From graphic design to communication: A fulfilling journey for Romy Abdelnour

Romy Abdelnour, the Head of Communications at TBWARAAD, talks to Adgully on her role in storytelling and communication at the agency. She talks about her passion for creativity, how she moved from graphic design to communications, and the biggest challenges she faced in her role as Corporate Communications Director. Abdelnour highlights how TBWARAAD stays ahead of the curve with the launch of NEXT, a creative-led innovation consultancy, and the annual NEXT Innovation Festival. She also shares her thoughts on the importance of female representation in the advertising industry and her advice for aspiring women. She also talks about the emerging trends in advertising and communications in the UAE and how TBWARAAD is exploring these innovations to create strategies that resonate with clients' target audience. Excerpts:

Congratulations on your recent promotion! Can you tell us a little about your new role as Head of Communications at TBWARAAD?

Thank you, much appreciated. My main role involves telling the TBWARAAD story: the story of its creative products, the different brand experiences the agency creates for its clients, as well as the stories of our people, culture, key milestones, and achievements.

How did you initially get involved in the creative industry, and what inspired you to make the shift from graphic design to communications?

I've always had a passion for creativity, and since I was a child, I knew that I would choose a creative path. Initially, I had imagined pursuing a career in fine arts or interior design. However, as I grew older, graphic design was gaining popularity, and I became curious about how brands come to life and the vast world of design. After many years in the field and behind the computer screen, I realized that I needed more interaction with the outside world, more opportunities for exchange. I craved connectivity. I chose to complement my design background with communications, to learn how to better bring creative ideas to life through storytelling and communication.

Read the full interview on Adgully's newly launched Middle-East portal here:
https://adgully.me/home/single_article?id=2030