TBWA\RAAD names Catherine Bannister as new Chief Strategy Officer

TBWA\RAAD announced the appointment of Catherine Bannister as its new Chief Strategy Officer, effective immediately.Bringing a wealth of experience to the role, Catherine will lead the strategic initiatives across TBWA\RAAD's diverse client portfolio. Her appointment underscores the agency's commitment to crafting holistic brand experiences and driving strategic growth opportunities for its clients.In her capacity, Catherine will collaborate closely with the strategy team, overseeing the development of disruptive strategies aimed at fostering growth and creativity. Her emphasis on leveraging advanced strategic thinking to deliver transformative ideas will further augment TBWA\RAAD's mission to provide unparalleled creative excellence and innovative solutions.Reda Raad, Group CEO at TBWA\RAAD, said: "We are thrilled to welcome Catherine to our leadership team. Her proven track record in leadership and strategic expertise make her an ideal fit for this role. With Catherine on board, we are poised to elevate our strategic capabilities, driving unprecedented success for our clients."Commenting on her appointment, Catherine added: "I am honored to join TBWA\RAAD's esteemed leadership team. The agency's commitment to excellence and its deep-rooted presence in the MENA region resonate with my own passion for the area. As a senior female leader, I am proud to contribute to an organization that has been recognized as one of the Best Workplaces for Women in the Middle East."With a distinguished career spanning various global leadership roles in the UK and Malaysia, Catherine brings extensive expertise in brand development, market expansion, and talent cultivation. Her tenure of four and a half years in the MENA region has equipped her with invaluable insights into regional dynamics, further enhancing her ability to deliver insightful strategic solutions.

TBWA\RAAD appoints Tony Kayouka as Head of social and content

TBWA\RAAD has announced the appointment of Tony Kayouka as its new Head of Social and Content. In this strategic role, Kayouka will play a pivotal part in advancing the agency's growth strategy and reinforcing its commitment to delivering disruptive and innovative creative content.As the Head of Social and Content, Tony Kayouka will take charge of TBWA\RAAD’s social media initiatives, concentrating on crafting compelling narratives and spearheading impactful campaigns. His focus is on adopting authentic approaches and integrating meaningful strategies that resonate with the audiences of client brands, establishing solid connections.Commenting on the appointment, Reda Raad, Group CEO at TBWA\RAAD, said: "In a rapidly evolving digital landscape, social media and content creation hold increasing power. Ensuring the digital growth of our clients is crucial. Tony’s appointment aligns perfectly with our dedication to creating agile and exceptional creative content. With his extensive experience and unique perspectives, he will undoubtedly contribute to our ongoing efforts in delivering groundbreaking social campaigns that resonate with culture, enhancing our clients’ online presence."Sharing his thoughts on the new role, Tony Kayouka added: “I’m thrilled to be joining TBWA\RAAD where passion is contagious. The team’s creative work stems from a profound determination to push conventional boundaries and surpass expectations. I'm eager to contribute my perspective and expertise to the agency’s growth while embracing the disruptive spirit that sets TBWA at the forefront of the advertising industry.”With a track record of success spanning diverse industries, including FMCG, F&B, QSR, Entertainment, Tourism and Hospitality, Governmental, Utility, Technology, and Automotive, Tony brings 16 years of experience to the table. His impressive journey as an early adopter has seen him navigate and shape the evolving landscape of digital media, mastering new platforms, and transforming data into captivating narratives.

TBWA\RAAD appoints Dan Leach as Managing Director for Saudi Arabia

TBWA\RAAD has announced the appointment of Dan Leach as the new Managing Director for its operations in Saudi Arabia. Currently serving as the Managing Director for Growth in Dubai, Leach's appointment to head TBWA\RAAD’s operations in the Kingdom strengthens the agency's presence in the country and continues its commitment to sustained growth and investment in the Middle East.The appointment aligns with TBWA\RAAD's growth strategy and follows the recent establishment of the agency’s new office in Saudi Arabia. The expansion enhances the agency's presence in the Kingdom, where it has been operating for over two decades, playing an instrumental role in supporting renowned brands such as Al Ula, Nissan, KFC, and NEOM.In his new role, Dan Leach, brings a wealth of experience and proven leadership, and aims to continue TBWA\RAAD’s legacy of delivering disruptive creative work for brands in Saudi Arabia.Reda Raad, Group CEO at TBWA\RAAD, highlighted the significance of this move, stating, "Dan’s appointment marks a pivotal moment in our ongoing commitment to shaping the advertising landscape in the Middle East. As we expand our footprint, TBWA\RAAD remains unwavering in our dedication to excellence and disruption. Dan's track record positions him as the ideal leader to oversee our operations in Riyadh and across the Kingdom, solidifying our impact there."Commenting on his appointment, Dan Leach said: “Saudi Arabia stands as the epicenter of opportunity and ambition in the Middle East, with projects emerging from the Kingdom resonating on the global stage. I look forward to continuing TBWA\RAAD’s growth in Saudi, further establishing our presence, and harnessing the best local talent to craft world-class disruptive work for global, regional, and local brands."

TBWA\RAAD and Core42 unite to boost creative AI innovation in the Arab world

Dubai: TBWA\RAAD, known as The Disruption® Company, proudly announces an unprecedented collaboration with Core42, a G42 company, marking a milestone in the field of artificial intelligence. This groundbreaking Memorandum of Understanding (MOU) establishes TBWA\RAAD as the first creative agency to harness the creative potential of Jais, the world's leading Arabic Large Language Model (LLM).Speaking of the partnership, Joe Lahham, Managing Director, TBWA\RAAD, said: "This exciting partnership between TBWA\RAAD and Core42 represents a significant moment where creativity meets advanced AI. We're embarking on a journey to redefine how people express themselves creatively in Arabic-speaking communities. This collaboration reflects our commitment to pushing creative boundaries and driving innovation in the Arab world."Noah Khan, Regional President of Digital & Innovation - CEE, Middle East and Africa at TBWA, expressed his enthusiasm too, saying: "We are very excited to be working with Core42 on exploring the great creative potential held within Jais, and to build future-facing expressions of creativity together."Jais, developed by G42's visionary subsidiary Inception (now Core42), is at the top of the line among Arabic Large Language Models. Trained on a dataset comprising 116 billion Arabic tokens and 279 billion English tokens, Jais is a 13-billion parameter model that promises to revolutionize generative AI applications across the Arabic-speaking world.Andrew Jackson, Executive Vice President and Chief AI Officer of Core42, emphasized the importance of collaboration in innovation, stating: "Through collaborative innovation, we are setting a new standard for AI advancement in the Middle East and ensuring that the Arabic language, with its depth and heritage, finds its voice within the AI landscape. We are excited about the prospect of exploring new applications for generative AI in the media and marketing industries and we look forward to working closely with the TBWA\RAAD team to deliver the next breakthrough in this domain."Named after the UAE's highest peak, Jais is the product of a groundbreaking collaboration between Core42, Mohamed bin Zayed University of Artificial Intelligence (MBZUAI), and Cerebras Systems. Its training took place on the Condor Galaxy 1 AI supercomputer, the cutting-edge creation of G42 and Cerebras, marking a significant leap forward in AI advancement within the Middle East.