Latest news with #TBWA
Zawya
14-05-2025
- Business
- Zawya
TBWA\RAAD and D&AD re‑ignite creative careers with New Blood Portfolio Review 2.0 in Dubai
Dubai, UAE - TBWA\RAAD teamed up with D&AD to host the second edition of the New Blood Portfolio Review in the Middle East, bringing together emerging creative talent and seasoned industry professionals for an inspiring day of hands-on learning and career-shaping opportunities. After a sold‑out debut last year, TBWA\RAAD and D&AD reunited yesterday to stage the Middle East's second New Blood Portfolio Review, turning the agency's Dubai headquarters into a live classroom where emerging voices sharpened their craft—and their career prospects—in real time. Recent graduates and early‑career creatives rotated through intensive 1‑on‑1 critiques with TBWA\RAAD's award‑winning art directors, copywriters, strategists, and digital specialists. Each session delivered tailored, actionable feedback designed to elevate portfolios from 'promising' to 'pitch‑ready', giving attendees a rare face‑to‑face advantage in one of the world's most competitive creative markets. The reviews were followed by rapid‑fire talks led by TBWA\RAAD 'pirates,' drilling into: Disruption® Thinking – turning rule‑breaking into brand‑building. Strategy as a Creative Superpower – why insight fuels impact. Crafting Social That Cuts Through – lessons from scroll‑stopping work. Interview & Career Best Practices – landing the job before the job. Each session fused real‑world case studies with practical next‑steps, arming participants with the mindset and momentum to navigate—and reshape—the industry. 'Keeping creativity future‑fit means investing in the talent that will define it', said Derek Green, Chief Creative Officer, TBWA\RAAD. 'Watching these young creatives challenge conventions and stretch their ideas keeps our own thinking sharp—and it proves the region's next wave is ready to lead.' Paul Drake, Foundation Director at D&AD, added: 'The Middle East continues to command attention on global stages. Partnering with TBWA\RAAD lets us super‑charge that trajectory, giving new voices the skills and confidence to compete—and win—anywhere in the world.' The day closed with certificates, networking, and the announcement everyone waited for: the Best Portfolio Award, granting its winner a coveted internship at TBWA\RAAD—an on‑ramp to real briefs, real clients, and real impact. 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. About D&AD D&AD, considered by many as the world's most prestigious benchmark for commercial creativity, is a global nonprofit organization that celebrates creative excellence in design and advertising. As part of D&AD, the New Blood initiatives - including Awards, a Festival, and an Academy – exclusively tailored for recent graduates and emerging creatives aim to nurture and inspire future creative talent worldwide to help them propel their careers.
Yahoo
09-05-2025
- Entertainment
- Yahoo
Why The Taco Bell Chihuahua Ads Got The Company Into Hot Water
Taco Bell has a habit of revisiting the past in an effort to spark nostalgia, like it did with the limited-time Decades Menu that brought back fans' old favorite foods. What the chain doesn't want to revisit, though, is its 1990s ad campaign that featured Gidget the chihuahua and the voice actor Carlos Alazraqui. Together, these two planted the phrase "Yo quiero Taco Bell" in the minds of millennials for eternity. However, it turns out that the story behind Taco Bell's infamous ad campaign doesn't exactly match the chill vibes the fast food restaurant was trying to give off at the time. At a 1996 New York trade show, Joseph Shields and Thomas Rinks were pitching their idea for a cartoon dog they called "Psycho Chihuahua." They were spotted by Taco Bell's licensing manager Ed Alfaro who then took the idea back to Taco Bell. After a few months of what seemed like the fast food company preparing to run with "Psycho Chihuahua," Taco Bell then shocked not only Shields and Rinks but also Alfaro by pulling out of the deal. Not long after, Taco Bell partnered with a different ad agency, TBWA Chiat/Day, which presented an idea for an ad campaign starring a talking chihuahua. Despite Alfaro pointing out the similarities between this ad and the one pitched by Shields and Rinks, company executives including Peter Waller, the chain's president, and Chief Marketing Officer Vada Hill decided to roll with the new chihuahua idea. Unsurprisingly, Shields and Rinks filed a lawsuit against Taco Bell shortly after the first commercial aired in 1997. Read more: Restaurant Chains That Use The Highest Quality Beef In Their Tacos While Gidget the chihuahua was busy gaining fame, behind the scenes, the lawsuit against Taco Bell was quickly becoming one of the most interesting food lawsuits of all time. In June 2003, Taco Bell was ordered by a federal jury to pay Thomas Rinks and Joseph Shields $30 million in damages. Shortly after, a judge added an additional $12 million of interest to the total. The immense amount of money owed prompted Taco Bell to file a lawsuit against the ad agency TBWA Chiat/Day, claiming the company was liable for the damages as it had plagiarized "Psycho Chihuahua." TBWA was represented in the case by Doug Emhoff (who would later become the United States' first ever second gentleman). Emhoff claimed the ad agency was no more than a third party caught in the middle. In 2009, it was finally ruled that the ad agency was not liable for any of the damages regarding the '90s ad campaign and that Taco Bell was solely responsible for paying the amount owed to the creators of "Psycho Chihuahua." Aside from costing the chain millions of dollars, the Taco Bell chihuahua ad campaign also raised eyebrows. Many people thought the campaign was racist or, at the very least, insensitive and distasteful. It may have been possible for Taco Bell to save the campaign and keep the chihuahua if it had shifted gears early on, but the fast-food giant made matters worse with the release of a 1998 commercial that featured the dog in a beret -- an unsubtle representation of revolutionary Che Guevara. The commercial sparked outrage, and a civil rights activist from Sacramento, Mario Obledo, told the LA Times, "To equate a dog with an entire ethnic population is outrageous, despicable, demeaning, and degrading." It turns out, many consumers felt the same way. In 2000, Taco Bell sales in restaurants that had been open for at least one year fell by 6% in the second quarter. This decline was the largest the company had ever experienced and many people blamed the chain's chihuahua ad campaign. (This made Taco Bell's chihuahua ad campaign far more damaging than any other fast food marketing gaffe from around this time, including Burger King's 1980s advertising error.) As a result, Taco Bell switched advertising agencies, leaving TBWA Chiat/Day -- and Gidget -- behind. For more food and drink goodness, join The Takeout's newsletter. Get taste tests, food & drink news, deals from your favorite chains, recipes, cooking tips, and more! Read the original article on The Takeout.
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.
CNA
24-04-2025
- Business
- CNA
CNA938 Rewind - Mind Your Money - Is Pet Care Leave feasible?
CNA938 Rewind Pets are considered to be our family, but do workplaces recognise this? Cheryl Goh speaks with Mandy Goh, Head of Talent and HR at Advertising Firm TBWA that has implemented Pet Care Leave since 2019, and Meishaan Shaw, a consultant from Great Place To Work ASEAN & ANZ, to find out how such non-traditional leave is implemented and the knock-on effects on company culture.
