TBWA\RAAD’s Talent Team has been awarded Best Talent Management Team at the Campaign Agency of the Year Middle East Awards! This recognition highlights the efforts of our Director of People, Claudinia Harper, and Senior HR Manager, Majida Tabch, in leading the team to success. Their people-first, results-driven approach to HR has redefined our culture, driven innovation, and established TBWA\RAAD as a workplace where talent thrives.

Previously Managing Director at TBWA\Shanghai and Global Brand Lead for Philips at TBWA\Neboko, Muriel Lechaczynski, TBWA\RAAD’s new Chief Growth Officer will draw on her extensive experience to harness the agency’s Disruption® methodology, driving business growth initiatives and strengthening relationships across the region.

Our Managing Director in Saudi Arabia, Dan Leach, stepped into Campaign Middle East’s “boxing match” at the Athar Festival of Creativity for a battle of perspectives on Local vs Global Agencies in Saudi Arabia. Representing global agencies, Dan spotlighted their competitive strengths. He emphasized TBWA\RAAD’s “Saudi-first” approach, and the importance of blending local insights with global expertise to achieve impactful business results that align with Vision 2030.

TBWA\RAAD has been named to Fast Company Middle East’s prestigious annual list of the Most Innovative Companies in the Middle East for the third consecutive year, achieving a double win by being recognized in both the Advertising and Workplace categories. The agency was recognized for its innovative use of Disruption® methodologies to drive transformative growth and for fostering an empowering workplace culture that nurtures creativity and innovation.

In preparation for the Future CMO Academy at the Athar Festival, organized in partnership with OMG MENA, TBWA\RAAD, and Impact BBDO, Campaign Middle East caught up with leaders from these Omnicom agencies to discuss this impactful initiative designed to empower the next generation of marketing leaders in Saudi Arabia.

In a recent interview with Arab News, TBWA\Worldwide President & CEO Troy Ruhanen discussed TBWA’s vision for a stronger commitment to building a future in Saudi Arabia. Sharing his views on the role of AI in the creative industry, Troy highlighted that it’s reshaping how agencies can drive strategic, growth-focused outcomes.

As the MENA region experiences growth and increased advertising spending, TBWA\Worldwide President & CEO Troy Ruhanen shared his insights with Fast Company Middle East on growth opportunities and the critical role of purpose-driven, inclusive campaigns in transforming advertising. While purpose-driven work is important, Troy emphasized what’s truly crucial: crafting real work for real clients with real impact. From giga projects to the rise of AI, he highlighted that combining technology with human curiosity is key to achieving this, with creativity remaining the most powerful tool for solving complex problems.

TBWA\RAAD has been recognized with the esteemed 2024 Great Place To Work Certification™. This significant achievement reflects the dedication and commitment of our employees and leadership to fostering an outstanding workplace culture. This milestone is a testament to the agency’s inclusive and supportive culture, and the impact of our relentless focus on elevating talent experience.

In an article for ArabAd, TBWA\RAAD’s Senior Copywriter, Abdollah Zeynabi, addressed the need for a revamp in Arabic advertising and called for an Arabic-first approach to campaigns, ensuring Arabic speakers deliver ads that authentically resonate with local audiences and reflect the richness of the language.

With his award-winning achievements and an in-depth understanding of the Saudi Arabian market, TBWA\RAAD’s new Head of Strategy in KSA Rawad EL Dahouk, will guiding the strategic output of the agency as it continues to strengthen its presence in the Kingdom. He will ensure TBWA\RAAD continues to deliver innovative, impactful solutions that align with the evolving needs of clients and the visionary goals of Vision 2030.

With Saudi Arabia undergoing a generational shift powered by an ambitious Gen Z population, our Head of Strategy in the Kingdom, Rawad El Dahouk, spoke to The Current about this generation’s expectations and how brands can effectively connect with them. He emphasized the importance of authenticity in advertising, stressing that brands must “speak local” and align with Gen Z values to truly resonate with this new wave of influential consumers.

