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Thu 5 Mar 2020 04:58 PM

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TBWA\RAAD organises 'Cairo Exchange' - its regional MENA meeting, bringing together top leaders from its Middle East and North Africa collective

Twenty-five top leaders and twenty-five creatives from different TBWA offices across the Middle East and North Africa came together in Egypt's capital for two days of meetings and a creative bootcamp, which were held simultaneously

TBWA\RAAD organises 'Cairo Exchange' - its regional MENA meeting, bringing together top leaders from its Middle East and North Africa collective

The MENA pirates united in Cairo to put their disruptive minds together, accelerate exchange and change the future, since the biggest changes aren’t brought about individually; they’re propelled by the power of a collective.


TBWA\RAAD recently held its MENA Regional Meeting, ‘Cairo Exchange’, which brought together twenty-five top leaders from across ten countries who shared their experiences and learnings and discussed future collaborations.

The MENA pirates united in Cairo to put their disruptive minds together, accelerate exchange and change the future, since the biggest changes aren’t brought about individually; they’re propelled by the power of a collective.

The meeting also focused on the importance of Egypt and Saudi Arabia as emerging cultural hubs and markets on a growth path.

Reda Raad, Group CEO of TBWA\RAAD said: “I am extremely satisfied with the results we have managed to achieve in only two days. This gathering has allowed us to reignite our friendships and build a dialogue around things that matter to all of us, uniting us behind a common vision for the region and helping us evolve together to handle the needs of the future. This is the age of collaboration, and we believe in the power of our collective, united by Disruption.”

Happening simultaneously, the “Makers 2020” edition of TBWA’s regional creative bootcamp took place at the offices of AB\TBWA Egypt. Twenty-five creatives attended sessions on creativity and craft, putting their minds together to solve two client briefs. The best ideas were awarded TBWA trophies: Grand Prix, Gold, Silver and Bronze.

Speaking of the “Makers”, Walid Kanaan, Chief Creative Officer at TBWA\RAAD said: “Makers is a creative initiative we came up with in 2016. It is an opportunity to bring the creative minds of our Middle East and North Africa collective together, allowing them to work on real client briefs and come up with brave, disruptive ideas fueled and enriched by their different cultural and educational backgrounds.

"The bootcamp also comprises educational sessions held by our regional senior creative leaders. This year’s theme was bravery, and our MENA pirates never cease to amaze us on that front!”

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