Dubai 100: Meet Reda Raad – The visionary shaping MENA's advertising sector
In a sector that continues to be reshaped by technological evolution and shifting consumer demands, Raad has established himself as one of the region's most formidable forces in advertising.
His journey from modest beginnings to advertising powerhouse exemplifies the very spirit that has propelled Dubai to global prominence.
A new benchmark for business influence
The Dubai 100 list represents Arabian Business' commitment to identifying and celebrating the individuals shaping Dubai's future. Launched as part of the publication's revamped ranking methodology for 2025, the list employs a sophisticated nine-parameter evaluation system designed to capture the evolving nature of business influence in the Middle East.
Under this system, candidates are evaluated on a standardised 10-point scale across nine key areas, with inspiration emerging as the most heavily weighted factor at 20 percent of the total score.
Legacy and economic contribution each command 15 percent of the final score, while cultural impact, community engagement, entrepreneurial achievement, and social media presence are weighted at 10 percent each. Environmental impact and innovation round out the criteria at 5 percent each.
Raad's ranking reflects his cumulative weighted score across all nine parameters, offering unprecedented insight into the factors driving his influence within Dubai's dynamic business ecosystem.
From international roots to Dubai pioneer
Born in Lebanon in 1973, Raad's early life was defined by cultural diversity. His cosmopolitan upbringing across Cyprus, Paris, London, and Lebanon before settling in Dubai in the mid-1980s equipped him with a global perspective that would later become his professional hallmark.
This international outlook has proved invaluable in an increasingly interconnected market where understanding diverse perspectives drives creative success.
'Dubai is always two steps ahead—a global hub of growth and opportunity that shapes trends and inspires the world,' he told Arabian Business. 'Its transformation from a humble fishing village to a cosmopolitan powerhouse proves that 'impossible is nothing' when vision meets determination.'
Raad graduated from Syracuse University in New York with a double major in advertising and marketing management, building the educational foundation for his future success. He currently chairs the university's Middle East and North Africa (MENA) Alumni Board, reflecting his commitment to fostering educational and professional growth in the region.
Strategic vision and leadership
Raad, previously named the region's number one CEO by the Black & White Report, spearheaded a consolidation strategy, creating an integrated powerhouse with data and content at its core.
This forward-thinking approach has attracted partnerships with global brands including Apple, Louvre Abu Dhabi, Infiniti, KFC, Nissan, Hilton, and Standard Chartered Bank, among others.
'The most significant lesson I've learned in Dubai is the importance of continual reinvention,' Raad explained. 'You have to stay in a perpetual state of beta, always ready to adapt, reset, and start over as many times as it takes.'
This philosophy extends beyond business strategy to corporate culture. The agency's 2024 recognition as one of the Best Workplaces for Women and one of the Middle East's Most Innovative Companies highlights Raad's commitment to fostering a people-centric environment where innovation and talent thrive.
Award-winning impact
Raad's influence extends beyond his company's success. His personal contributions to the advertising industry have been widely acknowledged, with appearances in Campaign's prestigious '40 over 40' list and recognition as Advertising Person of the Year.
In 2024, his continued relevance and authority in the field was further cemented when he was selected as a jury member for Campaign's '40 Over 40 Awards 2025.'
This recognition speaks to his position as a thought leader whose insights continue to shape the future of advertising in the Middle East and beyond.
A people-first approach
Beyond his professional achievements, Raad's commitment to educational development in the region remains steadfast.
Through his role as chair of Syracuse University's Middle East and North Africa Alumni Board, he creates pathways for emerging talent and helps bridge the gap between academic knowledge and industry requirements.
This dedication to nurturing the next generation of creative minds reflects his commitment to fostering an environment where talent can create their best work, and his broader vision for the region's advertising landscape—one where innovation, disruption, and excellence are continuously renewed through fresh perspectives.
Future-proofing brands
Reda has built a future-ready agency by leveraging innovation and culture to deliver transformative solutions that ensure relevance, resonance, and impact for clients' brands.
By utilizing TBWA's proprietary tools—such as Collective AI and Edges—the agency ensures that its work remains effective, culturally attuned, and drives sustained growth for client businesses, helping them capture a larger share of the future.
A philosophy of Disruption®
When asked for advice to emerging entrepreneurs, Raad's response encapsulates the Disruption® ethos that has defined his career.
'In today's unpredictable world, playing it safe is the biggest risk because it drowns you in a sea of conformity. Be disruptive—challenge norms and conventions, and remember that taking big risks often leads to the greatest rewards,' he said.
This commitment to courageously embracing change has guided his leadership approach at TBWA\RAAD, where his philosophy emphasises investing in people, embracing flexibility, and building trust. He believes in celebrating meaningful work and adapting to change, principles that have fostered a positive and inspiring environment.
Raad's success story is inextricably linked to Dubai's own remarkable trajectory.
'When setbacks happen, see them as valuable lessons rather than final defeats,' he advised, echoing the resilient spirit that has defined both his career and the city he calls home.
As Dubai continues to redefine what's possible in the 21st century, leaders like Raad demonstrate that breakthrough success comes not from following established pathways but from having the courage to forge entirely new ones. His inclusion in the Dubai 100 list recognises not only his past achievements but his ongoing contribution to the vibrant business ecosystem that makes Dubai a global hub of innovation and enterprise.
'Above all, do the brave thing, always,' Raad concluded — a philosophy that has not only guided his personal success but contributed to Dubai's reputation as a city where visionaries can transform bold ideas into world-changing realities.
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