TBWA expands to Egypt through partnership with AB Group

TBWARAAD has announced a joint venture with AB Group to establish its presence in Egypt and expand in the wider North Africa region.

The newly created ABTBWAEgypt is expected to bring an integrated vision and disruptive thinking to its client and industry collaborations by focusing on anticipating future trends and defining unique strategic platforms that help achieve the business objectives of its clients.

AB Group specializes in diverse areas and straddles multiple disciplines, including advertising, media, events and activations, TV content, branding and digital marketing. Established in 2015, the agency works for clients such as Allianz, Al Mansour Holding, BLOM Bank, ElAraby Group, Energizer, EVA Cosmetics, GIZ (German competent service provider), Gulf Building and Construction, Insurance Federation of Egypt, Nestle and Talaat Mostafa Group.

“We are enthusiastic about our new venture and look forward to disrupting the Egyptian market with our new partners”, says Reda Raad, Group CEO of TBWARAAD in a statement. “The AB Group shares our integrated vision and offers strong capabilities in the disciplines needed to influence a demanding consumer in an evolving market.”

Ahmed Badie, CEO of AB Group adds, “A partnership with TBWARAAD is extremely compelling for us. We both share the same set of values and work for the same objective of achieving the most effective business results for our clients. Their disruption model offers an ideal methodology to create ground-breaking and exceptional work. We are impressed by their creative strengths and data-driven approach that will help us address the communications challenges of our clients in Egypt.”

TBWARAAD now counts 10 offices in the region, including the UAE, Lebanon, Jordan, Kuwait, Qatar, Saudi Arabia, Algeria, Tunisia, Morocco and Egypt. It is among the most awarded agencies in the region.