In celebration of Emirati Women’s Day and in recognition of the incredible achievements and contributions of women in the UAE, TBWA\RAAD brought together influential figures from various fields, including leadership, education, entrepreneurship, and space exploration. Hosted at the agency, the event celebrated these remarkable women who have evolved from pioneers to visionaries, forging new paths and setting benchmarks across the MENA region.

Campaign Middle East explored the impact of gender representation in advertising with insights from several experts. Our Head of Communications, Romy Abdelnour, shared her perspectives on the industry’s transformative shift towards more inclusive portrayals of gender. From empowering women figures to embracing male vulnerability, she highlighted the importance of challenging stereotypes and ensuring that brands continue to lead the way in authentically representing the diversity and complexity of gender today.

In an insightful article with Campaign Middle East, our Chief Strategy Officer, Catherine Bannister, delves into the thought process behind Connection Quest and Roots Revival-two of the 41 “edges” spotted by TBWA’s cultural intelligence unit, Backslash. She unveils future-proof strategies for fostering genuine connections, embracing cultural heritage, and effectively resonating with MENA audiences.

Nissan Middle East, in partnership with TBWA\RAAD, has unveiled its first-ever brand campaign for “Defy Ordinary”, Nissan’s brand platform. This powerful platform has transcended Middle Eastern borders, extending into Africa, India, Europe (including Russia), and Oceania. “Defy Ordinary” is a bold manifesto, marking a historic moment that echoes the region’s relentless pursuit of excellence and innovation. It reflects Nissan’s 90-year legacy of challenging norms, driving innovation, and inspiring those who dare to dream beyond the ordinary. Nissan stands out by emphasizing the human experience, celebrating the power and potential of the individuals who drive the brand’s vehicles.

Fast Company Middle East gathered insights from the winners of the Most Innovative Companies on leading innovation in today’s rapidly evolving business landscape. Our Head of Communications, Romy Abdelnour, shared her perspectives on the essence of innovation, highlighting the significance of an ‘always in beta’ mindset and the need for companies to prioritize their most valuable asset: their people.

How can brands master Gen Z engagement? Our Senior Strategist, Aneeta Aby, cracks the code in Adforum’s latest article. She explores creative strategies to navigate key challenges and authentically connect with a generation known for their informed consumerism and digital fluency. Beyond mastering the latest trends, Aneeta suggests that businesses hire or consult with Gen Zers, while leveraging AI and social media to stay relevant.

With personalisation being the norm, people are looking for options that suit their unique likes and needs. du understands this and has launched its new du Home plans, offering mind-blowing speeds of up to 10Gbps and a wide variety of entertainment platforms so everyone can enjoy their home their way. This campaign challenges stereotypes and sets a new standard in personalised home experiences, ensuring that every customer can create a home environment that reflects their true selves.

TBWA\RAAD hosted its exclusive Edges 2024 event, welcoming clients, partners, and journalists to explore the most meaningful cultural shifts influencing the region. The event, curated by TBWA’s cultural intelligence unit, Backslash, offered attendees an immersive experience, highlighting how brands can align with these shifts to ensure sustained relevance and growth.

In ArabAd’s latest feature spotlighting the GCC’s top creative leaders, our Executive Creative Director, Frederico Roberto, shares his professional journey across cultures. He discusses what makes Dubai a creative hotspot in his eyes, the true essence of multicultural teamwork, and which awards hold a special place in his heart.

In the latest story published by Campaign Middle East on the tangible impact of implementing AR, VR, and AI, our Executive Digital Director, Rony Skaf, shared his insights on the evolving role of these technologies in the creative industry.

TBWA\RAAD Strategy Director, Astha Sirpaul, explored the transformative power of merging culture with data to craft compelling creative stories. In an article for Campaign Middle East, Astha shared her journey of transforming black-and-white numbers into colorful, impactful narratives.

