Raja Trad: Peace and freedom, an everlasting challenge
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Raja Trad, Leo Burnet’s CEO, is one Leo crackerjack veteran and certainly one of the communications industry most recognisable figure. Trad joined Leo Burnett in 1981 as an account director, and 26 years later he’s at the helm of Leo Burnett Group of Companies, MENA. While skimming through ArabAd light 30 sec Q&A, you might decipher deeper insights about one seasoned man.


“ Keep on challenging yourself and never give up.”


What kills you most?

Hypocrisy, Hypocrisy, Hypocrisy.

What gets you up in the morning?

Another day, another challenge.

What happened to your childhood dreams?

Some have been realised, others are still unfolding. Life without dreams can become boring.

What distinguishes you from others? 

Being me.

What do you need most?

Peace of mind.

Do you think that anyone can become an artist?

The term ‘artist’ is subjective. There is an artistic side to every human being.

Where are you from?

The land of Cedars.

Do you feel your situation is enviable? 

I don’t know, but I hope not.

What have you given up on?

Some of my dreams.

What do you do with your money? 

Enjoy it.

What moves you?

Real human moments.

What are your favourite pleasures? 

Travel and an active social life.

What would you like to receive for your birthday?


Name three living artists that you hate most?

Artists cannot be hated.

What or whom do you defend?

Freedom of choice and expression.

What are you capable of refusing?

Anything that does not make sense.

What are you capable of doing in the name of love?

Everything within my power.

What are you blamed for?

Being too idealistic and expecting too much.

What does art bring to you?


Who do you think you are?

Raja Trad.

What drives you nuts?

Hypocrisy and pretentiousness.

Write your own epitaph?

If people act themselves, the world would be a better place.

Under what form would you like to come back as?

A human being.

What was the last book you read? 

Good to Great by Jim Collins.

Do you like animals?

Yes, from a distance.

Why did you choose communication?

It chose me.

Who is the woman of your dreams? Honestly?

The same everlasting answer, my wife.

What is your philosophy in life?

Keep on challenging yourself and never give up.

What is the most important thing in your life?

My family.

Talk to an alien.

Aliens are living amongst us, deal with it.