Latest news with #RAAD
Campaign ME
07-05-2025
- Entertainment
- Campaign ME
Marketing is ‘future-forward in the Kingdom'
In this Industry Snapshot, TBWA\RAAD's Dan Leach explores how future-forward marketing is redefining the landscape in Saudi Arabia – driven by AI, hyper-personalisation, deep cultural relevance, and a generation eager to form meaningful connections. It is important not to group Saudi Arabia within 'Middle East marketing strategies,' but instead to focus on marketing specifically for Saudi Arabia because… Saudi is moving at its own speed under Vision 2030. A young, digital-first population and a surge of new industries demand messages that speak to local culture and ambition—one size for 'the Middle East' simply misses the mark. Above all, brand, marketers, and agency leaders in Saudi Arabia must prioritise… Deep cultural relevance. Go past surface storytelling to reflect Saudis' daily habits, values and pride, turning real insights into ideas that feel genuine and foster meaningful connections. The biggest marketing disruption in Saudi Arabia in the next two years will be… AI everywhere – real-time personalisation, predictive analytics and AI-generated content – leading to hyper-relevant messaging and immersive digital experiences while blending with the Kingdom's fast-rising entertainment and tech scene. We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because… They put Saudi on the world stage and open huge canvases for brands to merge on-ground experiences with digital storytelling, earning both local love and global reach. The biggest proportion of marketing budget allocation for brands in Saudi Arabia should be towards… Data-driven digital experiences – social, gaming, AR/VR and mobile – that let Gen Z and millennials interact, personalise and share in real time. Local Saudi Arabia icons, celebrities, influencers, and gamers will have an effect on Saudi marketing because … They are the cultural heartbeat. Partnering with Saudi creators, athletes and musicians gives brands instant credibility and authentic, grassroots advocacy. The most important challenge that needs to be addressed within Saudi Arabia's creative, marketing, and advertising industry is… Developing and retaining Saudi talent. Growing the next wave of home-grown creatives, strategists and technologists is vital for lasting innovation and success. My opinion on the brand versus performance debate is that… It's not an either/or scenario. Successful marketers in Saudi Arabia will be those who can seamlessly merge brand-building with performance marketing, using data insights to optimise campaigns without diluting the creative spark that captures the hearts of consumers in the Kingdom. By Dan Leach, Managing Director, TBWA\RAAD Saudi Arabia.
Campaign ME
28-04-2025
- Entertainment
- Campaign ME
Will a gaming strategy become as critical as a social media strategy?
With gaming audiences growing at record speed across the region, almost rivalling social media in size and engagement, brands have jumped in to leverage the trend with Fortnite concerts, in-game brand collabs and more. With gaming becoming a bigger part of digital culture, we asked a cross-section of the industry if a gaming strategy soon become as critical as a social media strategy in the media and marketing mix? Here's what the experts had to say: Rony Skaf Executive Digital Director, TBWA\RAAD YES Can brands afford to ignore 70.7 million prospects – the 92 per cent of under-30s in the UAE, KSA and Egypt? Gaming is growing fast, up 3.3 per cent year-on-year among youth. But here's the catch: the right strategy isn't about ad placements inside games. Brands need to look for ways to enhance the gaming experience, just like KFC did with their 'Bribe Bucket' in Call of Duty or their GameChangers initiative supporting female gamers in Saudi. As audiences move from passive scrolling to immersive play, gaming strategies will be key to unlocking new, innovative brand spaces. Alex Simonian Managing Director, Another in Kingdom YES Gaming is no longer just entertainment – it's become a cultural force equalling social media in audience size and engagement. While many brand integrations today are still surface-level, pioneers like Orange Telecom's GTA collaboration show the incredible potential for deeper engagement. The future in my opinion is very exciting and lies in seamless brand-gamer interactions, where brands go beyond traditional sponsorships or 'implanted presence' to designed experiences within gaming ecosystems. Instead of piggybacking on existing platforms, brands will create immersive, interactive spaces that feel organic to the gaming world – building lasting connections with players. Rey Sawan Regional Marketing Manager – Brand, Samsung Electronics – MENAT NO The sensational sells. That's why Sports Illustrated covers still promise '10 New Secrets to 6-Pack Abs' every month, why our slides centre around graphs that point up or down instead of staying flat, and why gaming has been 'on the rise' in digital culture for decades. Our marketing strategies don't need the sensational – they need to be rooted in how we understand humans and the role our products/brands play in their worlds. If gaming, like social, becomes central for all consumers and brands, then please change my answer to yes. Jack Rogers Associate Creative Director, Socialize YES However, it depends. Does your brand have a strong case to slot in seamlessly? Do you have someone on your team who actually understands the gaming space and gamers? Then, yes. The hardest part isn't knowing that your brand should be breaking into the space, it's trying to sell campaigns