It took me almost five years to write this book. It began as a sit-down-to-write-whenever-you-are-free project, but this rarely happened, as my executive responsibilities at TBWA\RAAD kept me busy. Had it not been for the support and encouragement of my dear wife Nimat (Grace) and my three sons Reda, Rani, and Rayan, as well… continue reading

Ramzi Raad has been my business partner for more than twenty years. And my friend.  Ramzi has been a prominent figure of the advertising industry in the Middle East and in North Africa for nearly five decades. He has built one of the best, if not the best, advertising networks in the region, which enjoys unstoppable growth. And more importantly, one… continue reading

This book is a true story written with the objective of demonstrating to the world that we have managed to develop a robust communication industry in the Middle East. One that is dynamic enough to support home-grown markets and brands, many of which are trailblazing on the global stage. In layman’s terms, this book… continue reading