When violence escalated in Lebanon in 2024, the last operational hospital in southern Lebanon became a direct casualty of targeted attacks. In a powerful statement to the world, the ICRC partnered with TBWA\RAAD to transform the very laws being violated into an urgent plea for accountability.

Amid the rubble and scars of the Hospital, Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building’s shattered walls. Each crack and burn stands as concrete evidence of international law violations—an arresting reminder that these laws must be honored and not ignored.

This unprecedented initiative does more than commemorate the resilience of frontline medical workers—it demands that governments and armed groups alike respect humanitarian law and protect critical medical facilities. It is a resounding call to the global community to remember that laws written in ink cannot be erased by bombs.

By blending daring creativity with TBWARAAD’s signature Disruption® approach, Green will empower clients to seize opportunities in fast-paced markets, shaping brand experiences and effective strategies for lasting success.

This exclusive list honors organizations moving the region and the world forward by demonstrating a profound commitment to innovation, reshaping their industries, and responding to a society in the midst of reinvention.

In the Advertising, Branding & PR category, TBWARAAD was recognized for its innovative use of Disruption® methodologies to drive transformative growth for clients. In the Workplace category, the agency was celebrated for fostering an empowering workplace culture that nurtures creativity and innovation among its employees.

Managing Director, Joe Lahham and our Director of People Claudinia Harper, received the awards on behalf of the company.

Commenting on the appointment, Dan Leach, Managing Director at TBWARAAD Saudi, said, “Saudi Arabia is undergoing an extraordinary transformation, driven by Vision 2030 and an ambitious push to diversify industries like entertainment, hospitality, sports, and tourism. In such a dynamic landscape, Disruption® isn’t just an advantage; it’s a necessity. This is why we’re thrilled to welcome Rawad Al Dahouk to TBWARAAD Saudi Arabia. His depth of experience, combined with his understanding of the Saudi market, makes him a perfect fit for our Disruption® philosophy. As the Kingdom continues to reshape itself through bold initiatives, Rawad’s strategic insights will be key in helping our clients navigate this new era and seize opportunities where others see challenges. We look forward to seeing how his leadership will drive our vision forward and bring fresh, creative thinking to the table.”

Reflecting on his new role, Dahouk added,“At a time when Saudi Arabia’s communication industry is making a global impact, I am excited to join TBWARAAD and contribute to the agency’s legacy of innovative, world-class work. This new position offers a dynamic opportunity to be part of the agency’s expansion in the Kingdom, with a commitment to excellence and disruptive innovation. I look forward to working with the talented team to create groundbreaking work that not only resonates locally in Saudi Arabia but also stands out regionally and globally.”

Over his 17-year career, Dahouk has excelled in turning business pitches into long-term partnerships and building high-performing teams. His strategic insights and innovative approach have earned him numerous prestigious awards, including accolades at Cannes Lions, Dubai Lynx, The Loeries, Cresta, Cristal Festival, MENA Effies, and the MENA Cristal Festival.

A graduate of the American University of Beirut with a Bachelor of Arts in Graphic Design, Rawad began his career as a Junior Graphic Designer. Driven by a passion for aligning creative excellence with business objectives, he transitioned into Strategy and Planning. Over the years, he has worked with an impressive array of clients across industries, including FMCG, automotive, telecommunications, B2B, banking, fintech, and government sectors.

The appointments follow the formation of Omnicom’s new global division, Omnicom Advertising Group (OAG), which elevated TBWA’s former Global CEO, Troy Ruhanen and Global CFO, Denis Streiff.

No stranger to TBWA and its proprietary Disruption® methodology, Riley has been with the collective since 2016, first joining TBWAChiatDay Los Angeles as President before taking the helm as CEO in 2021. In 2023, she went on to oversee the successful unification and subsequent significant growth of both ChiatDayNew York and LA as ChiatDay US CEO.

