Dubai: When Ramzi Raad told his family of pharmacists that he didn't want to follow in their footsteps, but would rather make advertisements, they didn't take it very well.
What his family didn't know is that years down the line, Raad would become the founder of his own advertising agency and establish himself as a key figure in the advertising industry in the Middle East and North Africa (Mena) region.
This month, 40 years after Raad told his family of his decision, the chairman and CEO of TBWA/Raad Middle East has been named the 2010 Dubai Lynx Advertiser of the Year. The international advertising festival, which will be held in March, annually honours a person who has contributed to the advertising industry in the region within the international advertising, marketing and communications community.
"I'm greatly appreciative to the ad industry for giving me this recognition because in a fast-moving world, people don't care on what happened over the past 40 years," Raad said. "I feel very proud because what a lot of people have forgotten seems to be remembered."
The offices of TBWA/Raad in Dubai tell much about the company's strong belief in creativity and innovation. The environment that it has created for its staff explains how ideas could turn into award-winning pieces of work.
From a tunnel-shaped entrance to a mini basketball court, the office space of TBWA/Raad represents the company's philosophy of ‘disruption,' Raad said.
"We created an office environment that is comfortable so that the employees consider it their own space," he said.
"I come to the office over the weekends and they're here playing in the basketball court."
Beginning
Raad's first experience in advertising was during his high-school years. At the age of 16, he recalls making his first poster ads for the school's sports club.
"I remember seeing the impact of those posters," he said. "The posters attracted so many students to the club."
While still a sophomore at the American University of Beirut, Raad got his first part-time job in a small advertising agency.
Following his graduation from AUB in 1969, he worked in Lebanon until war erupted. When the civil war broke out in 1975, Raad decided to leave his war-torn country and pursue his career in Bahrain, and later in Dubai.
"Being in Lebanon during that period was very tough," he said. "I remember many times where we had to go to the shelter under the office building."
Growth
The years following his arrival in Dubai, Raad's career continued to grow. He went from account director to chief operating officer and shareholder of Intermarkets Advertising.
He became the president of the International Advertising Agency's (IAA) UAE Chapter in 1988. During his tenure, the IAA launched the first advertising awards show in the region. The chapter was the first to send delegations to attend world advertising events in Egypt, Pakistan and Australia.
But when his partners at Intermarkets decided to sell their shares, Raad eventually sold his as well and founded TBWA/Raad Middle East in 2000.
Raad described that turning point in his career as the most challenging.
"We had to fight for survival," he said. Raad partnered with seven other friends in the industry to bring business for the new company. Today he is the chairman and chief executive officer.
Almost a decade since its establishment, what was a company of eight people is today an international agency with offices across the Gulf Cooperation Council and Middle East region. "To be competitive, you can't be in one place only," Raad said.
So the company spread throughout the region responding to the demands of a constantly growing market. "If it wasn't for the market itself and what the market has to offer, we wouldn't have got to where we are."
While TBWA/Raad has achieved much in the advertising industry today, the man in charge has set his eyes on a bigger prize for the company.
"We want to get recognition for the agency and its work," he said.
"Either the Advertising Agency of the Year Award for 2012 at the Cannes Advertising Festival or the Global Agency of the Year and International Agency of the Year."
