Our Point of View

While there’s much to learn from the past, we’re more interested in shaping what’s ahead. We’ve invested in unique capabilities across cultural insight, data strategy and innovation. Alongside our partnerships with best-in-class data and intelligence experts, we have all the building blocks for an unparalleled world view; making us the leaders of Now & Next.

One of our key sources of strategic strength is Backslash, TBWA’s cultural intelligence unit powered by over 300 Culture Spotters across 45 countries. A dynamic hybrid of strategy, data, and journalism, Backslash turns today’s stories into tomorrow’s opportunities.

Visit backslash.com

Future of Food

Backslash’s latest report explores food through the lens of climate change, cultural heritage, technology, and more. Dig in to learn how businesses can create a brighter future through food.

2023 Edges

Edges are meaningful cultural shifts with the scale and longevity to propel a brand towards a greater share of the future. Discover this year’s Edges.

Future of Employee Experience

Employee experience is front and center as our relationship with work continues to be called into question. Download the report to learn how employers and employees can co-create an experience that benefits both sides.

NEXT is our global innovation practice that imagines, prototypes and tests new creative formats in the latest technology, guiding brands beyond the buzzwords and into new spaces.

Learn more about NEXT

Our perspectives in the news

January 23, 2024

What clients want: Invaluable insights from conversations with the region’s biggest brands

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.

November 21, 2023

An outdoor story in three acts by TBWA\ RAAD’s Frederico Roberto

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.