TBWA and AB Group create the home of disruption in Egypt

TBWA\RAAD, The Disruption Company, and AB Group Egypt ink partnership agreement to form AB\TBWA\Egypt

TBWA and AB Group create the home of disruption in Egypt

Dubai: TBWA/RAAD, the leading creative agency in the Middle East, founded on a vision of Disruption® and a commitment to overturning cultural and market conventions, announced today its joint venture with AB Group, to establish its presence in Egypt and expand in the wider North Africa region.

AB/TBWA/Egypt, the new company formed as a result of the agreement, is expected to bring an integrated vision and disruptive thinking to its client and industry collaborations. It will focus on anticipating future trends and defining unique strategic platforms that help achieve the business objectives of its clients.

AB Group specializes in diverse areas and straddles multiple disciplines, including advertising, media, events and activations, TV content, branding and digital marketing. Established in 2015, the agency works for clients such as Allianz, Al Mansour Holding, BLOM Bank, ElAraby Group, Energizer, EVA Cosmetics, GIZ (German competent service provider), Gulf Building and Construction, Insurance Federation of Egypt, Nestle and Talaat Mostafa Group.

“We are enthusiastic about our new venture and look forward to disrupting the Egyptian market with our new partners”, said Reda Raad, Group CEO of TBWA/RAAD.  “The AB Group shares our integrated vision and offers strong capabilities in the disciplines needed to influence a demanding consumer in an evolving market.”

Ahmed Badie, CEO of AB Group said: “A partnership with TBWA/RAAD is extremely compelling for us. We both share the same set of values and work for the same objective of achieving the most effective business results for our clients. Their disruption model offers an ideal methodology to create ground-breaking and exceptional work. We are impressed by their creative strengths and data-driven approach that will help us address the communications challenges of our clients in Egypt.”

TBWA/RAAD now counts 10 offices in the region, including the UAE, Lebanon, Jordan, Kuwait, Qatar, Saudi Arabia, Algeria, Tunisia, Morocco and Egypt. It is among the most awarded agencies in the region. In 2018, it led the MENA awards tally at the Cannes Lions Festival of Creativity and was crowned Network & Agency of the Year at the Dubai Lynx Festival. Contagious magazine ranked it the 8th ‘Bravest and Best Agency on the Planet’. It was also ranked the 16th most awarded creative agency in the world by the 2018 Big Won report. Its iconic campaigns include “Highway Gallery” for the Louvre Abu Dhabi and “#SheDrives” for Nissan Saudi Arabia.


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. 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 like us on Facebook.

About TBWA/Worldwide
TBWA is The Disruption® Company: the cultural engine for 21st century business. 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. 

Romy Abdelnour
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© Press Release 2019

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