Latest news with #Disruption®
Libnan News
26-05-2025
- Business
- Libnan News
'Laws Under Attack': ICRC Sounds the Alarm Over Strikes on Hospitals in Conflict Areas
- Advertisement - Dubai, UAE, May 22, 2025 – The International Committee of the Red Cross (ICRC) has launched a bold new campaign, Laws Under Attack, to draw global attention to the repeated targeting of hospitals and medical personnel in conflict areas —despite the Geneva Convention's explicit protections established over seven decades ago. When violence escalated in Lebanon in 2024, the last operational hospital in southern Lebanon became a direct casualty of targeted attacks. In a powerful statement to the world, the ICRC partnered with TBWA\RAAD to transform the very laws being violated into an urgent plea for accountability. Amid the rubble and scars of the Hospital, Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building's shattered walls. Each crack and burn stands as concrete evidence of international law violations—an arresting reminder that these laws must be honored and not ignored. This unprecedented initiative does more than commemorate the resilience of frontline medical workers—it demands that governments and armed groups alike respect humanitarian law and protect critical medical facilities. It is a resounding call to the global community to remember that laws written in ink cannot be erased by bombs. 'This campaign is crucial', said Simone Casabianca – Aeschlimann, Head of the ICRC Delegation in Lebanon, 'because it reminds us of what is needed and what can actually be done by the parties to a conflict to spare the civilians. It also ensures that medical and humanitarian teams are protected and can perform their duties in a dignified manner.' — ENDS About TBWA\RAAD: TBWA\RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide's presence across the Middle East and Africa. We are The Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named one of the Middle East's Most Innovative Companies by Fast Company Middle East in 2024, 2023 and 2022, one of the Best Workplaces for Women in the Middle East in 2024 by Fast Company Middle East, Adweek's 2024, 2022, 2021 and 2018 Global Agency of the Year. We are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made up of passionate, dedicated individuals with expertise across the total brand experience — from retail to social and digital, from B2B to experiential, from innovation to production, from design to content. Our regional clients include: Abu Dhabi Government Media Office, Apple, AWR Rostomani Arabian Automobiles, CNN, Commercial Bank of Dubai, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Pfizer, Philips, Pladis. Follow us on Instagram and Twitter and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC). About the ICRC: The International Committee of the Red Cross (ICRC) is a neutral, independent humanitarian organization dedicated to protecting and assisting victims of armed conflict and violence. With a presence in over 100 countries, the ICRC works to uphold international humanitarian law and provide lifesaving support where it is needed most.
Campaign ME
21-05-2025
- Campaign ME
How to spot fake news, AI-made imagery using TBWA, CJR's PSAi campaign
Columbia Journalism Review, one of the most respected voice on press criticism and the future of news, has launched a global campaign called The PSAi in partnership with TBWA\Chiat\Day New York to help people spot fake news, misinformation, differentiate real versus AI imagery, and identify the risks of AI-driven deception — as well as the role we all inadvertently play in spreading such visuals. The PSAi is a music video-centred social media campaign that outsmarts AI with AI – animating viral AI images that have made waves in culture to teach people how to spot fake images. People can visit to learn more about how to identify AI and understand the impact it has had on our media ecosystem. In conversation with Campaign Middle East, Derek Green, Chief Creative Officer, TBWA\RAAD, said, 'The Middle East is among the world's most connected regions. Yet that reach cuts both ways: the same feeds that spark creativity are also channels for AI-generated fakes that can circle the globe in seconds. Recent regional conferences have already flagged AI-generated images as a rising threat to trust in everything from elections to humanitarian reporting.' Green added, 'Columbia Journalism Review's PSAi campaign — developed with our colleagues at TBWA\Chiat\Day New York — offers the sort of creative intervention the world needs. By turning AI on itself, it teaches people how to spot AI-driven deception and reminds every scroller that they're not just viewers, but publishers whose shares either amplify falsehoods or protect the truth.' 