#416: From Nissan to Louvre Abu Dhabi: Reda Raad on 27 Years of Making Brands Stand Out — Made in Dubai with Spencer Lodge

Reda Raad has spent the last 20 years shaping how one of the world's biggest car brands is seen across this region, and picked up international recognition along the way for his work putting the Louvre Abu Dhabi on the map.

He talks to Spencer about the discipline he says most people are losing in the age of AI, and why some brands earn decades of trust in this region while others never get close.

Timestamps

02:00 – Starting a new podcast and personal motivations

03:07 – Working with his father and their early professional relationship

08:06 – Childhood memories, growing up in Dubai, and family dynamics

13:07 – Starting at the bottom as an Assistant Account Executive

22:50 – A humbling lesson from his father about consistency

26:33 – Nissan's long-standing history and brand loyalty in the GCC region

33:23 – Founding TBWA and gaining Nissan's trust

39:48 – Understanding agency identity: "The Disruption Company"

45:00 – The role of Artificial Intelligence (AI) in advertising and thinking

56:56 – Specific AI tools used in business (Omni, Claude, ChatGPT)

59:01 – Outdoor advertising and the Louvre Abu Dhabi case study