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posted on Aug. 15, 2024 at 9:10 amAug 15, 2024

“Powerful stuff for humans … brands can enable people to be themselves”

posted on Aug. 15, 2024 at 9:10 amAug 15, 2024

TBWA\Raad's Catherine Bannister speaks to Campaign Middle East about cultural shifts and future-proofed strategies for sustained growth.

TBWA recently hosted the Edges 2024 event, curated by its cultural intelligence unit Backslash, to explore the most meaningful ways that brands can tap into and align with cultural shifts influencing the Middle East and North Africa (MENA) region, while paving a future-proofed path towards sustained growth.

Speaking exclusively to Campaign Middle East, Catherine Bannister, the Chief Strategy Officer at TBWA\Raad detailed the thought process behind Connection Quest and Roots Revival, two of the 41 “edges” identified by participants as “mind-opening” in today’s fast-paced digital age.

Catherine Bannister, Chief Strategy

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Tags:Backslash brand strategies Catherine Bannister community Connection Quest Connections cultural shifts Edges Edges 2024 heritage localisation Roots Revival sustained growth TBWA TBWA\Raad tradition

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.