'This is Disruption® used for good: tackling a global challenge with the very technology that created it.' — Derek Green, CCO, TBWA\Raad With misinformation claims rising to 80 per cent for images and video, coupled with 34 million AI-generated images being created daily, the need for consumers to educate themselves on how to detect AI is more important than ever. For the past 100 years photography has been one of the greatest tools journalists have to establish truth and trust. But today, AI generated photos are making it increasingly difficult for consumers to distinguish between real and fake media. In 2024, a study of 2,000 US consumers reaffirmed the concern as 76 per cent of participants were unable to spot AI-generated images. Betsy Morais, Acting Editor of the Columbia Journalism Review, 'AI has already begun to transform the environment for news and information. The novel approach of this campaign is to use AI as a tool to spot AI visuals as fakes — and to highlight the role everyone plays in making them go viral.' Since 1961, CJR has advocated for best practices in the journalism community, and believes in strong standards for verification, transparency and media literacy. With this campaign, CJR aims to recognise that if the press once had a singular power to document and publish news, versions of that work are now also visible across the vast expanse of the internet — populated by disinformation agents, synthetic-media hobbyists, and people who share what they see when they scroll. Morais added, 'At stake is trust in substantiated information and the health of democracy. It is our hope that people will feel empowered by this campaign to recognise their individual roles as newsmakers, and to promote a future based on truth.' To support the launch and continue its fight against misinformation, CJR is also sharing new research on AI and the press from Columbia's Tow Center for Digital Journalism. Dustin Tomes, Chief Creative Officer, TBWA\Chiat\Day NY, said, 'There's never been more confusion about what's real and what's fake on the Internet. The PSAi is designed to give people simple, effective tools to spot the difference — without requiring too much effort. This isn't a silver bullet, but by delivering this education in a memorable way, we hope more people will engage and apply these lessons. Tomes concluded, 'After all, fake news doesn't spread itself. This isn't an anti-AI campaign; in fact, AI played a critical role in creating it. But today, we're all newsmakers — so we have to be more aware. We're proud of our longstanding partnership with the Columbia Journalism Review to spotlight timely issues such as 'Are You Press Worthy?' — so coming together again for this project felt not only fitting, but essential.' CREDITS: Client: Columbia Journalism Review Betsy Morais – Acting Editor Agency: TBWA\Chiat\Day NY Dustin Tomes – Chief Creative Officer
Campaign ME
12-03-2025
- Business
- Campaign ME
TBWA\Raad appoints Derek Green as Chief Creative Officer
TBWA\Raad has appointed Derek Green as its new Chief Creative Officer, reinforcing the agency's commitment to bold innovation and transformative thinking. With more than 25 years of international experience, Green has led award-winning campaigns for global brands, including Verizon, Samsung, McDonald's, KFC, Novartis, P&G, Coca-Cola, Amex, IBM, Nestlé and Corona. 'We are thrilled to have Derek join our leadership team,' said Reda Raad, Group CEO of TBWA\Raad. 'His track record of championing bold ideas and challenging category conventions makes him the ideal leader to steer our creative vision. We're thrilled to have him join us at a time when the industry needs to reimagine what's possible.' Green's creative philosophy aligns closely with TBWA's Disruption® mantra: to create brave concepts that truly differentiate brands in the marketplace. Commenting on his new role, Derek Green added, 'I'm excited to join TBWA\Raad at such a pivotal time for the region, where the industry is primed for brave thinking. True innovation happens when we dare to challenge norms, and I look forward to driving impactful, disruptive solutions that shape the future of our clients' brands.' Having worked across Australia, the USA, Europe, the Middle East, and Africa, he has built high-performing teams recognised for developing insight-driven marketing and communications strategies. These teams also have have earned some of the industry's most coveted awards across three continents. By blending daring creativity with TBWA\Raad's signature Disruption® approach, Green stated that he aims to empower clients to seize opportunities in fast-paced markets, shaping brand experiences and effective strategies for lasting success. Green was previously VP and Executive Creative Director at R/GA in New York, where among other accounts, he led social media and activations for Verizon, and was the Global ECD on Samsung. He created and led on global product launches for Galaxy products as well as content for Galaxy's social platforms.
