From left, Noor Akar, Group Creative Director; Rony Skaf, Head of Digital and Innovation; •Rita Nasr, Group Creative Director; and Astha Sirpaul, Head of Strategy at TBWARAADTBWA\RAAD has revealed a host of promotions within the regional agency with new faces in roles including Head of Strategy, Head of Digital and Innovation, and Group Creative Director.
Astha Sirpaul has been promoted to the role of Head of Strategy. A champion of culture-driven thinking, Sirpaul will now steer end-to-end strategic planning across the agency’s portfolio, embedding TBWA’s Disruption methodology to unlock long-term brand growth.
Rony Skaf will take over as the Head of Digital and Innovation. With more than a decade of expertise in performance marketing, emerging technologies and building digital experiences, Skaf blends creativity with innovation to craft measurable, future-ready solutions that drive impact for clients.
A fearless storyteller at the intersection of culture and commerce, Noor Akar has been appointed Group Creative Director. In this role, Akar will continue to orchestrate boundary-breaking ideas that aim to ignite conversation, reshape norms and turn cultural relevance into business growth.
Also promoted to the role of Group Creative Director, Rita Nasr steps up to co-lead the creative department in Lebanon, mentoring rising talent and pushing bold ideas that resonate with regional audiences.
Commenting on the promotions, Reda Raad, Group CEO, TBWA\RAAD, said, “Talent is the engine of everything we produce.”
The agency, which won the Gold trophy for Best Place to Work: Individual Shop/Network of the Year 2024 at Campaign’s Global Agency of the Year Awards, has been recognised for the systematic overhaul of its workplace culture.
The creative shop has highlighted employee engagement rise from 68 per cent to 81 per cent year-on-year in 2025, while the resignation rate decreased from 28 per cent to 11 per cent, a 62 per cent reduction that saved the agency AED1.5m annually. Trust in senior leadership rose from 60.6 per cent to 79.8 per cent, reflecting the success of its collaborative agency reset programme.
Raad added, “Being named Best Place to Work in the world proves we attract and grow the region’s best minds. By elevating our people from within, we’re doubling down on that momentum — giving them the runway to keep defying expectations and setting new benchmarks for creativity.”
“Nurturing people is more than a policy — it is the agency’s growth engine. By relentlessly investing in learning, mentorship, and well‑defined career pathways, TBWA\RAAD has built a workplace where its employees thrive,” he concluded.
