Manuel Bordé joins Ab­del Malek as sec­ond ECD at TBWA/Raad

Campaign Middle East - - NEWS -

TBWA/Raad has pro­moted Manuel Bordé from creative di­rec­tor to ex­ec­u­tive creative di­rec­tor, a ti­tle he will share with Fouad Ab­del Malek, who has been in the role since May 2016.

“This is some­thing I have known be­fore, in South Amer­ica where I worked,” said Bordé, a Columbian. “This is a very com­mon prac­tice to have dou­ble ECDs lead­ing a team, but it’s only pos­si­ble when you have agen­cies that are big enough to have space for two ECDs who can help each other and not over­lap each other.”

TBWA/Raad has had a good year, tak­ing the ti­tle of Agency of the Year at Dubai Lynx in March and lead­ing the re­gion in its awards tally at Cannes Lions. Its #SheDrives cam­paign for Nissan KSA was led by Bordé and won a Gold Lion. He won 2018 Lynx Grands Prix for the agency with Camelpower for Nissan Mid­dle East, McDon­ald’s Pro­moti­con and Pril One-Drop Bot­tle.

Ear­lier this year, TBWA/Raad took the ac­count for UAE telco Du away from Leo Bur­nett.

“This pro­mo­tion wasn’t a sur­prise,” said Walid Kanaan, TBWA/Raad’s chief creative of­fi­cer. “It came as a nat­u­ral evo­lu­tion for Manuel, who was re­ally grow­ing within the agency. He was prov­ing more and more that he has the right skills, the right lead­er­ship, the right at­ti­tude. And it hap­pened that the agency was also on a healthy track where the port­fo­lio of clients and brands grew dur­ing the past three years. The re­spon­si­bil­ity also grew with it, so we reached a point where we saw space for Manuel to be­come a sec­ond ECD and co-lead the agency with Fouad.”

He said: “We were lucky that in terms of syn­ergy, chem­istry com­plic­ity, it was work­ing per­fectly be­tween them. Fouad comes from an art back­ground while Manuel comes from a copy back­ground, so both of them are form­ing a su­per-creative team that leads the agency in Dubai for­ward.”

Bordé said: “This is more like per­fect har­mony. Like a mar­riage that has in­ter­de­pen­dence but still works very closely to­gether.”

Bordé has worked in ad­ver­tis­ing for more than 12 years in mar­kets in­clud­ing the UAE, Puerto Rico, Panama and Colom­bia.

‘Like a mar­riage’: (From left) Ab­del Malek, Kanaan and Bordé

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