance

1- Hazar Makni, tell us about yourself and your career. Tell us: what is the most important thing in your professional life?

Hazar Makni, a Tunisian citizen, mother of two adorable children (Eya and Omar). I am the communications manager of a young association, "Safahat", which works for cultural development in Tunisia. And I work in the field of digital communication. Our company is called NOON (thenoonagency.com) and we specialise in communication through gaming.

Holding a Master's in Management Information Systems (Maîtrise en Informatique de Gestion) from ISG, I began my career as a developer. We built educational applications for children.

Little by little, I gave up development. We also had to give up our educational project, reluctantly. It was no longer profitable, with our products being sold in pirated form at half price.

Having gained substantial experience in game development, drawing inspiration from innovative ventures around the world, we were among the first to develop advergames (advertising games) in Tunisia.

Today it has become a speciality. We develop games ranging from the very simplest to the most complex, across several digital media and channels (web, tablets, mobile, VR headsets, and so on), using various technologies such as Augmented Reality or Virtual Reality. In other words, we use games as an advertising and educational medium — and even as a training tool, thanks to game concepts designed specially for team-building events.

We also took part in developing a concept that combines digital with a classic media channel, namely radio. That experience was particularly rewarding for me, because it first allowed me to meet some exceptional people and also to fulfil a childhood dream by helping to present the radio programme "Decision Makers".

In my life, both personal and professional, I attach great importance to the human dimension. I believe empathy allows us to build exceptional, authentic relationships that last. It quite simply allows us to be more human.

2- Where did the idea or the desire to embark on the digital adventure come from?

Hazar Makni: To be honest, embarking on the digital adventure was not really a premeditated act!

In truth, the choice I had made at the outset was to find myself in a rather "educational" adventure — that was something I truly cared about. And it was thanks to my mentor at the time that this adventure came to life.

Back then, we had fun looking for a name for our mascot, thinking about the new educational game to develop, and the values we were going to instil in young children.

A combination of circumstances made the adventure change course along the way. We faced several choices, and it was precisely the "child" in me that pushed me toward the path that would satisfy that need — creativity, and the search for ever more innovative concepts.

3- Tell us about the challenges you face day to day. Those of your early days and those you expect in the future.

Hazar Makni: At first, our biggest challenge was landing the first projects. We had to convince marketers used to communicating through conventional means such as posters, adverts or banners that, if they really wanted to be in digital, they should develop a game to promote a product or a service.

I think we were so convinced of the impact advergames could have that we managed to win over our first clients — and, thank God, they were not disappointed!

Even today, it is not always easy to convince some of our clients to go for innovative ideas that stand out from the crowd, especially when it comes to concepts based on new technologies.

Personally, I find these challenges are part of the game, especially when you operate in an environment as fast-changing as digital. They motivate us and keep us up to date.

4- What is the one thing you would do now if you had more resources? How do you see yourself in 5 years' time?

Hazar Makni: Invest more in innovative equipment. Sometimes it is not a question of money at all, but of availability. In Tunisia, we still have difficulty acquiring or importing technological equipment.

Acquiring this equipment would allow projects we have in mind and hold dear to see the light of day, and would also allow our country to become an exporter of innovative digital solutions.

In 5 years' time, I see our agency positioned among the leading digital communication agencies in Africa. It is a dream, but we are working to make it come true.

5- Is there a cause close to your heart, a battle to fight? Why?

Hazar Makni: There are two causes close to my heart: education and ecology.

Ecology, because our planet is suffering more and more because of the thoughtless behaviour of its inhabitants. Take Tunisia, whose environmental situation is becoming truly alarming. Just look at the archaeological sites, beaches and green spaces, all polluted. I am seriously worried about the future we are leaving our children — and even about the present.

And education. Because I am convinced that it is through good education that we manage to progress and build civilisations. In this delicate phase our country is going through, we need, more than ever, to invest in education. Because it is an investment in future generations — the generations who will build the Tunisia of tomorrow.

6- What do you dream of achieving?

Hazar Makni: I dream of a world in which love reigns. I dream of a Tunisia where life is good. A Tunisia that is free, but also clean, where the law is respected by everyone. Without exception. Where citizens love one another and devote themselves to their work.

For my part, I try to do my share. Because it is a collective effort in which everyone must do their best.

7- Here is a question I always ask. Name your favourite book. The one you recommend to those around you, without the slightest hesitation?

Hazar Makni: Le philosophe qui n'était pas sage by Laurent Gounelle. It is a book that made a particular impression on me and that I warmly recommend.

8- Finally, what advice would you give to young entrepreneurs today?

Hazar Makni: Never stop dreaming, never give up. The situation is difficult, admittedly, but you must not give up!

In our culture, we struggle to accept failure, when in fact it is a step towards success. Savour every moment of your life, and live your emotions to the full.

Thank you.