The final installment of Campaign Middle East’s series on marketing trends delves into the intense competition for consumer attention in today’s digital landscape. It explores the diverse strategies brands are using to capture fleeting attention spans. The article features perspectives from our Strategic Planner, Mohammad El Tayech, on navigating this dynamic environment.

KFC has unveiled its latest campaign, “The Original Gamechangers,” created by TBWA\RAAD as part of the “Play KFC” platform in collaboration with the Saudi Esports Federation (SEF). This initiative seeks to revolutionize the gaming scene in the Kingdom of Saudi Arabia by highlighting and supporting female gamers. Demonstrating KFC’s dedication to inclusivity and diversity, “The Original Gamechangers” offers Saudi women a stage to display their skills and potential on the global esports stage.

The second part of Campaign Middle East’s series on Gen Z marketing trends spotlights their preference for authentic brand actions over mere slogans. With industry experts cautioning against overlooking Gen Z’s expectations and their significant influence on brand success, our Strategic Planner, Mohammad El Tayech, shares his views on building genuine brand connections with this influential generation.

While Gen Z is increasingly choosing to ‘unplug’ from social media, Campaign Middle East explored with industry experts the growing need to rethink marketing approaches and foster genuine connections with younger generations. Discover insights from our Strategic Planner, Mohammad El Tayech, in the full article.

Saudi Arabia is transforming rapidly, driven by bold initiatives and a spirit of disruption. In Campaign Middle East, Dan Leach, our MD in Saudi Arabia, discusses how Vision 2030 is reshaping the Kingdom and how TBWA\RAAD’s Disruption® philosophy actively participates in rewriting the narrative in KSA, positioning clients’ creative work at the forefront of local creativity that resonates worldwide.

TBWA\RAAD’s CEO, Reda Raad, discusses the explosive growth of the Middle East’s marketing sector with the Wall Street Journal. From Saudi Arabia to the UAE, he uncovers how economic diversification and digital connectivity are transforming the landscape.

In Campaign Middle East’s series on the pitching process in the advertising world, our Managing Director in Saudi Arabia, Dan Leach, shares his invaluable perspectives on the advantages and challenges shaping today’s pitching processes. From fostering healthy competition to navigating resource strains, he uncovers the balance agencies need to strive for in their pursuit of excellence.

TBWA\RAAD’s CEO Reda Raad has been named one of Campaign UK’s 40 Over 40 2024 winners. This prestigious accolade celebrates Reda’s outstanding leadership and transformative impact on the advertising industry. As the only honoree from the MENA region, Reda has been recognized for his groundbreaking creative projects and pioneering initiatives, fostering a culture of progression and inclusivity within the agency.

As TBWA\RAAD sets roots in Saudi Arabia’s dynamic advertising scene, our CEO, Reda Raad, shared his insights with Campaign Middle East about the Kingdom’s evolution and the exciting future ahead. From delivering impactful campaigns to nurturing top talent and leveraging cutting-edge technologies, Reda emphasized the agency’s commitment to redefining creative excellence in KSA.

In a bold and unprecedented move, Arabian Automobiles Company (AAC) has announced the launch of the “Nissan Pathfinder 2024 Be Unbound” campaign. This innovative initiative aims to redefine conventional success and inspire individuals to pursue their true passions by offering a unique opportunity: a full month of compensated sabbatical through the “Pathfinder Sabbaticals.”

TBWA\RAAD and TikTok MENA proudly released their collaborative whitepaper titled “Storytelling in the Next Creative Renaissance”, featuring diverse points of view and compelling case studies from Titkok MENA and TBWA offices across the Middle East and Africa. This insightful document explores the transformative role of creative technology in contemporary marketing strategies, offering invaluable perspectives on reshaping storytelling, fostering authentic connections, and amplifying audience engagement in today’s rapidly evolving digital landscape.

With the UAE authorizing ads on school buses, our Chief Strategy Officer, Catherine Bannister, shared her thoughts on this topic with “The Agenda Program” on Dubai Eye Radio Station. She believes that when regulated and carefully crafted, advertising campaigns can spark interesting conversations among students.

