Reda Raad

I’m Reda Raad, Group CEO and Co-Founder of TBWA\RAAD—a firm I helped build from a small creative team into one of the Middle East’s most respected and awarded communications networks. Over the past two decades, I’ve had the privilege of leading an extraordinary group of individuals across 11 offices, nurturing a culture of bold ideas, inclusion, and meaningful growth. My work sits at the intersection of brand, culture, and innovation. I believe creativity is more than a tool for attention—it is a lever for transformation. It can shift perceptions, open minds, and elevate entire regions. This belief has guided our journey from an independent startup to a recognized global player, where our work continues to push boundaries and expand what’s possible for brands across the MENA region. At TBWA\RAAD, we’ve embraced a philosophy of Disruption® that’s rooted in cultural relevance and strategic clarity. Our campaigns have earned international recognition, our client partnerships have stood the test of time, and our workplace has consistently been acknowledged for its commitment to equity, well-being, and excellence—including Great Place to Work® certification and inclusion in Fast Company’s lists of Most Innovative Companies and Best Workplaces for Women. What I value most is the human impact. Whether through supporting humanitarian initiatives, championing women in leadership, or using our platform to elevate social dialogue, I’ve always believed that creativity must be in service of something greater. Our people remain the heartbeat of our work—the true source of transformation and progress. I have served on several boards, including the Executive Committee Board of the International Advertising Association UAE and as Chair of the Syracuse University MENA Alumni Board. I’ve also contributed to regional and global conversations through platforms such as Dubai Lynx, Fast Company Middle East, and The Wall Street Journal, and have been humbled to receive recognition from Campaign’s 40 Over 40 and Arabian Business’s Dubai 100. I see myself as continuously developing—curious, collaborative, and committed to building with purpose. I’m energized by challenges that require both creativity and care, and by the opportunity to help unlock the invisible doors that enable organizations—and the people within them—to thrive in new ways.