Newly announced promotions include:

Astha Sirpaul, Head of Strategy – A champion of culture-driven thinking, Astha now steers end-to-end strategic planning across the agency’s portfolio, embedding TBWA’s Disruption® methodology to unlock long-term brand growth.

Rony Skaf, Head of Digital & Innovation – With over a decade of expertise in performance marketing, emerging technologies, and building digital experiences, Rony blends creativity with innovation to craft measurable, future-ready solutions that drive impact for clients.

Noor Akar, Group Creative Director – A fearless storyteller at the intersection of culture and commerce, Noor will continue to orchestrate boundary-breaking ideas that ignite conversation, reshape norms, and turn cultural relevance into business growth.

Rita Nasr, Group Creative Director – Rita steps up to co-lead the creative department in Lebanon, mentoring rising talent and pushing bold ideas that resonate with regional audiences.

These promotions reaffirm TBWA\RAAD’s commitment to stay relentlessly disruptive—turning bold ideas into real‑world impact and proving that when people thrive, brands win.

After a sold‑out debut last year, TBWA\RAAD and D&AD reunited yesterday to stage the Middle East’s second New Blood Portfolio Review, turning the agency’s Dubai headquarters into a live classroom where emerging voices sharpened their craft—and their career prospects—in real time.
Recent graduates and early‑career creatives rotated through intensive 1‑on‑1 critiques with TBWA\RAAD’s award‑winning art directors, copywriters, strategists, and digital specialists. Each session delivered tailored, actionable feedback designed to elevate portfolios from “promising” to “pitch‑ready”, giving attendees a rare face‑to‑face advantage in one of the world’s most competitive creative markets.

The reviews were followed by rapid‑fire talks led by TBWA\RAAD “pirates,” drilling into:

• Disruption® Thinking – turning rule‑breaking into brand‑building.
• Strategy as a Creative Superpower – why insight fuels impact.
• Crafting Social That Cuts Through – lessons from scroll‑stopping work.
• Interview & Career Best Practices – landing the job before the job.

Each session fused real‑world case studies with practical next‑steps, arming participants with the mindset and momentum to navigate—and reshape—the industry.

The day closed with certificates, networking, and the announcement everyone waited for: the Best Portfolio Award, granting its winner a coveted internship at TBWA\RAAD—an on‑ramp to real briefs, real clients, and real impact.

Previously, Romy served as Corporate Communications Director, overseeing the agency's internal and external communications, media relations, partnerships, corporate events, and presence at regional and global creative award shows such as the Cannes Lions Festival of Creativity, the Loeries, New York Festivals, Dubai Lynx, and MENA Effie awards, among others. She has helped enhance TBWARaad's reputation in the region, contributing to agency, leadership, and talent recognition: The agency has been recognized for its innovation, earning the title of The Middle East's Most Innovative Company in Advertising by Fast Company Middle East, and CEO Reda Raad designated Advertising Person of the Year by Arab Ad in 2022.

Reda Raad, Group CEO of TBWARaad, said in a statement, “Romy is a multitalented and passionate leader who has strongly contributed to our workplace culture throughout the years and played a key role in enhancing the agency’s reputation, securing the right exposure to our people and creative product, and telling our story to the world. Romy has done remarkable work on the comms front during the pandemic by reinforcing our internal communication and launching key initiatives that contributed to a smooth navigation and solid recovery. All of these have showcased her problem-solving skills and speedy adaptability. I believe she is more than ready to take on bigger responsibilities within the agency.”

Speaking of her promotion, Abdelnour said, “TBWA is a collective that never ceases to reinvent itself and innovate its operating model, philosophy, and products. Every year brings an exciting set of challenges, new products, projects, offerings, ideas, campaigns, and most importantly, new stories to tell, to reflect an ever-changing landscape. All of these are nurtured by the incredible TBWA culture – a culture one cannot but get addicted to. It has been a great journey for me so far on every level, and I look forward to this next chapter of my career. I’d like to thank our CEO Reda Raad for his trust, support, and mentorship throughout the years.”

Abdelnour has over 15 years of experience in the creative industry, having started her career as a graphic designer before shifting to communications. She holds a BA in Graphic Design from the Lebanese American University and a Master's degree in Marketing and Communication from ESA/ESCP Europe.

She was also recognized in Communicate's list of Women to Watch for 2022, which celebrates women in the Middle East who are driving change in the industry.

The list honors groundbreaking businesses that are making a profound impact on both industry and culture, ultimately thriving in today's ever-changing world. This year’s Most Innovative Companies list recognizes 42 organizations across 25 categories, including advertising, AI, beauty, consumer goods, e-commerce, emerging tech, energy, retail, sustainability, and women-backed businesses, featuring giant brands such as IBM, L’Oréal, and PepsiCo, among others.

