Latest news with #TahaabRais
Campaign ME
13-06-2025
- Business
- Campaign ME
Strategic Planning Leader of The Year 2024: Tahaab Rais, Publicis Groupe ME&T
The Gold winner of Strategic Planning Leader of The Year 2024 for Campaign's Global Agency of the Year Awards is Tahaab Rais, Chief Strategy Officer and Film Director, Publicis Groupe ME&T. Since joining Publicis Groupe in 2022 as its first regional chief strategy officer working across the Middle East and Turkey (ME&T), Rais has transformed the network's ME&T operations into a strategic powerhouse, delivering a +6.6 per cent organic revenue growth in the hard commercial reality of 2024's challenging economic climate. By introducing new models of thinking, Rais has reimagined how strategy should work – from '4P' a proprietary strategic thinking model, to 'OPEN' for democratised strategic and creative thinking, to 'The A.I. Strategist' a suite of AI tools, to 'Collabs' for synergies between brands, and a novel measurement framework called the '7 Dimensions of Effectiveness' – these initiatives have evolved how Publicis Groupe ME&T delivers proactive and evolved strategic thinking for clients in the region. Saudia Airlines 'Rihla' (meaning 'journey') was shot across three countries. Besides co-writing and directing the moving narrative film, Tahaab also handled camerawork in Mecca amongst 2 million pilgrims. NBA's 'Jump' tackled female basketball exclusion in India, while repurposing neglected fishing nets, demonstrating strategy that solves multiple problems simultaneously. Meanwhile, 'ProtecTasbih' – self-sanitising prayer beads – proved that strategic innovation can emerge from addressing pilgrims' practical needs. Rais' 'Duvet Days' initiative gives strategy team members the opportunity to take days off during weekdays, in lieu of overtime hours worked, to allow for rejuvenation and self-care. This is combined with breakfast or lunch delivered to their homes. Judges called Rais 'a visionary leader who redefines what strategy means in today's ever-evolving landscape. A clear towering strength of impact across his agency.' Shortlisted: Sophia Durrani, MG OMD Celia Garforth, Special This content was first published on Campaign UK.
Campaign ME
13-06-2025
- Business
- Campaign ME
Winners revealed: Campaign Global Agency of the Year Awards
More than 200 guests from around the world attended the Campaign Global Agency of the Year Awards yesterday at the Jumeirah Carlton Tower hotel in London. A record number of entries – 117 companies from 27 countries – was received for this year's Campaign Global Agency of the Year Awards. The Middle East celebrates with a haul of six big wins across five categories in Gold, Silver and Bronze. Leaders at Publicis Groupe Middle East & Turkey won two leadership category awards. The Gold award for Head of Agency went to the network's CEO Bassel Kakish. Tahaab Rais took home Strategic Planning Leader of The Year 2024 as the Gold winner in the category. Along with these wins, TBWA celebrates three, with TBWA\RAAD clinching Gold for Best Place to Work: Individual Shop & Network, along with Romy Abdelnour winning Gold for Corporate Communications/Marketing Person of The Year 2024. The agency also won Bronze in the Best Network: Middle East & Africa category, while Publicis Groupe's Saatchi & Saatchi Middle East took the lead in this category with a Silver win. Here is a full breakdown of the Middle East winners: Head of Agency of the Year 2024: Bassel Kakish, Publicis Groupe ME&T Best Place to Work: Individual Shop/Network of the Year 2024: TBWA\RAAD (UAE) Strategic Planning Leader of The Year 2024: Tahaab Rais, Publicis Groupe ME&T Corporate Communications/Marketing Person of The Year 2024: Romy Abdelnour, TBWA\RAAD Network of the Year (Middle East and Africa) 2024 – Silver: Saatchi & Saatchi Middle East Network of the Year (Middle East and Africa) 2024 – Bronze: TBWA Click here for the full list of winners.
