Joe Lahham, Managing Director, TBWARAADJoe Lahham, Managing Director, TBWA\RAAD has been recognised on Campaign Middle East’s 40 Over 40, which honours leaders who have shaped the regional brand and marketing industry over the past 15 years and more.
This is not a ranking. It is the first edition of an annual platform created to spotlight senior industry figures aged 40 and older. They represent different disciplines and different leadership styles but are all builders of brands and businesses.
These have been recommended as caretakers of client trust and custodians of culture. The 40 over 40 list celebrates the people who have moved the needle – not for a season or for a single campaign cycle, but for several years.
Born and raised in Dubai, Lahham is an advertising and marketing leader with more than 20 years of experience across the MENA region. Fuelled by passion and curiosity, he proposed joining his dream agency as an unpaid intern when no vacancies existed – earning his first role three months later. After honing his craft at Leo Burnett and Wieden+Kennedy, he joined TBWA\RAAD, delivering award-winning work for du, KFC, Nissan and Louvre Abu Dhabi.
TOP ACHIEVEMENTS OVER THE PAST 12 MONTHS
- Achieved an eight consecutive year of double-digit growth, driven by
new business wins and disciplined client retention. - Grew revenue by several millions through strategic upselling and cross-selling of TBWA products such as NEXT, AI, social and digital, and innovative production partnerships.
- Maintained an 80 per cent new business conversion rate while securing renewal of three major contracts, reflecting an average client relationship of eight years.
- Led TBWA\RAAD to Agency of the Year and Network of the Year at Dubai Lynx.
- Named one of the region’s Most Innovative Companies for four consecutive years and TikTok MEA Agency of the Year 2026.
- Ranked #1 Head of Client Servicing (2018) and #1 General Manager (2019, 2022) in the Black & White Report
- Cultivated long-term client partnerships. Delivered fivefold growth for KFC MENA and 22 per cent growth for du, resulting in expanded scopes and renewed contracts.
- Led the commercial debuts of du, STC Kuwait/Bahrain and Ooredoo’s rebrand.
- Helped propel du’s brand value beyond $3bn and sustain Ooredoo’s top 50 global telecom ranking.
CLIENT RECOMMENDATION
Ahmed Arafa
CMO, KFC
Working with Joe has been an inspiring journey. He combines creative brilliance with a deep understanding of business objectives, which ensures every campaign is both impactful and relevant. His collaborative approach has been vital to elevating KFC’s brand presence, as he seamlessly unites cross-functional teams and encourages open dialogue. Joe consistently challenges norms, pushing us to be bolder and more innovative, contributing to the brand’s consistent growth throughout the years.