Seven of TBWARAAD’s shining pirates have been featured on Campaign Middle East’s Faces to Watch lists for 2024: Hind Remy, Ahmad Noor, Thea Yazbek, Karim El Khoury, Rand Hilal, Haripriya Khandelwal and Andy Hanna.

TBWA\RAAD’s Managing Director in Saudi Arabia, Dan Leach, sheds light on the agency’s strategic expansion within the Kingdom, outlining TBWA\RAAD’s ambitions to become the most creatively exciting agency in KSA.

Dive into the gripping world of “The Unusual Suspects,” the latest campaign by Arabian Automobiles Company (AAC) unveiling the standout features of the new Nissan Altima. In this intriguing series, AAC Nissan takes storytelling to new heights, introducing audiences to a captivating narrative set against the backdrop of Dubai’s bustling streets.

In the latest Private View section of Campaign Middle East, our Executive Creative Director, Frederico Roberto, shares his perspectives on marketing and advertising campaigns. He offers insights into the creative aspects, effectiveness, and impact of projects for various renowned brands.

In a bold move that’s set to shake up taste buds across the Middle East, KFC has joined forces with the iconic Cheetos to unveil the crunchiest collab yet: Crunchin’ Cheese Fried Chicken! An irresistible flavor fusion now on the menu as Original meets Crunchin’ Cheese in the Colonel’s Kitchen.

Seven of TBWA\RAAD’s shining pirates have been featured on Campaign Middle East’s Faces to Watch lists for 2024: Hind Remy, Ahmad Noor, Thea Yazbek, Karim El Khoury, Rand Hilal, Haripriya Khandelwal and Andy Hanna.

TBWA\RAAD’s Group Account Director, Yvie Balbuena, recently engaged in an insightful conversation with AdForum, highlighting the importance of women in advertising uplifting and inspiring one another. From paving the way for welcoming younger talent to addressing ageism, Yvie suggests approaches to create a more inclusive workplace.

Executive Creative Director and Sustainability Guru, Santiago Cuesta, shared his insights with AdForum on driving meaningful change towards a more sustainable world through creativity and purpose-driven advertising, positioning the industry as part of the solution in shaping a healthier planet.

At the exclusive Leaders Roundtable held at Dubai Lynx, our CEO, Reda Raad, sat with CEOs, MDs, and Chairmen from the biggest advertising agencies in the Middle East, actively engaging in the debate covering growth opportunities and challenges in the industry. He shared an optimistic perspective, highlighting the top-notch work in the region and emphasizing its world-class status.

Bringing a wealth of experience to the role, TBWA\RAAD’s newly-appointed Chief Strategy Officer, Catherine Bannister, will lead the strategic initiatives across diverse client portfolio. Her appointment underscores the agency’s commitment to crafting holistic brand experiences and driving strategic growth opportunities for clients.

In the heart of the bustling streets of City Walk Dubai, stands a mesmerizing, tech-infused holographic installation: “The Unmissable 50 Fils”. Beyond just awareness, this initiative showcases Deliveroo’s in-app round-up feature-a seamless integration of technology and social responsibility. With just a tap, users can contribute a mere 50 fils, aiding communities in need and helping combat food insecurities across the UAE.

In Titkok MENA’s Season 2 of their Moving Topics series, host and creator Amir De leon, leads insightful car conversations with Roland Zahra, General Manager Marketing Communications at Nissan Middle East, and Wassim Abi Salloum, Managing Director of Nissan United at TBWA\RAAD, about the innovation, technologies, and trends driving the automotive industry.

TBWA\RAAD has been recognized in Fast Company Middle East’s prestigious list of Best Workplaces for Women in 2024.

TBWA\RAAD celebrated International Women’s Day on March 8th by gathering its remarkable women to recognize and celebrate their achievements and announcing a new program to support its female workforce.

