- Downtown, Dubai, United Arab Emirates
TBWARAAD Middle East Dubai
TBWARAAD Middle East Dubai – Launched with the battle-cry ‘Change the Rules’ TBWA\RAAD has been continuously disrupting the conventions of communications across the region.
TBWA\RAAD Middle East was established in the United Arab Emirates, on February 23, 2000 to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. The regional team consists of more than 1,000 people across four main divisions – advertising, digital, shopper marketing and public relations.
The Dubai office based in Emaar Square and in the shadow of the iconic Burj Khalifa, acts as a central coordinating hub for the 14 associate TBWA offices across the Middle East and North Africa. Our offices are a testimony to the TBWA\RAAD philosophy; an environment that was designed to disrupt and motivate. From beanbags to a basketball court, astro-turfed indoor garden to our majlis lounge area, commissioned art to an expression wall, the agency encapsulates everything TBWA stands for.
The ‘Fosbury Flop’ is the back-to-front high jumping style introduced by Dick Fosbury at the 1968 Olympics. Fosbury disrupted the conventional approach to jumping, which held that the only way to go over the bar was on your front. Fosbury’s approach won him an Olympic Gold Medal and changed the rules of the sport for good. At TBWA\RAAD we believe that brands cannot beat the competition by following the rules of the competition. Brands that truly outperform the market do so by breaking the conventions of their market and plotting native paths to growth. We call this Disruption. We help brands to grow by identifying Disruptive strategies and developing Disruptive campaigns. Disruption is no corporate buzzword. It’s our philosophy and with Media Arts it underpins everything we do.
A brand cannot outperform the market by following the conventions of the market. So we work with clients to identify the conventions that hold their markets back, and spot opportunities for their brands to gain a larger share of the future by taking a Disruptive approach. The word is difficult, uncomfortable but “Disruption” is not destructive. It is creation. Disruption is a means of creating something dynamic to replace something that has become static. Disruption is the art of asking better questions, challenging conventional wisdom and overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas. Disruption is a term for people who hate terms. Similar to the concept of source software development, Disruption has evolved and matured as communities around the network use, adapt and reinvent Disruption tools for specific market or client needs.
TBWARAAD Middle East
Emaar Square, Building One, 6th floor
United Arab Emirates