Riley said, "As I think about the challenges and opportunities that face our industry and our clients, TBWA is exactly where I want to be. Over the last near decade, I have witnessed the power of Disruption® – as both a methodology and ethos – transform the fates of brands. I have also seen brilliant fellow disruptors from across the globe lead with integrity, smarts and humanity. I believe, genuinely, that TBWA is singular in its combination of scale and spirit. I am honored and humbled to take on the charge of continuing to build on the excellence of this Collective."

With a keen understanding of the business of creativity, Riley – in partnership with Guillou as CFO – has driven significant growth across TBWAChiatDay US. She played an integral role in recent new business success, winning hallmark clients such as Discover, Directv, Levi’s and Sephora, as well as nurturing long-standing client relationships with Hilton, Gatorade and many more. Riley was named a Campaign US 40 over 40 honoree in 2023, and TBWA was honored as one of Adweek’s top five US agencies and a Stand Out Agency on AdAge’s A-List that same year.

Her time spent on both the brand and agency side has honed Riley’s unique ability to blend marketing intelligence with creative magic to orchestrate the total brand experience for her clients, propelling them into the cultural conversation. One key focus for her will be scaling the best-in-class specialisms within TBWA that have delivered significant growth and breakthrough work around the world. These include DxD by TBWA for design, Feed by TBWA for social content creation, and Plex by TBWA for B2B and complex businesses.

Omnicom Advertising Group (OAG) Global CEO Troy Ruhanen said; “I’m incredibly proud to say that, once again, TBWA and Omnicom are investing in the elevation of our homegrown talent – rewarding our very best and offering them new and exciting opportunities for progression within our businesses.

He went on, “Erin is a powerhouse. She leads with both head and heart, with an exceptional sixth sense for what will make a difference for the brands across TBWA’s portfolio. She builds enviable talent pools and brings everyone along with her. With Erwan at her side, the 11,000-strong collective is in the best possible hands.”

Reda Raad, Group CEO TBWARAAD, added “After nearly 10 years working under Troy’s leadership, it has been an incredible journey to witness how he transformed TBWA and elevated it to new heights. I am confident that he will drive the growth of Omnicom Advertising Group (OAG), turning it into a powerhouse that capitalizes on innovative tools, technologies, and AI platforms to deliver world-class creativity. I’d like to extend my heartfelt gratitude to Troy for his outstanding leadership and unwavering dedication to empowering our collective and cultivating talent.

Now, as we welcome Erin as our new Global CEO, we are excited about the future of TBWA and eager to embark on this next chapter of success. Erin’s visionary leadership, passion for talent, and deep commitment to the Disruption® ethos will continue to drive TBWA forward, and her remarkable experience and track record inspire great confidence in the future of our agency.”

During the event, participants engaged in a series of unique activities designed to bring these cultural edges to life, creating memorable moments that underscored the importance of staying attuned to cultural dynamics. The discussions provided actionable insights on leveraging these shifts for strategic brand growth and explored opportunities to capture a greater share of the future. 

Catherine Bannister, Chief Strategy Officer at TBWARAAD, led the discussion, emphasizing the significance of Edges, stating, “The Edges are TBWA’s global and regional insights into what consumers and customers are experiencing today, how their world is created, how it is changing, and, in some instances, how they view history and heritage.”

Aneeta Aby, Senior Strategist at TBWARAAD and Backslash lead cultural spotter for the Middle East, provided concrete examples from the region and triggered speculations for clients’ brands, adding: “Culture makes the people, and people at the end of the day define brands. So moving forward, Backslash is here to help our clients identify cultural shifts so they can remain relatable and relevant in this fast-paced digital age. We aim to understand the noise and triggers that identify behaviors and industry changes.”

Clients expressed their appreciation for the event’s inspiring content. Daniela Barrionuevo, Regional Category Head at Henkel, shared, “The session today was very inspirational. It’s beneficial to step out of our day-to-day business and get inspired by global and regional trends, which we can integrate into our brand strategy to connect better with our consumers.”

Jankari Ram Kasara, Senior Product Marketing Manager at Arabian Automobiles Company, commented, “Thank you to TBWA and Backslash for inviting us. The presentation was mind-boggling, and we have taken back elements to apply in our professional and personal lives. We look forward to working closely with Backslash in the coming months to enhance our workplace’s efficiency and innovation.”

