One of the key architects of TBWARaad’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, TBWARaad 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. TBWARaad 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 TBWARaad, forging an organization focused on creative excellence.
The TBWARaad 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. He has been an active member of the Middle East communications industry for 18 years. Under his leadership, TBWARAAD was ranked eight bravest agency on the planet by Contagious Pioneers in 2018, crowned MENA Regional Agency Of The Year 2019 at the New York Festivals Advertising Awards and has contributed to the Regional Agency Group Of The Year title earned by TBWA Network at the Loeries 2019 Awards.
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