TBWA\RAAD introduces its insights microsite An interactive platform that houses the latest insights, tools and evocative predictions about culture and industries on the back of the COVID-19 happenings

April 2, 2020 – As humanity navigates through an unprecedented time of unsettling realities, culture is shifting in every direction. It has become crucial for brands and businesses to weather the storm by accelerating fundamental decision-making to meaningfully connect with people.

TBWA\RAAD’s insights microsite includes different thought starters to explore, that serve as a source of knowledge and inspiration on how to keep brands active during these critical times:

  • Backslash MENA COVID-19 Special Edition: a weekly series of triggering questions, a report of predictions that highlights the most interesting COVID-19 happenings, the future trends they shape, and their impact on industries and brands.
  • COVID-19 Marketing Flash-Advisor: a guide that provides advice to help brands test their choices and ideas and make marketing decisions in a turbulent environment.
  • Brand White Paper: An assessment on brand behaviour around COVID-19, with recommendations on how brands can shift their strategies to react to emerging consumer behavior and sentiment.

Reda Raad, Group CEO of TBWA\RAAD said: “There has never been a more significant time for brands to think of the wider community and repurpose their decisions and strategies to contribute to the fight against COVID-19. We have put together this platform, sharing our knowledge and expertise in communication, in an effort to provide concise and helpful information and useful tools to help brands and businesses identify meaningful opportunities and drive positive impact.”

Speaking of Backslash MENA COVID-19 Special Edition, Remie Abdo, Head of Strategy at TBWA\RAAD said: “In these stringent and uncertain times, everyone has more questions than answers. We provide some of these answers, although still in the form of a question that starts with What If”. The Backslash MENA COVID-19 Special Edition helps brands identify opportunities amongst the darkest challenge of our generation”.

Speaking of the COVID-19 Marketing Flash-Advisor Jennifer Fischer, Chief Innovation Officer at TBWA\RAAD said: “Deciding what’s the next step for your brand has never been harder. Now’s the time to make the right choice. And the right choice requires business acumen, marketing know-how, as well as a healthy dose of ethics and empathy. We don’t have all the answers. Only you can take the right decision for your business, but we hope this guide will come in handy.”


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. The network operates with a team of more than 1,000 people across four main divisions – advertising, digital, shopper marketing and public relations. TBWA\RAAD has been the most awarded agency in the region in 2018 and was ranked 16th most awarded creative agency in the world by The Big Won Report, and 8th bravest agency on the planet by Contagious Pioneers and Regional Agency of the Year at the New York Festivals in 2019. Clients include: Accenture, Apple, AWR Rostomani Arabian Automobiles, Careem, CNN, du, Essence, Gatorade, Global Village, Henkel, Infiniti, Louvre Abu Dhabi, Mai Dubai, Metlife, Nissan, Pepsico, Pfizer, Qatar Tourism Authority, Singapore Airlines, Standard Chartered. Follow us on Instagram and Twitter and like us on Facebook.

About TBWA\Worldwide

TBWA is The Disruption® Company: the cultural engine for 21st century business. Named one of the World’s Most Innovative Companies by Fast Company and Adweek’s 2018 Global Agency of the Year, we create disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. Our collective has 11,300 creative minds across 275 offices in 95 countries and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, The Integer Group®, TBWA\Media Arts Lab, TBWA\WorldHealth and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald’s, Michelin, Nissan and Singapore Airlines. Follow us on Twitter, LinkedIn and Instagram, and like us on Facebook. TBWA is part of Omnicom Group (NYSE: OMC).

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