Campaign’s Creative Faces to Watch 2025 – Aneeta Aby, Senior Strategist, TBWA\RAAD

Campaign’s Creative Faces to Watch 2025 – Aneeta Aby, Senior Strategist, TBWA\RAAD

Age: 25

Nominated by Catherine Bannister, Chief Strategy Officer:

Aneeta can only be described as a true strategic wonder. She is an amazing combo of being smart, capable, thoughtful and composed with a quirky, fun, sassy side that brings the twin aspects of great thinking with a strong feel for what will resonate culturally and with the youth.

 

As well as being there strategically in a very real sense for clients and new business, Aneeta is a spotter and contributor to the global Edges report that is launched by the TBWA Cultural Intelligence Unit, Backslash. There is no doubt in my mind, Aneeta will totally conquer the planning world.

Career highlights

I get to be curious for a living and I love it.

At TBWA\Raad, I enable brands to grab real-time opportunities, by diving into the shifts happening within human behaviour and the wider market. From working in social media to now being a part of the strategy team, I have been able to bridge creativity and rationality seamlessly for my clients across FMCG, Telco and F&B industries. I also lead research and initiatives done for our Cultural Intelligence Unit, Backslash, within the region – shedding light on how we can be in tune with modern culture.

Guiding principles

“Fake it till you make it.” – As controversial as it sounds, I believe this sentiment is what enabled me to show up every day irrespective of life’s curveballs. Tackling the work even if I may be sceptical, with a positive mindset, does work wonders. #TriedAndTested

Side hustle

It only took me a mere 25 years to figure out what it is that I want to do with my life – helping others reach their full potential. From being an #IAmRemarkable facilitator to hosting goal-setting workshops, I love encouraging the women around me to reach for the stars.

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