Best Place to Work: Individual Shop/Network of the Year 2024: TBWA\RAAD (UAE)

The Gold winner of Best Place to Work: Individual Shop/Network of the Year 2024 for Campaign's Global Agency of the Year Awards is TBWA\RAAD.
The creative shop's systematic overhaul of its workplace culture delivered measurable results that justify this recognition. The Dubai-based agency engineered change through data-driven initiatives, and the numbers tell the story.
Employee engagement jumped from 68 per cent to 81 per cent, while the resignation rate decreased from 28 per cent to 11 per cent, a 62 per cent reduction that saved the agency AED1.5m annually. Trust in senior leadership rose from 60.6 per cent to 79.8 per cent, reflecting the success of its collaborative agency reset programme.
TBWA\RAAD's approach centred on four core values, 'Belief, Courage, Hunger, and Collaboration,' embedded across every touchpoint from hiring to performance reviews. A standout initiative was the shop's Women & Working Mothers programme, addressing industry-specific challenges with extended maternity leave (75 days' full pay), additional work-from-home days, and annual wellbeing days, driving a more inclusive, family-friendly culture. The impact was immediate: female employees' Net Promoter Score shifted dramatically from -20 to +28.
TBWA\RAAD also introduced 'We Win, You Win' incentives to reward teams for successful pitches, fostering greater collaboration and equity across the agency.
Meanwhile, the agency's 'Always-On Listening' strategy captured feedback through multiple channels – stay interviews, exit interviews, and leadership workshops – creating personalised retention plans that achieved zero turnover among key talent. Internal promotions increased 50 per cent, with women receiving 47 per cent of promotions (up from 18 per cent the previous year).
Judges commended 'the increase in the trust of senior leadership is not only an outstanding result, but incredibly good news for their business.'
Shortlisted for Best Place to Work: Individual Shop/Network of the Year 2024:
Apparent Communications
TBWA\SMP
This content was first published on Campaign UK.

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