Lekha Vasani, Manager of Brand & Marketing Communications – Consumer at du, stated, “I’m thankful to TBWA for organizing the Edges session. It was very insightful, providing brands like du an opportunity to learn more.”The Edges 2024 event marks the beginning of a series of thematic sessions that TBWARAAD will host in the future, focusing on specific and relevant topics for brands and markets. These events will continue to provide valuable insights for brands looking to capture a greater share of the future by aligning with enduring cultural changes.

Distinctively driven by TBWA’s proprietary Disruption® methodology, Collective AI incorporates over 50 years of TBWA’s disruptive ideas and insights from more than 11,000 creative minds across 40 countries.

Collective AI serves as a gateway to all AI tools available to TBWA employees and clients, including custom AI applications and extensive archives. It is powered by Omnicom’s first-mover partnerships with Adobe, Microsoft, Google, and DALL-E.

Leadership and Vision

TBWA’s AI initiatives are spearheaded by Global Chief Product Officer Deepthi Prakash and Global Head of Data Intelligence and AI, Michael Horn, in collaboration with Omnicom’s CTO, Paolo Yuvienco. Prakash commented, "Our creativity extends beyond making content. We have long developed physical and digital products, applications, and experiences. AI enables us to scale that without an army of people. With functionalities like no-code development or 3D modeling, we can help more brands bring distinctive products, services, and experiences to market."

Innovative Applications

Recent projects utilizing AI include:

• TBWAHakuhodo’s creation of Iruyo, a machine learning-driven robot to calm babies during car rides for Nissan.
• A competition by TBWA for Golden Circle, an Australian food brand, where kids designed lunchboxes that were rendered into AI-created designs for 3D printing.
• A collaboration with the Riky Rick Foundation where TBWAHunt Lascaris produced “Stronger,” a song that used AI to assemble the late rapper’s tweets into lyrics addressing mental health stigma.

Platform Features

The Collective AI platform includes custom tools such as:

• Edges AI: Converts cultural intelligence into actionable insights, helping brands understand and capitalize on cultural trends.
• FEED AI: Extends TBWA’s social media capabilities, providing expert solutions in research, strategy, ideation, and planning.
• Inclusive AI: Ensures products and services meet standards of inclusivity, helping teams create inclusive content and identify diverse creators.

Omnicom’s exclusive partnership with Adobe Firefly will enable TBWA to influence the development of new generative AI applications, enhancing how the Firefly Custom Model serves brands.

Strategic Impact

Troy Ruhanen, TBWAWorldwide Global CEO, highlighted the broader implications of AI: “While AI aids in automation and efficiency, its true power lies in creating content and brand experiences that people embrace, solving business problems and exploring cultural opportunities.”

Reda Raad, TBWARAAD Group CEO, added, “The launch of our AI platform marks a significant milestone. We are excited to empower our team with customized tools that enhance efficiency and drive transformative results for our clients.”

The report summarizes insights in three findings:

Technology is your friend

As budgets tighten, brands often pull back on what’s perceived as a creative risk, but that’s a mistake. Instead of cutting down on creative ideation, streamline your other processes. 

"When we look at creativity in today’s marketing context, we can clearly see how it transcends inspiration and information. It drives the most desirable of impacts: profit; with studies proving a direct correlation between creative quality and return on investment (ROI)," explains Elias Bassil Head of Platform Strategy & Studio, METAP, TikTok. "In today’s world, the most recent evolution has turned technology into a trusted partner through every step of the creative process. And with this technology redefining the application of creativity, brands are able to transform the way they influence their audiences and experiment with new formats of creative engagement."

Grab attention with a difference

Creative impact isn’t only possible through big expensive TV executions, brands should continue to work with people who understand the brand power of vertical video. Elaborating on that, Faten Almukhtar Creative Agency Partner, METAP, TikTok says, "It's about more than just fitting in; it's about standing out and creating experiences that resonate on a personal level, inviting people to engage, play, and make it their own."

