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Mashreq Bank has appointed TBWARAAD as their creative agency of record in the Middle East region.

TBWARAAD, part of Omnicom Group Inc., will work closely with Mashreq’s in-house marketing and communications team to strengthen the bank’s position as the region’s most progressive and innovative community-focused bank.

Sridhar Iyer, Head of Marketing and Mashreq Neo at Mashreq Bank, said, “We are thrilled to be working with TBWARAAD. After an extensive pitching process, we felt the agency was best aligned with our needs and vision of growing the Mashreq brand across the region. As we move into the next phase of our digital transformation journey, we believe TBWARAAD can prove to be an apt partner in our journey and we look forward to building this partnership together. We would also like to thank M&C Saatchi, our incumbent agency, for their invaluable support and contribution over the past few years towards building the Mashreq brand.”

Reda Raad, CEO of TBWARAAD commented “We are thrilled to be working with Mashreq. Our data-driven disruption model questions and challenges normal conventions and we feel the rapid digital transformation of the banking industry really needs a clear voice of reason. We believe we can create memorable campaigns that position Mashreq as both educational and aspirational to their customers and stakeholders”

TBWARAAD Middle East, is one of the leading advertising agencies in the region and has extensive experience in the financial and technology sectors, delivering marketing communications solutions across customer journeys. Dubai Headquarters is the hub for an extensive network of 12 offices and affiliates across the MENA region. TBWARAAD was awarded, the 8th Bravest Agency on the Planet, Most Awarded Agency in the Region, Agency of the Year, Network of the Year in 2018.