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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