Build a fandom

Connect with subcultures through creators or with your own branded personas; niche worlds have a global impact. Be vulnerable; share your unfinished work, let people play with it, and get weird – you’ll find an incredibly engaged audience when you do. "In this age of TikTok, the power of creativity lies in crafting authentic, relatable narratives that resonate deeply across cultures and generations. I think of TikTok as a canvas for authentic stories and unfiltered expressions,” explains Santiago Cuesta Executive Creative Director, TBWARAAD ME.

Presented in three comprehensive chapters, the report navigates the dynamic convergence of human ingenuity and technology to leverage endless storytelling touchpoints. Addressing the creative challenges inherent in adapting to the rapidly evolving marketing landscape, it offers actionable guidance for regional brands seeking innovative engagement strategies at scale. From harnessing immersive and personalized experiences to tapping into the potential of user-generated content, the white paper provides practical insights for businesses aiming to forge deeper connections with their audiences and achieve a strong return on investment.

Reflecting on this partnership, Reda Raad, Group CEO at TBWARAAD Middle East, commented, "We are thrilled to join forces with TikTok to explore the transformative impact of the creative renaissance on marketing storytelling. With Disruption® at the core of our agency's ethos and TikTok's dedication to pushing boundaries through creative innovation, this partnership is primed for success. Together, we aim to craft impactful narratives for our clients, delivering immersive brand experiences that adapt to evolving consumer behaviors."

In her capacity, she will collaborate closely with the strategy team, overseeing the development of disruptive strategies aimed at fostering growth and creativity. Her emphasis on leveraging advanced strategic thinking to deliver transformative ideas will further augment TBWARAAD's mission to provide unparalleled creative excellence and innovative solutions.

Reda Raad, Group CEO at TBWARAAD, said, "We are thrilled to welcome Catherine to our leadership team. Her proven track record in leadership and strategic expertise make her an ideal fit for this role. With Catherine on board, we are poised to elevate our strategic capabilities, driving unprecedented success for our clients."

Commenting on her appointment, Bannister said, "I am honored to join TBWARAAD's esteemed leadership team. The agency's commitment to excellence and its deep-rooted presence in the MENA region resonates with my passion for the area. As a senior female leader, I am proud to contribute to an organization that has been recognized as one of the Best Workplaces for Women in the Middle East."

With a distinguished career spanning various global leadership roles in the UK and Malaysia, Bannister brings extensive expertise in brand development, market expansion, and talent cultivation. Her four-and-a-half-year tenure in the MENA region has equipped her with invaluable insights into regional dynamics, further enhancing her ability to deliver insightful strategic solutions.

The day began with a breakfast featuring a surprise appearance by CEO Reda Raad, who announced a package of benefits to support working mothers and women in the agency:

• An extension of paid maternity leave by an additional 15 days, taking the total up to 75 days.
• An additional work-from-home day for all working mothers with children below 13 years old, taking the total up to 2 days per week.
• One well-being day per year for all the women in the agency.

Following the breakfast, the #IAmRemarkable workshop was led by rising Strategic Planner, Aneeta Aby. Challenging the traditional social expectation that women should be humble about their accomplishments, and the reality that women’s professional contributions are often doubted, dismissed, or overlooked, TBWARAAD invited its female talent to take the stage and own their achievements.

Claudinia Harper, Director of People at TBWARAAD, said, “We are going beyond a once-off PR event, launching these initiatives to directly address the real needs of working women and align with the agency’s strategic priority of providing a compelling, competitive talent experience in the market. Women at our agency are doing remarkable things every day, and we wanted to take this opportunity to encourage them to own their achievements and celebrate them loud and proud.”

The event concluded with pampering and spa treatments for all the ladies as a token of appreciation from the agency for their hard work and dedication.

Reda Raad, Group CEO, TBWARAAD said, "Today, we celebrate the remarkable women of TBWARAAD and their invaluable contributions to our agency. We are committed to creating an environment where all employees, especially women, can thrive and succeed. The initiatives announced today are just the beginning of our efforts to empower and support our female talent."