With more than 25 years experience in strategic planning, ideation, research and brand building in the Middle East, Rafic is an expert in his domain. As Chief Strategy Officer of TBWA Middle East, he is the head of the University of Disruption and Media Arts in the region. A sociology graduate, Rafic has helped clients develop successful product strategies, innovative business models, and successful go-to-market strategies centered around real human insights.
His experience as a strategy consultant with major regional and international companies – such as Axiom, Nissan, Visa or Al Ghurair – has given him a unique understanding of the inner workings of corporations in the region. His category experience is wide and includes the following sectors FMCG, Telecom, Banking, Automotive, Tourism, Hospitality, Technology, Retail, and Government related projects.
When he is not facilitating creative workshops or working on a consultancy project, Rafic is an avid reader known to read up to 52 books per year. He is also a frequent speaker in business conferences and gives lectures at regional and International Bachelor and MBA programs.
More recently, following his quest of knowledge, Rafic trained at Standford on human centric innovation.