TBWA\RAAD has appointed Manuel Bordé as the new ECD. Prior to this role, led the creative team for three years as creative director. He will now co-lead the entire creative output of the agency across clients with Fouad Abdel Malak, and will oversee and approve all its campaigns.
As the agency grows, there was the need for a second ECD. “Having Manuel co-leading the creative department with Fouad comes as no surprise since the cooperation, the synergy and the complicity between both ECDs was already established a while ago, and it resulted in winning prestigious honors such as Agency of the year at Dubai Lynx, MENA Cristal and most awarded agency in the region at the Cannes Lions this year. This amazing collaboration also helped the Dubai agency’s portfolio of clients – and subsequently pool of talents – grow more,” explains Walid Kanaan, chief creative officer of TBWA\RAAD.
Bordé has been recognized by the Big Won Rankings as the No. 1 creative director in the MENA region. It is during his time at the agency that it won the Agency of the Year at the Dubai Lynx and bagged six awards – including two Golds – at the 2018 Cannes Lions Festival of Creativity.
His “#SheDrives” campaign for Nissan KSA won the first ever Cannes Lion Gold for the brand in the MENA region. His other campaigns include “Camelpower” for Nissan Middle East, McDonald’s “Promoticon” and Pril’s “One-Drop Bottle” – all of them Grand Prix winners at Dubai Lynx 2018.
Kanaan says in a statement: “I’m delighted to announce Manuel as our new ECD. He is a creative beast who always wants to achieve much more for the brands that he works with. A true team mentor, a focused manager and among the brightest creatives, he has the ability to transform seemingly innocuous concepts into workable and inspiring creative campaigns. His motivation to grow and to make the agency grow with him is a rare quality that we all appreciate.”
Bordé adds: “TBWA\RAAD is one of the region’s most vibrant and bold agencies today. Reaching this spot was difficult but staying at the top will be twice as hard. It is without doubt the most exciting challenge I can set my mind to. The fact that I’m surrounded by great creatives and have the unconditional support of the management is a luxury that few in our business have. We are committed to create inspiring and iconic work that resonates with audiences across the region and beyond.”