To determine the list, Fast Company Middle East's editors mined several hundreds of nominations from companies that embody innovative and creative problem-solving, recognizing the companies that rose above and the business trends they're advancing.

TBWARaad was named “for re-engineering brand experiences by helping brands take customer engagement to the next level” and for “transcending the cliches and producing exceptional work that got attention.”

“It is an honor to receive recognition as one of Fast Company’s Most Innovative Companies in the Middle East," said Reda Raad, CEO of TBWARaad. " We are very thrilled to be number one in the advertising sector and to be recognized for our commitment to innovation and to the power of disruptive creative ideas on behalf of our clients. TBWAWorldwide has also received this honor in 2022 for the fourth consecutive year. Being nominated today again by Fast Company in the Middle East proves to us even more that a global creative collective can be among the most innovative companies in the world. Thank you to our people and our clients who have made this recognition possible. “

Earlier this year, TBWARaad had launched NEXT, a creative-led innovation consultancy designed to shape the future of brand experiences and help brands take their customer engagement to the next level.

“Continuously disrupting the conventions of communications, TBWARaad has been bringing novel ways to map untapped demand streams, unlocking new growth opportunities for clients by merging AI and human intelligence. This year, the most innovative company in advertising, among the multiple nominations we’ve received, stands out because it transcended the cliches and produced exceptional work that got attention,” said Fast Company Middle East’s editorial team.

The Most Innovative Companies list is Fast Company’s signature franchise, providing both a snapshot and a road map for the future of innovation across the most dynamic sectors of the economy.

Hilton has launched the Waitographer program that will train its waiting staff in smartphone photography so they can record guests’ celebrations with sharp, colorful and vibrant images that display the correct composition.

Renowned Middle East photographer Roger Moukarzel will be guiding Hilton’s waiting staff through a rigorous workshop that will hone their photographic skills. After completion of the training program, team members will receive a certificate and a badge so that hotel guests can easily identify Waitographers while in a Hilton property and ask for their assistance when they wish to have their picture taken.

“We all love to take photos when we’re with friends and family to capture the memories we are making,” says Gurmej Bahia, Vice President of Marketing and Loyalty, International, at Hilton. “However, nine times out of 10, the picture has to omit one person so they can take it, or we attempt a selfie, which doesn’t always work, or we ask for a waiter or a random passer-by to take the photo for us. The Waitographer program will enhance our guests’ experiences at Hilton and help them to save all their treasured memories.”

Emma Banks, Vice President, F&B Strategy & Development, Europe Middle East and Africa (EMEA) at Hilton commented, “Not only does the Waitographer scheme reinforce Hilton’s focus on empowering and upskilling its team members, but also ties in with our ambition to create human connections for guests during their stay,” she said. “Our Waitographers are really excited to interact with guests and start snapping photos that will create memories that last forever.”

The program is up and running with almost 100 Hilton team members and already having a Roger Moukarzel’s photography workshop. Many more are scheduled to receive their training soon. Delighted Hilton team members said their new skills will equip them to take photographs for guests in future with expertise and without stress.

After launching in the UAE, the Waitographer workshops’ initiative will roll out across the Hilton portfolio around the world via online training courses – helping guests create and capture new memories.

This appointment is an extension of the advertising firm’s vision of investing in strategy and planning. In the last three years, TBWA has increased the percentage of strategists in its employee base by 34% globally.

Rafael will play a critical role in shaping disruptive, business-building brand strategy and ensuring unconventional thinking at every step across clients’ customer journeys.

“Today, more than ever, we recognize the growing role of strategy and effective thinking in driving brand growth, solving business problems, and bringing creative ideas into the real world”, said Reda Raad, Group CEO of TBWARAAD. “Rafael will help drive the agency’s strategic thinking, working closely with planners and creatives to deliver brand platform ideas and disruptive creativity that drives business,” he added.

Rafael started his career as a strategist and planner in São Paulo, Brazil. He learned and thrived in agencies such as AlmapBBDO, JWT, McCann, and CPB+, having worked for Ford, GM, Volkswagen, Embraer, Nokia, Mastercard, Diageo, Amazon, Deezer, Uber, Stella Artois, and Activision. Under his lead, some of those brands were awarded in Effie Brazil and Effie LATAM.

Commenting on his appointment, Lavor said, “I have always admired TBWA’s disruption practice and its innovative approach to leveraging cultural insights and real-time data to generate positive impact and growth for businesses and brands. I look forward to an exciting and disruptive experience!”

