In this Industry Snapshot, Reda Raad, Group CEO of TBWA\RAAD, shares insights on the factors driving creative differentiation, the role of data and AI in shaping campaigns, and why the fusion of local culture, craft, and commerce is essential. He also shares the need for bravery in creativity, the impact of AI on the industry and how brands can break through the noise with bold, disruptive ideas.
As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?
Agency culture:
In an era defined by volatility – where everyone’s tempted to play it safe – the real danger is not taking creative risks. A strong internal culture is the antidote. By fostering collaboration, creativity and inclusivity, we empower teams to challenge conventions and stand out amid the noise. This environment of shared courage enables work that resonates powerfully.
Alignment and consistency:
Clarity on who you are and what you stand for carries immense weight in unpredictable times. Agencies that remain consistent in their values and operations – from internal processes to client relationships – build enduring trust. It’s this steadfastness that allows them to continue taking bold creative steps without losing sight of their core identity.
Philosophy or mantra:
Every agency needs a guiding and unifying principle that informs how it approaches work and partnerships. For us, Disruption® is a driving force – pushing us to break conventions and look at challenges from unexpected angles. This philosophy nurtures our entire operating model, fuelling innovative thinking and bold executions.
People:
Ultimately, it’s people – diverse in background, perspective and expertise – who push boundaries and keep the work fresh. When you blend varied talents under a unifying, disruptive mindset, you get the kind of bold thinking that cuts through the clutter.
Could you comment on whether the coming together of local culture, craft and commerce is critical to creativity in 2025?
I believe the fusion of local culture, craft and commerce is not just important – it’s absolutely essential for creativity in 2025.
Local culture: Grounding ideas in local insights ensures that campaigns resonate deeply. When we understand the nuances of people’s behaviour, traditions and aspirations, we can develop work that speaks to them and connects in a meaningful way.
Craft: In a world increasingly driven by AI and “quick fixes,” genuine craftsmanship is the differentiator. It’s the layer of artistry that elevates good ideas into memorable, standout work, helping brands cut through the noise.
Commerce: Creativity should always drive tangible impact. We’re in the business of delivering solutions that boost our clients’ bottom line. By marrying culturally relevant storytelling with craft, we help brands connect with audiences in a way that ultimately drives sales and growth.
In your opinion, what are the most significant changes the industry has witnessed during the past 12 months?
The impact of AI: Over the last year, AI has shifted from a novelty to a standard tool in our creative arsenal. It is helping people generate ideas, optimise media placements and personalise customer experiences at scale.
The rise of hyper-personalisation: Consumers now expect highly tailored content. Data-driven insights allow us to deliver messages that speak directly to individual preferences, making experiences more relevant and impactful.
Purpose-driven creativity: We continue to see an increasing emphasis on work that not only sells, but also serves a higher purpose. Brands are being held accountable, and consumers are seeking out those that show genuine commitment to social and environmental initiatives.
What will it take to cut through the noise in the year ahead?
Brave Creativity. It will take courage, authenticity, bravery and, above all, Disruption®. Chaos demands bold thinking. Playing it safe might seem logical in uncertain times, but it’s actually a huge mistake. Marketers who focus solely on short-term gains often surrender enormous long-term opportunities. The most effective work stems from challenging norms and engaging with audiences in unexpected ways. In a cluttered market, the real risk is failing to stand out. Brands need to be brave, take risks, disrupt.
Can you share an example or two of how audience analytics, behavioural data and AI informed creative intelligence?
At TBWA\RAAD, we see AI as a creative catalyst. Guided by neuroscience principles, our proprietary AI looks at four key factors – attention, emotion, memory and cognitive demand – to measure effectiveness. We benchmark these insights against industry standards across social media, out-of-home, digital display, and more, ensuring our work is not only visually striking but scientifically validated to capture hearts and minds. In short, it’s creativity backed by science.
A powerful example is our data-driven work for KFC, recognised at the MENA Effie Awards. We used AI to analyse KFC’s content, mapping critical elements – food, colours, people, emotions, text and even furniture – to performance data. One game-changing insight was that close-ups of food outperformed promotional ads, leading us to prioritise mouthwatering visuals over discounts. This move tripled KFC’s app sales in one year, increased downloads by 62 per cent and boosted app sessions by 71 per cent. Here, AI wasn’t just a data tool; it became a guide for disruptive creative strategies that delivered significant results.
The industry needs to wake up from …
The creative industry needs to wake up from playing it safe. Too many brands are stuck in a cycle of predictable storytelling, mistaking familiarity for effectiveness. But safe ideas don’t shift culture. Creativity should challenge, provoke and demand attention. If the industry keeps recycling the same ideas, audiences will tune out. It’s time to break the pattern and create work that truly moves and impacts culture.
By Reda Raad, Group CEO of TBWA\RAAD