TBWA\RAAD’s panel at Dubai Lynx featured moderator, Joe Lahham, Managing Director, TBWA\RAAD and speakers, Eman Murad, Director of Marketing and Communications Enterprise at du and Ahmed Arafa, Marketing Director at KFC MENAPAKT & CIS.

The societal shift toward harnessing the immense potential of women in the workplace is paving the way for success

TBWA\RAAD’s Planning Director, Astha Sirpaul, shares her perspectives on how tailored advertising is reshaping the retail landscape, providing insights into innovative tools and personalized strategies that foster customer engagement and loyalty both online and offline.

In partnership with D&AD, TBWA\RAAD opened its Dubai doors to fresh graduates and early professionals, offering them a golden opportunity to showcase their work to seasoned creatives.

In her latest article for MediaCat Magazine, TBWA\RAAD’s Strategic Planner, Aneeta Aby, shares her insights on the pivotal role of cultural relevance for brands in advertising. The feature emphasizes the importance of understanding consumer desires.

With the popularity of social and digital media, the expectations and preferences of the modern consumer has shifted from traditional one-way marketing, requiring a significant shift in brand communication strategy. To learn more about this shift, we sat down with Tony Kayouka, TBWA\RAAD’s Head of Social and Content.

In a showcase of digital artistry, Nissan Middle East has recently revealed a CGI masterpiece featuring the iconic Patrol lineup on the billboard of City Walk Dubai. This viral video seamlessly integrates cutting-edge technology with a creative vision, portraying the Patrol against dynamic, surreal landscapes that mirror its robust elegance and advanced features.

The year ahead for creativity by Santiago Cuesta and Frederico Roberto, ECDs at TBWA\RAAD.

In an exciting collaboration announced earlier in 2023, TBWA\RAAD and Core42 are revolutionizing creativity with Jais. This dynamic partnership is set to amplify Arabic content online and shape the future of advertising. Noah Khan, Regional President of Digital & Innovation, CEE, Middle East and Africa at TBWA and Ihsan Anabtawi, Executive Vice-President and Chief Commercial Officer at Core42, recently spoke to Arab News about the potential and impact of this innovative partnership.

As agencies navigate critical junctures, agency culture surfaces as both the catalyst for innovation and the melting pot of its shortcomings. Communicate sat down with Reda Raad, CEO of TBWA\RAAD Middle East, to explore the current fabric of agency culture and what the next frontier of this realm could look like.

In its latest Eclectic article, Lürzer’s Archive asked creatives about their preferred digit: 0 or 1? Beyond these numerical choices lie deeper narratives to explore the depths of our digital lives, and uncover what inspires creatives worldwide. Our Chief Creative Officer, Walid Kanaan, reminds us why zero isn’t just a digit; it holds the key to boundless innovation. For him, zero is a fertile ground for innovation and a chance to embrace the void as a canvas for imagination.

As the Head of Social and Content, Tony Kayouka will take charge of TBWA\RAAD’s social media initiatives, concentrating on crafting compelling narratives and spearheading impactful campaigns. His focus is on adopting authentic approaches and integrating meaningful strategies that resonate with the audiences of client brands, establishing solid connections.

In a recent article for Arabian Business, our CEO, Reda Raad, engaged in insightful conversations with business leaders from the region’s largest brands to gain a deeper understanding of their unique perspectives on creativity and agency partnerships.

Currently serving as the Managing Director forGrowth in Dubai, Leach’s appointment to head TBWA\RAAD’s operations in the Kingdom strengthens the agency’s presence in the country and continues its commitment to sustained growth and investment in the Middle East.

While COP28 took place in the UAE in December, Campaign Middle East aimed to assess the industry’s sentiment regarding brands showcasing their commitment to the environment. Haïkel BEN HAMOUDA, Planning Director at TBWA\RAAD, shared his distinct perspective on the matter, emphasizing the collective responsibility of brands to safeguard the environment.

As the new year unfolds, Fast Company Middle East explores the transformative changes that organizations and business leaders must embrace in the workplace in 2024, with a focus on fostering innovative cultures and transcending conventional rewards. Our Director of People, Claudinia Harper, MA, MCIPD, ODCP, expertly guides us through the pivotal components for managing and reshaping the employee experience in the modern workplace.

