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Corporate Communications/Marketing Person of The Year 2024: Romy Abdelnour, TBWA\RAAD
The Gold winner of Corporate Communications/Marketing Person of The Year 2024 for Campaign's Global Agency of the Year Awards is Romy Abdelnour, Head of Communications, TBWA\RAAD.
When United Arab Emirates-based agency TBWA\RAAD decided to hit the reset button in 2024, its top-down transformation was designed to redefine the agency's culture around four core values: courage, belief, hunger, and collaboration. But first they needed someone who could turn corporate transformation into compelling narrative.
Enter Romy Abdelnour: the communications maestro who orchestrated agency-wide change. She turned internal transformation into external triumph through a symphony of strategic storytelling.
The numbers don't lie: 81 per cent employee engagement (up 14 points), 77 per cent drop in resignations, and 10 per cent revenue growth in 2024 alone, meant Omnicom's TBWA\RAAD emerged as a new benchmark for agencies in the Middle East and North Africa. Not bad for a year's work.
But Abdelnour's genius wasn't just in the metrics, it was in the execution. She transformed International Women's Day from corporate box-ticking into genuine policy change, adding 75 days full maternity pay, extra WFH days for working mothers, and annual wellbeing days. The result? A 48-point boost in female employee satisfaction and Fast Company recognition as a 'Best Workplace for Women'.
From launching #IAmRemarkable workshops to hosting industry-shaping events like the TikTok White Paper Launch: 'Storytelling in the Next Creative Renaissance,' analysing how technology fuels creativity in modern marketing, Abdelnour elevated the agency's voice and influence. Her efforts amplified the work of agency leaders, garnered $10m+ in earned media, and led to soaring client trust scores with brands like Nissan and Hilton.
Judges praised Abdelnour's 'strong track record on brand building, brand reputation and media relations.'
This content was first published on Campaign UK.
