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!”



TBWA/RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. The network operates with a team of more than 1,000 people across four main divisions – advertising, digital, shopper marketing and public relations. TBWA/RAAD has been the most awarded agency in the region in 2018 and was ranked 16th most awarded creative agency in the world by The Big Won Report, and 8th bravest agency on the planet by Contagious Pioneers and Regional Agency of the Year at the New York Festivals in 2019. Clients include: Accenture, Apple, AWR Rostomani Arabian Automobiles, Careem, CNN, du, Essence, Gatorade, Global Village, Henkel, Infiniti, Louvre Abu Dhabi, Mai Dubai, Metlife, Nissan, Pepsico, Pfizer, Qatar Tourism Authority, Singapore Airlines, Standard Chartered. Follow us on Instagram and Twitter and like us on Facebook.

About TBWA/Worldwide

TBWA is The Disruption® Company: the cultural engine for 21st century business. Named one of the World's Most Innovative Companies by Fast Company and Adweek’s 2018 Global Agency of the Year, we create disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. Our collective has 11,300 creative minds across 275 offices in 95 countries and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, The Integer Group®, TBWA/Media Arts Lab, TBWA/WorldHealth and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Michelin, Nissan and Singapore Airlines. Follow us on Twitter, LinkedIn and Instagram, and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC).

Romy Abdelnour
Corporate Communications Director, TBWA/RAAD
+ 961 3 979 571

© Press Release 2020

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