Zawya
12-03-2025
- Business
- Zawya
TBWA\RAAD names Derek Green as Chief Creative Officer
Dubai, UAE — TBWA\RAAD has announced the appointment of Derek Green as its new Chief Creative Officer, reinforcing the agency's commitment to bold innovation and transformative thinking. With over 25 years of international experience, Green has led award-winning campaigns for some of the world's most iconic brands—including Verizon, Samsung, McDonald's, KFC, Novartis, P&G, Coca-Cola, AMEX, IBM, Nestlé, and Corona. His creative philosophy aligns closely with TBWA's Disruption® mantra: to create brave concepts that truly differentiate brands in the marketplace. Having worked across Australia, the USA, Europe, the Middle East, and Africa, he has built high-performing teams recognized for developing insight-driven marketing and communications strategies that have earned some of the industry's most coveted awards across three continents. 'We are thrilled to have Derek join our leadership team', said Reda Raad, Group CEO of TBWA\RAAD. 'His track record of championing bold ideas and challenging category conventions makes him the ideal leader to steer our creative vision. We're thrilled to have him join us at a time when the industry needs to reimagine what's possible.' Commenting on his new role, Derek Green added: 'I'm excited to join TBWA\RAAD at such a pivotal time for the region, where the industry is primed for brave thinking. True innovation happens when we dare to challenge norms, and I look forward to driving impactful, disruptive solutions that shape the future of our clients' brands.' By blending daring creativity with TBWA\RAAD's signature Disruption® approach, Green will empower clients to seize opportunities in fast-paced markets, shaping brand experiences and effective strategies for lasting success. About TBWA\RAAD: TBWA\RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide's presence across the Middle East and Africa. We are The Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named one of the Middle East's Most Innovative Companies by Fast Company Middle East in 2024, 2023 and 2022, one of the Best Workplaces for Women in the Middle East in 2024 by Fast Company Middle East, Adweek's 2024, 2022, 2021 and 2018 Global Agency of the Year. We are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made up of passionate, dedicated individuals with expertise across the total brand experience — from retail to social and digital, from B2B to experiential, from innovation to production, from design to content. Our regional clients include: Abu Dhabi Government Media Office, Apple, AWR Rostomani Arabian Automobiles, CNN, Commercial Bank of Dubai, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Pfizer, Philips, Pladis. Follow us on Instagram and Twitter and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC).
Zawya
10-03-2025
- Business
- Zawya
TBWA\RAAD celebrates International Women's Day with Speed Power Talks #FromWomenForWomen
Dubai, UAE — TBWA\RAAD marked International Women's Day by teaming up with the American University of Sharjah (AUS) for an empowering initiative that provided young, ambitious female students and alumni with practical skills and career-defining insights. The agency hosted Speed Power Talks, a series of fast-paced mentoring sessions led by TBWA\RAAD's women professionals, focused on passing down the knowledge they have gained throughout their careers. 'At TBWA\RAAD, we believe that real progress happens when women actively share the very knowledge that forged their journeys,' said Romy Abdelnour, Head of Communications at TBWA\RAAD. 'Negotiation, resilience, creativity—these are skills that shape lives, not just careers. That's why, this International Women's Day, we're passing them on, #FromWomenForWomen.' During the event, mentors offered first-hand advice on diverse topics such as smart saving in finance, being resourceful in production, cultivating leadership traits through HR, leveraging prompt trends for personal growth in the digital realm, harnessing the power of persuasion in creativity, decoding trends in strategy, and boosting visibility on LinkedIn through effective PR. Each session was designed to spark open, unfiltered conversations and help participants develop the confidence to navigate both their professional and personal journeys. Rooted in #FromWomenForWomen, the event underscored the agency's ongoing commitment to fostering growth opportunities for women within the creative industry. By sharing their hard-earned expertise, TBWA\RAAD mentors demonstrated that empowering others is the most effective way to build a more equitable, dynamic workforce. About TBWA\RAAD: TBWA\RAAD was established in the United Arab Emirates in 2000 to develop and expand TBWA Worldwide's presence across the Middle East and Africa. We are The Disruption® Company, a collective of creative minds with an unlimited creative canvas. We use creativity to help businesses challenge the status quo and capture an unfair share of the future. Named one of the Middle East's Most Innovative Companies by Fast Company Middle East in 2024, 2023 and 2019, one of the Best Workplaces for Women in the Middle East in 2024 by Fast Company Middle East, Adweek's 2024, 2022, 2021 and 2018 Global Agency of the Year. We are a disruptive brand experience company that uses trademarked Disruption® methodologies to help businesses address their challenges and achieve transformative growth. Our collective is made up of passionate, dedicated individuals with expertise across the total brand experience — from retail to social and digital, from B2B to experiential, from innovation to production, from design to content. Our regional clients include: Abu Dhabi Government Media Office, Apple, AWR Rostomani Arabian Automobiles, CNN, Commercial Bank of Dubai, du, Essence, Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, KFC, Meta, NEOM, Nissan, Pfizer, Philips, Pladis.
