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Through this lighthearted questionnaire, we pick the heart and mind of Reda Raad, the passionate CEO of TBWA\Raad who always likes to be in beta mode so much so that he has made it one of his mottos in life.

What gets you up in the morning?

My kids calling from Boston to chat at 6:30 am.

What do you enjoy most about your job?

I love the diversity and creativity of the industry.

Who do you ultimately want to become?

Me in the future.                           

What is your greatest extravagance?

I love to travel the world and discover new places and new cultures.

What’s your motto in life?

Always be in beta.

What keeps you in the game?

My passion.

What keeps you up at night?

Mediocrity, comfort zones, laziness.

What would be your worst nightmare?

Too many to count.

What inspires you most?

The story of the UAE.

What music have you been listening to lately?

I still can’t get the Superbowl half-time out of my mind!

What is the gadget you cannot live without?

My phone.

What can we find on your phone?

A photo of my kids.

As, for apps, I love Flipboard.

What quality do you most look up to in a woman?

I’ve already found my woman J
Confidence.

What quality do you most look up to in a friend?

Loyalty.

Who would you like to sit next to on a seven-hour flight?

Michael Jordan.

If you could live for one day the life of another person, who would it be?

Anybody with a six-pack and green eyes.

If you could have dinner with someone, living or dead, who would it be; and what question would you ask him/her?

HH Sheikh Mohammed bin Rashid Al Maktoum; If you could change anything, what would you have done differently?

If you were to change profession, what would you choose to do?

I love our industry, I wouldn’t change.

What do you consider to be the greatest headline of all time?

The end of poverty in the world.

What business tip would you give the newbies?

Don’t be afraid to make mistakes.

What is your idea of perfect happiness?

A summer holiday with my family.

Where can we find you on a Friday night?

Having dinner with my friends.

If you could choose one superhero power, what would it be and why?

Being invisible – to attend other agencies’ pitches.

What would you do if you won the lottery?

Give half to charity.

What is the one word you catch yourself saying too often?

WTF!

What would you like to be doing five years from now?

Same thing I’m doing now.

If you could be anywhere in the world right now, where would you be?

I’m happy in Dubai.

What’s the last book you read or movie you saw?

‘Hit Refresh’ by Satya Nadella.

“If I could choose one superhero power, I’d like to go invisible… to attend other agencies’ pitches.”

I AM

I am... grateful

I like… meaningful connections

I want... good health 


I have... more than I need


I wish... Lebanon will be a better place


I hate... politics


I fear... running out of time


I Google...everything 


I wonder... what next crazy thing is going to happen in this world


I regret... nothing


I love... my wife


I need...my family

If I ruled the world...it’ll be a much happier place

I dream…that I can eat whatever I want and not gain weight

My Favourite…

Dream Destination: Japan

Restaurant: Peter Luger, New York – best steak in the world!

Hotel: Cheval Blanc, Maldives

Meal: Zaatar Manouche with tomatoes

Quote: The definition of insanity is doing the same thing over and over and expecting different results

Book: The Prophet by Khalil Gibran

Movie: Batman the Dark Knight

Flower: Sunflower

Animal: Dog

Poet: Khalil Gibran

Music/band: Guns N’ Roses, Coldplay, Fairuz

Heroes: My dad.