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posted on Feb. 03, 2025 at 4:10 pmFeb 3, 2025

TBWA\Raad’s Reda Raad on lessons learned along the way

posted on Feb. 03, 2025 at 4:10 pmFeb 3, 2025

TBWA\Raad CEO Reda Raad walks us through the benefits of investing in people, embracing flexibility, celebrating meaningful work, building trust and welcoming change.

Reda Raad, CEO, TBWA\Raad
If there’s one thing 2024 taught us, it’s that we should never be too comfortable at the top of our game. This was the year we took a hard look at our operating model, challenged the way agencies are ‘supposed’ to work, and proved that focusing on what matters most – our people – can unlock extraordinary growth and genuine impact.
As we head into 2025, here are some of the key lessons I’m carrying forward.
People are the most important asset
This might sound like the oldest cliché in the book, but trust me, it’s the most powerful one. For us, 2024 wasn’t about fancy slogans; i

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Tags:awards Change Competition cookie-cutter strategies lessons learned one-size-fits-all partnerships people Reda Raad reinvention staff TBWA\Raad trust

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.