to brands whose teams don't understand the space. Gamers can immediately sniff out inauthenticity. And coming at them with a catch-all 'hey, fellow gamers' approach just doesn't work. Still need convincing? Some years, the League of Legends World Championship has clocked more unique viewers than the Superbowl, and we all know how much brands froth over that ad space. Rabih El Khoury Managing Partner, Evolution Group YES The numbers are too big to ignore. There are 1.5 times more 25 to 34-year-olds playing mobile games than there are on TikTok globally. One-in-four Americans aged more than 50 play mobile games daily. For Gen Alpha, platforms such as Roblox are already the new social media. e-Sports has a fan base of half a billion. The equally critical reasons are superior ad quality metrics (attention, engagement and VCR), higher creative flexibility and storytelling, and tremendous first-mover advantage, especially in the MENA region, in an uncluttered space. Bonus: e-commerce and online-to-footfall are being developed as an integral aspect of this space. Simon Morehead Founder, CRATER Global YES Gaming is becoming more like social media in that gamers are connecting, communicating, and building communities while they play. It's more than just about the game, there's a social layer with online interaction. Gen Zs lead the billions of gamers worldwide, signifying that gaming platforms shouldn't be overlooked. Whilst there are challenges in data limitations and market competitiveness, the space offers brands immense potential to engage with audiences. I believe just as gaming continues to evolve, so too should a brand's overall strategy, incorporating gaming into their digital media and marketing – although as with the rules of social media, content needs to be correctly targeted and most importantly remain authentic. Karim Mroueh Head of Digital Innovation, Serviceplan Middle East YES Indeed, brands will increasingly need a tailored approach to gaming. With in-game advertisements and branding opportunities expanding, gaming is no longer a one-time activation, it is a long-term investment. Different game genres appeal to different audiences and support distinct brand objectives. Just as social media evolved from a single strategy to platform-specific techniques, gaming now requires specialised methods across genres, platforms and communities. To stay relevant, brands must seamlessly integrate into gaming ecosystems, prioritising interactivity, authenticity and engagement. Those who treat gaming as a consistent channel rather than a publicity stunt will see the greatest impact. Samer Bahsas Chief Operating Officer, U-Turn YES Gaming strategy is rapidly gaining importance in Saudi Arabia, driven by a combination of a young, tech-savvy population and significant government-backed investments in the gaming sector. As gaming continues to evolve and become more ingrained in Saudi culture, its relevance in the media and marketing mix is set to rival, if not surpass, that of traditional social media strategies. Saudi Arabia has already hosted major esports events, such as Gamers8 and the Esports World Cup, which grabbed global attention. At UTURN, we had the privilege of being part of the on-ground video coverage for the Esports World Cup last year, witnessing firsthand the engagement of the gaming community. This rapidly changing market offers brands exciting opportunities to integrate into the gaming experience. We've noticed a growing interest from our clients to collaborate with gaming influencers, form partnerships with popular games and incorporate branded content within these immersive spaces, encouraging us to boost our investment in gaming content. By doing so, brands can create more personalised, authentic experiences for consumers – something that's often harder to achieve through traditional social media channels alone. Mai Youssef Communications and Corporate Marketing Director, Canon Middle East and Turkey YES Undoubtedly, a gaming strategy is fast becoming as indispensable as a social media strategy in the modern marketing mix. The gaming industry now rivals social media in audience size and engagement, offering brands a unique opportunity to interact with consumers in immersive and dynamic ways. We recognise the potential of this space, from supporting content creators with advanced imaging solutions to exploring in-game brand integrations. The interactive nature of gaming fosters deep consumer engagement, making it a strategic imperative rather than a niche consideration. As digital culture evolves, brands are incorporating gaming to stay relevant in an increasingly interactive world. Koji Sekiguchi Head of Marketing, Sony Middle East and Africa YES Gaming is no longer the norm; it's a cultural and commercial phenomenon redefining how brands interact with consumers. The magnitude, interactivity, and depth of gaming universes rival social media, offering unprecedented potential for storytelling and brand engagement. As gaming redefines interaction, the brands that take the leap now will spearhead the digital revolution tomorrow. Read more such takes from industry experts on other topics here.
Arabian Business
28-03-2025
- Business
- Arabian Business
Dubai 100: Meet Reda Raad – The visionary shaping MENA's advertising sector
Reda Raad, the Group CEO of TBWA\RAAD, has secured the 74th position in Arabian Business' prestigious Dubai 100 list, launched Wednesday, which recognises the emirate's most impactful business figures who continue to drive the city's remarkable economic transformation and global influence. 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.
