TBWA Archives - Campaign Middle East

FP7 McCANN Riyadh appoints ECD, Head of Strategy

Anup Oommen — Tue, 03 Feb 2026 07:31:20 +0000

FP7 McCANN Riyadh has appointed Rawad Eldahouk as Head of Strategy and Saadi Alkouatli as Executive Creative Director, continuing its strong momentum and growth. These roles reflect the ongoing commitment to creativity as a growth engine, strengthening its ability to deliver culturally grounded, strategically driven, understanding local ambition and business-focused solutions for clients in the […]

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MENA agencies remain ‘strong’ despite major global Omnicom-IPG shakeup

Anup Oommen — Wed, 03 Dec 2025 05:16:10 +0000

Leaders from agencies within major holding groups have told Campaign Middle East that the major global shake-up following Omnicom’s takeover of Interpublic Group (IPG) will have minimal fallout on the Middle East region. Earlier this week, as the UAE was celebrating its 54th National Day with a long weekend, news broke across the globe that […]

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TBWA\RAAD marks Emirati Women’s Day with a collective portrait of community

Anup Oommen — Thu, 28 Aug 2025 10:00:03 +0000

TBWA\RAAD marked Emirati Women’s Day with Art Imitates Her, a gathering that transformed stories into art and connection into community. The event brought together inspiring Emirati women from across industries, alongside mentors, colleagues, and friends, to co-create a collective mural: a living canvas of resilience, creativity, and unity. Over a relaxed breakfast, women shared candid […]

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Marketers, CCOs, industry leaders call for caution, collaboration on data and creativity

Anup Oommen — Mon, 10 Mar 2025 08:00:22 +0000

As brands in the Middle East – and the agencies servicing them – increasingly lean into artificial intelligence (AI) algorithms to craft marketing strategies and campaigns, one of the most fiercely debated topics is the evolving role of humans in the creativity process. Are we transitioning from ‘AI versus human creativity’ to ‘AI-dependent human creativity’? […]

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The complete AI lowdown from CES 2025: buzzword to backbone

Anup Oommen — Fri, 31 Jan 2025 11:45:52 +0000

Let’s imagine – Ahmed is at home, pondering what to prepare for dinner. Confused, he turns to his smart fridge and asks, “What can I make with what I have?” Within moments, the fridge scans its contents, analyses possibilities, and suggests a recipe. What may have seemed futuristic a decade ago is now a reality. While […]

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Athar Festival partners with Omnicom leaders to prepare future CMOs in KSA

Anup Oommen — Wed, 16 Oct 2024 06:04:53 +0000

The brand, marketing, creative, and advertising industry in the Kingdom of Saudi Arabia has grown in leaps and bounds over the past decade, but now the time has come for its CMOs to claim a seat at the table on the global stage, as well. In order to achieve this, organisations need to plug the […]

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TBWA names new Global CEO, Omnicom Advertising Group appoints global heads

Anup Oommen — Thu, 29 Aug 2024 08:19:12 +0000

Omnicom Group has unveiled its new global division Omnicom Advertising Group (OAG), which aligns its creative agencies globally under one leadership team, following which TBWA has revealed changes to its global leadership. In the Middle East region, the newly structured OAG will oversee creative networks including Impact BBDO, TBWA, and DDB Dubai. The global OAG […]

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Nissan overtakes the marketing manifesto to “spark a movement”

Anup Oommen — Thu, 15 Aug 2024 07:33:27 +0000

Nissan Middle East, in collaboration with TBWA\RAAD and Big Kahuna Films, has launched a brand campaign for its “Defy Ordinary” brand platform developed by Nissan United in Dubai. The centerpiece of this campaign is a cinematic piece, launched in both Arabic and English, which aims to transcend the typical automotive commercial. With a focus on powerful […]

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“Powerful stuff for humans … brands can enable people to be themselves”

Anup Oommen — Thu, 15 Aug 2024 05:10:28 +0000

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, […]

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Du ‘Blue Man’ ad campaign boldly ‘puts B2B in the corner’

Anup Oommen — Mon, 29 Jul 2024 12:12:20 +0000

Du has departed from traditional B2B advertising norms for its latest ‘Business Starter’ teaser campaign. Instead of favouring formality, the brand has opted to play on curiosity, intrigue, and the mysterious. For a whole week, Du ran a campaign with a creative of a “blue man” without any mention of the brand, product, pricing, promotion, […]

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