TBWA\RAAD Earns Spot on Fast Company Middle Easts Brands That Matter 2026 List

Dubai, UAE – In a move that underscores the growing influence of Middle Eastern creativity, TBWA\RAAD, the Middle East and Africa arm of global advertising network TBWA Worldwide, has secured a place on Fast Company Middle East’s 2026 Brands That Matter list in the advertising category.

Fast Company Middle East’s annual Brands That Matter list spotlights 32 brands across 19 categories that turn purpose into tangible action. The selection criteria emphasize impact on culture, community, and sustained brand consistency. TBWA\RAAD earned its spot after a documented 300 % rise in business in Saudi Arabia, strong client retention, and campaigns that deliver measurable results while engaging broader cultural conversations.

"This recognition validates something we've believed for years: creativity creates its greatest value when it starts with people," said Reda Raad, CEO of TBWA\RAAD. The agency’s philosophy is anchored in the Disruption® methodology, which the firm claims helps create the world’s strongest brands.

Founded in 2000, TBWA\RAAD has grown into a collective of more than 11,000 creative professionals operating in over 40 countries. Its client roster includes high‑profile names such as the Abu Dhabi Government Media Office, Adobe, Apple, Careem, CNN, the Commercial Bank of Dubai, du, and NEOM, as well as global brands like Gatorade, Henkel, Hilton, Infiniti, Johns Hopkins, Meta, Pfizer, Philips, Pladis, Qatar Museums, and Nissan.

The agency’s reputation for employee empowerment is reflected in its multiple workplace awards. TBWA\RAAD was named Best Place to Work in the World and in the Middle East by Campaign, and was recognized as one of the Middle East’s most innovative companies by Fast Company Middle East in 2022, 2023, 2024 and 2025. In 2024 it also earned the title of Best Workplace for Women in the Middle East.

TBWA\RAAD operates under the umbrella of Omnicom Advertising, the advertising arm of Omnicom Group. Omnicom is ranked #1 by Forrester in its creative rankings and includes global networks such as BBDO, McCann and TBWA, as well as boutique agencies like Goodby, Silverstein & Partners and Lucky Generals. The group’s client portfolio covers almost two thirds of Interbrand’s 100 Best Global Brands in 2025.

The Brands That Matter list is part of Fast Company Middle East’s broader effort to spotlight brands that influence behavior and connect deeply with consumers. TBWA\RAAD’s inclusion marks the second year the publication has highlighted brands that shape culture and drive measurable impact.

TBWA\RAAD’s inclusion underscores the agency’s commitment to redefining regional leadership by creating value for businesses, communities and the industry at large. The firm’s focus on culture, employee empowerment, and positive social impact is seen as a model for how commercial success can coexist with purpose.

The agency’s latest achievements also come amid a broader trend of Middle Eastern brands gaining international recognition for innovation and workplace culture. TBWA\RAAD’s success in Saudi Arabia, for example, demonstrates the potential for regional agencies to drive growth in emerging markets.

In the coming months, TBWA\RAAD is expected to continue expanding its portfolio in the Gulf and North Africa, while maintaining its focus on culturally relevant, people‑first creativity. The agency’s leadership has indicated that it will keep investing in talent development and community engagement as part of its long‑term strategy.

The agency’s recognition by Fast Company Middle East adds to its growing list of accolades and signals that its approach to creativity, culture and business is resonating both locally and globally.