We were born old and we are aging backwards, we have a different DNA with genes inherited from giants in the Egyptian market. It all started since 1940, when our grand father Mr. Ashraf El Sawaf established Imperial printing and production house dominating the publishing market. Walking along, in 1980 Mr. Khairy El Mehalawii established Mehalawii for media production, producing the most important Egyptian series. The gene is transferred to Eng. John El Sawaf and Dr. Kamel El Mahalawy growing one of the most competitive full fledge creative agency in the Egyptian market since 2016.