In ArabAd’s Special KSA issue, our CEO Reda Raad explores the dynamic landscape of Saudi Arabia. From navigating the challenges of talent wars to masterfully reshaping the narrative, Reda leads us on a compelling journey of creative transformation at the heart of Saudi Arabia.

TBWA\RAAD’s ‘Keep Asking Why’ campaign for Nissan Middle East, has been chosen by AdForum as one of the top 5 automotive advertising campaigns worldwide for the month of December.

Nissan’s regional Intellectual Property Rights (IPR) campaign, “Keep Asking Why,” redefines the narrative surrounding counterfeit parts awareness through a delightful blend of humor and innovation.

TBWA\RAAD has been recognized as one of the Middle East’s Most Innovative Companies for the second consecutive year by Fast Company Middle East. The agency earned this recognition for its significant positive social impact and its commitment to fostering innovation within the workplace.

For the 2nd consecutive year, TBWA\RAAD has been recognized as one of the Middle East’s Most Innovative Companies by Fast Company Middle East for “creating shared goals through dynamic and flexible policies”.

TBWA\RAAD Executive Creative Director Frederico Roberto shares his personal experience with outdoor advertising and discussed the various opportunities for leveraging this traditional medium to maximize impact and make a statement.

Numerous campaigns have been made to bring attention to the problems at sea. But in the Middle East it’s the desert that needs saving too, because human-made pollution poses the biggest threat to it. Nissan used a unique visual metaphor of waves made from sand and waste to bring to the surface another environmental issue that’s too often ignored.

TBWA\RAAD introduces its new Executive Creative Directors Frederico Roberto and Santiago Cuesta, hired to elevate the agency’s creative game.

TBWA\RAAD partners with Core42 to push the limits of creativity and drive innovation in the Middle East. This collaboration will help brands explore the creative potential of Jais, the world’s leading Arabic Large Language AI Model.

TBWA\RAAD launches “Pause to Recharge” on World Mental Health Day, an initiative designed to prioritize employees’ well-being, providing them with the necessary time for renewal and relaxation, and elevate the quality of work delivered to clients by fostering a healthy work environment.

Salwa Elmeniawy has been elevated to the role of Chief Finance Officer (CFO), overseeing TBWA\RAAD’s financial operations throughout the Middle East, further supporting the agency’s ongoing expansion in the region.

Director of People Claudinia Harper speaks about inclusivity in our industry in Campaign Middle East’s annual Women in Advertising issue.

Regional President of Digital & Innovation for the CEE, Middle East and Africa, Noah Khan, shares his experiences and takeaways from this year’s Cannes Lions Festival of Creativity.

Generative AI is reshaping the way we work and think in the creative industry. Executive Digital Director Rony Skaf shares insights on how businesses and agencies are preparing for this exciting new era.

This year, World Conversation Day held special significance in Lebanon. On July 12th, citizens woke up to discover their streets inundated with numbers – not just any numbers, but the precise and personal phone numbers of their own politicians.

For the launch of its iconic Patrol 2023, Nissan took the world on an extraordinary, exhilarating journey, showcasing a legendary SUV that continues to #DefyOrdinary in every way.

Rama Zarafili, Account Director at TBWA\RAAD, writes in Ad Forum’s ‘Modern Parenting’ series, on the power of embracing diversity and portraying an authentic and relatable depiction of parenting in advertising.

KFC pushes the boundaries of creativity with its latest campaign, The Originals, which aims to captivate the region’s youth, collaborating with renowned hip hop artists Abo El Anwar from Egypt and Slo Moe from Saudi Arabia.

TBWA\RAAD announced the immediate promotion of Romy Abdelnour to the position of Head of Communications. Romy leads the agency’s Public Relations and Corporate Communications strategy, and is responsible for promoting the company’s vision for Disruption® in the region.