He has over 16 years’ experience working on multi disciplinary assignments in the MENA region and Europe. During the course of his career, Joe has accumulated knowledge in integrated communication, strategy, marketing, digital, innovation and was involved in launching two major telecom operators in the region (du, VIVA) as well as three start up offices.

Joe first joined TBWARAAD in 2013 as a Group Account Director and has steadily climbed the career ladder ever since. Prior to that, he worked with Wieden+Kennedy Amsterdam and Dubai as a Regional Account Director on GE MENAT, as well as GREY and Leo Burnett.

Reda Raad, Group CEO at TBWARAAD said: “TBWA has an established strategy of growing and elevating talent from within. Throughout the years, Joe has proven unrivalled commitment and dedication to our clients and their brands, in addition to great leadership that did not shadow his generous team spirit.”

Commenting on his appointment, Lahham said: “I am thrilled to take on this new role and looking forward to exploring new opportunities while continuing to deliver disruptive work that drives exponential business growth for our clients and their brands”.

TBWARAAD’s insights microsite includes different thought starters to explore, that serve as a source of knowledge and inspiration on how to keep brands active during these critical times:

• Backslash MENA COVID-19 Special Edition: A weekly series of triggering questions, a report of predictions that highlights the most interesting COVID-19 happenings, the future trends they shape, and their impact on industries and brands.
• COVID-19 Marketing Flash-Advisor: A guide that provides advice to help brands test their choices and ideas and make marketing decisions in a turbulent environment.
• Brand White Paper: An assessment of brand behavior around COVID-19, with recommendations on how brands can shift their strategies to react to emerging consumer behavior and sentiment.

Reda Raad, Group CEO of TBWARAAD said: “There has never been a more significant time for brands to think of the wider community, and repurpose their decisions and strategies to contribute to the fight against COVID-19. We have put together this platform, sharing our knowledge and expertise in communication, in an effort to provide concise and helpful information and useful tools to help brands and businesses identify meaningful opportunities and drive positive impact.”

Speaking of Backslash MENA COVID-19 Special Edition, Remie Abdo, Head of Strategy at TBWARAAD said: “In these stringent and uncertain times, everyone has more questions than answers. We provide some of these answers, although still in the form of a question that starts with What If? The Backslash MENA COVID-19 Special Edition helps brands identify opportunities amongst the darkest challenge of our generation”.

Speaking of the COVID-19 Marketing Flash-Advisor, Jennifer Fischer, Chief Innovation Officer at TBWARAAD said: “Deciding what’s the next step for your brand has never been harder. Now’s the time to make the right choice. And the right choice requires business acumen, marketing know-how, as well as a healthy dose of ethics and empathy. We don’t have all the answers. Only you can take the right decision for your business, but we hope this guide will come in handy.”

Visit TBWARAAD’s insights microsite at: insights.tbwaraad.com

While the campaign targets “everyone,” it specifically looks at “people with passion and ambition for a better future, people that are proud to be part of our region and people engaged in their communities,” said a Careem spokesperson in an email to Communicate. 

The campaign is created by TBWARAAD, and will run in 12 markets across the Middle East and North Africa. It is a campaign that aims to show the company’s new positioning and reinforces its brand purpose.

“We are present in more than 100 cities across 14 countries and have created more than one million income opportunities since launch. We have taken our services to challenging markets – Iraq and Palestine in the hope that we can play a crucial role in helping to reshape the future of the cities we operate in -just this week we extended our operations into Mosul,” said the spokesperson in the email.

The integrated campaign starts with an emotional film that showcases people from different parts of our region, starting something to make a difference.It targets people between the age group of 18 to 55, who are either existing or recurring customers, captains, colleagues and merchants. 

The film shows “a young girl following her true passion, a Jordanian family taking a step to create an inclusive community, an athlete dedicated to making his country proud, a Palestinian man believing in the impossible, a refugee with ambitions to never give up, a little boy nurturing his imagination, two young men believing in restoring the heritage of an old home, and an entrepreneur choosing to return home to Iraq and start something.”

“More than ever before, the world needs a positive rallying cry that empowers people to take action, to ‘Start Something’, to help change the world for the better. We are extremely proud of this campaign and of our collaboration with Careem,” said Ghassan Kassabji, Chief Development Officer at TBWARAAD in a statement to the press. 

The newly created ABTBWAEgypt is expected to bring an integrated vision and disruptive thinking to its client and industry collaborations by focusing 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”, says Reda Raad, Group CEO of TBWARAAD in a statement. “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 adds, “A partnership with TBWARAAD 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.”

TBWARAAD 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.