Broadcast Pro
02-06-2025
- Business
- Broadcast Pro
Electriclime° hosts talk on AI in advertising and filmmaking at new W13 office
The next event at °W13 will be held on June 12th, with the theme focused on Sustainability in Commercial Production. Creative production house electriclime° has hosted an insightful talk at its °W13 office in Alserkal Avenue, Al Quoz, bringing the UAE's filmmaking community together to explore how artificial intelligence and generative AI are reshaping the future of advertising and commercial filmmaking. The event also marked the official launch of the company's new programming at its Dubai hub. Attended by a diverse crowd of creatives, strategists, filmmakers and media professionals from across the region, the evening created a dynamic forum for discussion and networking. The panel was led by electriclime°'s Omar Ibrahim and featured key industry voices: Tahaab Rais, Group Chief Strategy Officer and Film Director at Publicis Groupe; Serge Viranian, Partner and Managing Director at Mojo; and acclaimed film director Dmitry Zhukov. Each speaker shared their perspectives on the evolving role of AI in creative industries. Tahaab Rais envisioned a future where technology enhances human potential in storytelling, calling filmmakers of tomorrow 'superheroes.' Serge Viranian emphasised AI's ability to elevate skilled professionals, while Dmitry Zhukov offered an inspiring take on individual empowerment, suggesting that creators are on the path to becoming their own film studios. The evening encouraged thoughtful discussion among attendees and reflected electriclime°'s commitment to fostering community, innovation, and thought leadership in the global creative industry. Electriclime° announced that its next °W13 event will be held on June 12 and will focus on the theme of sustainability in commercial production.
Campaign ME
16-04-2025
- Business
- Campaign ME
Visa picks ‘cash walla Visa' phrase to support merchants in Egypt
In partnership with Saatchi & Saatchi MEA, Visa has launched a campaign powered by real-world listening, turning a commonly used phrase amongst Egyptian merchants into a testament of how the global payments brand is woven into the fabric of daily life. Daily transactions in Egypt often come with a familiar phrase: 'cash walla Visa?' It's a question merchants have asked for years – passed down from one generation to the next. This isn't a campaign line taught by Visa. It's a cultural expression that emerged on its own, instinctively adopted by shops and shoppers alike. Seizing this cultural phenomenon, Visa's Walla Visa campaign aims to give small businesses the tools to promote themselves on a larger scale. The brand has installed AI voice-activated devices in partner stores to catch every real-life mention of 'Visa' during customer chats. Each time someone said it, it was counted – and the more they said it, the more media support the store earned. Every mention of the brand, intentional and unintentional, picked up in-store has been transformed into sponsored ads across social platforms such as TikTok and Instagram, turning real conversations into real exposure. 'At Visa, we see small businesses as the heart of economies, and we are committed to their success,' said Hussein Kandil, Senior Marketing Director MENA & Visa. 'These merchants have supported Visa for years through a simple, organic phrase. With Walla Visa, we're turning that everyday expression into a real opportunity for growth.' Visa aims to back the voices that have backed it for years, giving participating stores free media support and brand visibility both online and on the streets. 'The best insights in business are unearthed by listening to people,' said Tahaab Rais, Chief Strategy Officer, Publicis Groupe. 'We have heard 'cash walla Visa' a lot in Egypt across mechants, and it was time we acknowledged that for Visa, and used this cultural fuel for not just for the brand's own benefit but for Egyptian small businesses too.' 'Walla Visa is a powerful example of how culture shapes commerce,' said Fizo Younis, Chief Creative Officer Publicis Communications Egypt & KSA. 