One of the key architects of TBWA\Raad’s success over the last 18 years, Reda Raad has helped transform the agency from a start-up of four into one of the MENA region’s leading communications groups. Under his leadership, TBWA\Raad was named both agency and network of the year at the Dubai Lynx 2018 and was ranked the number one MENA agency at Cannes Lions 2018. TBWA\Raad was also named the eighth bravest and best agency on the planet by Contagious magazine in 2019.
Raad, who was named the region’s number one CEO by the Black & White Report, led the agency’s consolidation strategy over the past few years, creating a future-looking agency powered by disruption. With integration, data and content at its core, it folded DAN and Integer into TBWA\Raad, forging an organisation focused on creative excellence.
The TBWA\Raad network now operates 12 full-service agencies across the Middle East and North Africa and is home to over 1,000 employees. It creates disruptive ideas for partners such as Apple, CNN, du, Careem, Louvre Abu Dhabi, Mai Dubai, Henkel, Infiniti, Nissan, and Standard Chartered Bank.
Raad graduated from Syracuse University in New York with a double major in advertising and marketing management.