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Publicis Groupe’s Tahaab Rais reveals ‘a hidden strength’

Publicis Groupe Middle East and Turkey’s Tahaab Rais shares the secret strength of being autistic in an act of hope to inspire others, and shares qualities that makes people with autism valuable.

Tahaab Rais, Chief Strategy Officer and Film Director, Publicis Groupe Middle East and Turkey
Tahaab Rais, Chief Strategy Officer, Publicis Groupe Middle East and Turkey shares the ‘value’ of being autistic.

Many of us must stand in the limelight – leading teams, directing work, delivering speeches, hosting workshops, winning awards, etc.

Being seen a lot, there are some important parts of us that make us who we are, that some of us keep unseen; not out of shame, but because we expect misunderstanding, judgment, and the impact it might have on how others see us.

One such thing, for me, has been the journey with autism.

Autism, to me, has never been a limitation but how I approach the world. It has given me a unique perspective – a way of empathising with people, seeing patterns in chaos, distilling complex problems into ideas, and obsessing over details that elevate work from everyday to a little less everyday. It’s a lens that has shaped me in life and at work.

Having said that, it has also been a quiet, relatively private journey. Like many autistic adults, adapting my behaviour to blend into a neurotypical world, I’ve learned to mask.

I was on a shoot recently and a couple of fantastic partners on the team were surprised to learn this truth about me. But this effort to ‘perform’ in ways that ensure one isn’t seen as different comes at a cost – exhaustion, self-doubt and the sense that we can never fully reveal our true selves.

The time then came to embrace the fullness of who I am – not just for my own authenticity, but to help others see the potential autistic individuals can bring.

Channeling the power of being autistic in creative marketing

Autistic people possess qualities that make them valuable to companies. Here are just a few ways how they can bring value:

Unparalleled focus and attention to detail

Many excel at diving into subjects they’re passionate about, uncovering insights and nuances others might not. This means spotting connections, trends or untapped opportunities that lead to groundbreaking ideas.

Distinctive thinking

Autistic minds often think outside the box, because we live outside the box. This ability to see the world differently allows us to challenge conventional ideas and create fresh, unexpected ones that resonate more meaningfully.

Analytical skills

The ability to analyse data, spot patterns and derive meaning is a critical skill. For autistic people, who often have a natural affinity for systems and logic, this can be a superpower in areas like strategy, market research and performance marketing.

Authentic storytelling

Autistic individuals are highly observant, picking up on subtleties in human behaviour, emotions, and communication. Being outliers, we also have a sense of empathy for the human condition and anxieties others face. This makes us great partners, parents and creators too. This depth of perception can fuel authentic, emotionally resonant storytelling – key in effective marketing.

Dedication to excellence

For many autistic people, there’s no such thing as ‘good enough’. Whether it’s crafting a strategy, designing a journey, creating an idea across platforms, or perfecting a pitch, we bring an unrelenting commitment to quality that elevates everything we touch.

Next, to unlock the brilliance of autistic individuals, it’s essential for workplaces to empathise with and support us and start with understanding the challenges we face in environments designed for neurotypical minds:

Redefine ‘normal’

Autistic individuals communicate differently, prefer different routines, or need accommodations like quiet spaces or flexible schedules. Embracing these differences isn’t just kind. It’s smart. By allowing us to work in ways that suit our strengths, companies can enable us to perform at our best.

Create inclusive workspaces

Diversity isn’t just about representation. It’s about creating an environment where everyone feels valued. Foster a culture of openness, where differences are celebrated rather than stigmatised. Rather than trying to make us fit into a predefined mold, celebrate and leverage our unique talents.

Value differences

Encourage collaboration by valuing diverse thinking styles and fostering an environment where everyone’s voice is heard. Understand that an autistic individual’s approach may not always follow conventional norms, and that’s a good thing.

Recognise and respect boundaries

Social interactions can be draining for some autistic individuals. Respecting our boundaries, whether it’s skipping a group lunch or opting out of small talk, shows empathy and understanding.

Provide clear feedback and expectations

Many autistic individuals thrive when given clear, specific feedback and expectations. Ambiguity can be a significant source of stress, so ensuring that tasks and goals are well-defined enhances both productivity and morale.

Invest in understanding and training

Building awareness about autism within teams and leadership can break down barriers and dispel stereotypes. Educate teams about neurodiversity and the strengths it brings, and train managers to provide effective, compassionate support.

Shifting the narrative

Autism has long been misunderstood, especially in industries like marketing. But the abilities that autistic individuals bring are not only valuable but essential in today’s fast-changing world.

When I reflect on my journey, I see mistakes and rejections, but I also see resilience, passion, the power of difference and happiness. Autism has been a limitation for me.

But it has been a source of strength too – as a strategist, as a leader, as a writer, as a filmmaker, as a father, as a friend, and as a partner. It’s what drives me to create, to connect and to lead with authenticity.

Coming out as autistic is an act of hope to inspire others – especially autistic but also neurotypical – to embrace their truths, to challenge stereotypes, and to build an industry where differences are celebrated. This isn’t just a moral imperative; it’s a strategic business one, as it makes the work richer.

To others like me, know that your perspective is your superpower. Don’t hide it. Let it shine. And to the leaders, colleagues and allies reading this, know that empathy is your superpower. Use it to create spaces where brilliance, however it manifests, can flourish. Not as conformity to a single ideal, but as the celebration of diverse minds working together to shape something that makes our work – and us – valuable.

By Tahaab Rais, Chief Strategy Officer and Film Director, Publicis Groupe Middle East and Turkey