Introduction
Reda Raad has spent the last 20 years shaping how one of the world’s biggest car brands is seen across this region, and picked up international recognition along the way for his work putting the Louvre Abu Dhabi on the map.
He talks to Spencer about the discipline he says most people are losing in the age of AI, and why some brands earn decades of trust in this region while others never get close.
Show Notes
02:00 – Starting a new podcast and personal motivations
03:07 – Working with his father and their early professional relationship
08:06 – Childhood memories, growing up in Dubai, and family dynamics
13:07 – Starting at the bottom as an Assistant Account Executive
22:50 – A humbling lesson from his father about consistency
26:33 – Nissan’s long-standing history and brand loyalty in the GCC region
33:23 – Founding TBWA and gaining Nissan’s trust
39:48 – Understanding agency identity: “The Disruption Company”
45:00 – The role of Artificial Intelligence (AI) in advertising and thinking
56:56 – Specific AI tools used in business (Omni, Claude, ChatGPT)
59:01 – Outdoor advertising and the Louvre Abu Dhabi case study
01:06:11 – Five key things to look for when choosing an advertising agency
