Romy Abdelnour, TBWA\RAAD

In 2024, TBWA\RAAD embarked on an audacious journey to become the bravest agency in the region, guided by a top-down transformation known as RESET. This initiative redefined the agency’s culture around four core values—Courage, Belief, Hunger, and Collaboration—setting the stage for a seismic shift in operations and outcomes. At the helm was Head of Communications, Romy Abdelnour, who orchestrated a unifying narrative across every level of the business and beyond.

Under Romy’s leadership, TBWA\RAAD placed inclusivity, empowerment, and tangible results at the heart of its communications. From launching #IAmRemarkable workshops and expanded maternity leave policies, to hosting industry-shaping events like the TikTok White Paper launch and Edges 2024, Romy elevated the agency’s voice and influence. Her efforts amplified the work of agency leaders, garnered $10 million+ in earned media, and led to soaring client trust scores with brands like Nissan, Hilton, and NEOM.

Internally, Romy’s consistent messaging helped soar employee engagement and alignment—contributing to accolades such as Great Place to Work certification and ranking in Fast Company Middle East’s Most Innovative Companies and Best Workplaces for Women. In championing authenticity, collaboration, and real impact, Romy’s communications strategy proved unstoppable—and so did TBWA\RAAD.