'By spotlighting the merchants behind the phrase, we're turning a shared behaviour into a shared success story.' The campaign has launched in Egypt, and has claimed that early participating merchants are already seeing tangible benefits. As more merchants are celebrated based on this untapped cultural opportunity, Visa aims to continue to show that every transaction is more than just a payment – it's a moment of progress. Credits: Visa: Tarek Abdalla SVP, Chief Marketing Officer CEMEA Leen Fakhreddin Senior Director CEMEA Tihana Begovic Brand Marketing CEMEA Sasha El Jurdi Senior Marketing Manager CEMEA Tala Nawfal Senior Marketing Manager CEMEA Denis Yakimchuk Senior Marketing Manager CEMEA Hussein Kandil Senior Director Marketing MENA & May Karim Senior Marketing Manager NALP Salem Seif Senior Marketing Manager NALP Jagruti Mistry Sr. Director CEMEA Corporate Communciations & Events Eman ElGamal Director Corporate Communications Saatchi & Saatchi MEA: Bassel Kakish Chief Executive Officer at Publicis Groupe ME & Turkey Nathalie Gevresse CEO Publicis Communications UAE Ramzi Sleiman Head of Agency Sebastien Boutebel Chief Creative Officer, Saatchi & Saatchi ME Tahaab Rais Chief Strategy Officer Ahmed Younis (fizo) Chief Creative Officer Publicis Communications Egypt & KSA Yuste de Lucas Creative Director Rudy Zulkifly Creative Director Ziad Chami Business Lead Jad Hassanieh Business Director Lea Maalouli Associate Business Director Nicolas Geahchan Senior Creative Director Vitor Palma Senior Art Director Alia Elwi Junior Art Director Joao Xavier Associate Design Director Daniel Masilang Animator Farishte Irani Senior Copywriter Omar Gamal Senior Producer Shereen Mostafa Head of Production Good People Production House: Omar Khalil Executive Producer Nour Abdel Latif Producer Omar Hindi Line Producer Adel Imam Assistant Producer Ahmed Bakir Director Shady Salah 1st AD Karim Marold DOP Salma Adly Stylist Mahmoud Taima Prop master
Campaign ME
09-04-2025
- Business
- Campaign ME
ItsHerWay launches campaign to spark policy change on miscarriage leave in UAE
Saatchi & Saatchi Middle East and UAE-based women's platform ItsHerWay have launched a new campaign titled The Leave of Absence, addressing a workplace policy gap often overlooked: miscarriage bereavement leave. The campaign aims to normalise conversation around miscarriage grief and push for systemic change by encouraging companies to introduce formal policies for leave following pregnancy loss. At the centre of the initiative is The Needed Space, a short film created and directed by Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT. The wordless film moves through empty nurseries — a crib untouched, folded baby socks, a gently swinging chair — offering a visual metaphor for absence and unspoken grief. The visuals are set against a lullaby version of Sweet Child O' Mine, carefully chosen to evoke emotional resonance without explicit dialogue. The creative concept was born out of a desire to not only raise awareness, but to provide a direct action route for companies. The film drives viewers to where employers can sign a downloadable pledge to adopt miscarriage bereavement leave, and employees can share the template internally. 'Sometimes a lot can be said by not saying a lot,' said Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT, who directed the film and spearheaded the initiative. 'A lot of us, including I, as a father, have gone through the unseen trauma of miscarriage. Companies don't treat it as that. This initiative matters in unveiling it as what it is — a death to a loved one — and allowing the space for grief.' To complement the film, Saatchi & Saatchi and ItsHerWay also developed a series of disguised classifieds, styled as ads for baby items never used — cribs, clothes, toys. Each ad lists the 'asking price' as bereavement leave, redirecting audiences to the pledge site. The visuals were deployed across Facebook Marketplace, blurring the line between marketing and social commentary. 'This campaign strikes a deeply personal chord,' said Armin Jamula, co-founder of ItsHerWay. 'It sheds light on a topic often left unspoken in our region. We are proud to champion this dialogue and encourage actionable change.' Chief Creative Officer at Saatchi & Saatchi Dubai, Sebastien Boutebel, added: 'These ads speak volumes. They're not just visuals; they're a reflection of real, silent loss. The creative team found a way to respectfully surface the conversation through a layered campaign that connects emotionally and directly.' As part of the broader effort, ItsHerWay is also organising free support sessions with psychologists for women and men coping with miscarriage grief. The campaign reflects a growing trend in purpose-driven creativity, where marketing not only sparks awareness but also aims to deliver structural change. As brands and agencies increasingly look for ways to align their output with social impact, The Leave of Absence represents a collaboration between creative ambition and a drive for meaningful progress.
