TBWARAAD recently held its MENA Regional Meeting, ‘Cairo Exchange’, which brought together twenty-five top leaders from across ten countries who shared their experiences and learnings and discussed future collaborations.
Coming from different TBWA offices across the Middle East and North Africa, they gathered in the Egyptian capital for two days of meetings and a creative bootcamp, which were held simultaneously.
The MENA pirates put their disruptive minds together with the aim to accelerate exchange and change the future, as they firmly believe that "the biggest changes aren’t brought about individually; they’re propelled by the power of a collective."
The meeting also focused on the importance of Egypt and Saudi Arabia as emerging cultural hubs and markets on a growth path.
Reda Raad, Group CEO of TBWARAAD said: “I am extremely satisfied with the results we have managed to achieve in only two days. This gathering has allowed us to reignite our friendships and build a dialogue around things that matter to all of us, uniting us behind a common vision for the region and helping us evolve together to handle the needs of the future. This is the age of collaboration, and we believe in the power of our collective, united by Disruption.”
Happening simultaneously, the “Makers 2020” edition of TBWA’s regional creative bootcamp took place at the offices of ABTBWA Egypt. Twenty-five creatives attended sessions on creativity and craft, putting their minds together to solve two client briefs. The best ideas were awarded TBWA trophies: Grand Prix, Gold, Silver and Bronze.
Speaking of the “Makers”, Walid Kanaan, Chief Creative Officer at TBWARAAD said: “Makers is a creative initiative we came up with in 2016. It is an opportunity to bring the creative minds of our Middle East and North Africa collective together, allowing them to work on real client briefs and come up with brave, disruptive ideas fueled and enriched by their different cultural and educational backgrounds. The bootcamp also comprises educational sessions held by our regional senior creative leaders. This year’s theme was bravery, and our MENA pirates never cease to amaze us on that front!”
