EXCLUSIVE: TAHAAB RAIS, ON AWARD SHOWS, THEIR RELEVANCE, AND THEIR INTEGRITY

Multi-hyphenate Tahaab Rais, whom the industry knows as being the Chief Strategy Officer and Film Director at Publicis Groupe ME&T, has graced Communicate with a lengthy discussion about the many different aspects of where Award shows stand today, specifically that his own award-winning is nothing short of a continuous streak. For Rais, when quizzed about how to be able to produce so many hits in a row, he simply owes it to what he calls “our winning journey has been consistent since we all were assembled and came together in 2022. So, it definitely comes down to talents and the way those talents feed off of each others’ strengths and work together as and when needed to deliver the work, first and foremost, and then, the wins for the work. It also comes down to creating quality work and a great range of it.”

This is certainly not his first rodeo for sure, “In my experience, having done this at McCann Worldgroup and now at Publicis Groupe, is that winning really works well when it comes down to two things. Firstly, we need to treat every brief as an opportunity, whether it’s from a brand or from you for a brand, because every brief can lead to something great. Secondly, when you make creativity a culture versus the job of one discipline, you have that true creative force; all talent working towards creating great ideas and fame-worthy work, versus just those with creative in their titles. And truth be told, in that great culture, the idea is bigger than who came with it.”

These two factors meaning “treating every brief as an opportunity (that leads to legitimate work done that did see the light of the day) and having a culture where everyone is creative (that leads to more minds working on creating), leads to, as i shared earlier, quality work and a great range of it.” Apparently doing this “consistently at our end and have hence been the only agency and network that has won Dubai Lynx and MENA Effies Agency and Network of the Year consecutively for a few years. The work there was judged by global peers and clients and competitors alike.”

Interestingly, for him a creative idea needs to also be effective. Otherwise what is the point? He goes on emphasizing, “and the same ideas won at both festivals of creativity and effectiveness, separately, because they were creative and effective. Those wins feel good when you go back home after the awards night. We’re the only agency to have campaigns that won Golds at Lynx also winning Gold at Effies. It says a lot.”

The industry is rife with tit for tats, that is for sure, but Rais is dismissive of the theory, “regarding our achievements, I’d like to address a common misconception. Critics often claim that agencies win simply by entering the most categories or purchasing the most tables. However, the reality is clear = the agencies that win the most are those producing the highest-quality, most distinctive work, that is voted and ranked high across its categories by the jurors.” He asserts his thoughts saying, “the jurors don’t see entry fees or table invoices. I believe that accusation against award shows and agencies who participate is naïve, reflective of deep-seated envy that stems from a lack of participation or success and is ill-informed. To those skeptics, I say: Try entering the arena, put your work to the test, and discover the truth for yourselves.”

It is easy, once all these awards accumulated for everyone involved to develop ego issues – the agency, the team and Rais himself. Not so apparently, “we are truly fortunate to have the careers we do. Every day, we have the privilege of creating work that brings a little more happiness into people’s lives, whether through the brands we champion, the products we craft, or the causes we hold dear. It’s a blessing to be able to do what we love, and to be rewarded for it. As a man of faith, I wholeheartedly believe we are among the lucky ones, chosen by the Almighty to serve the world through this industry.”

Being humble is a lip service in advertising, Rais seems to be an exception. He goes on explaining, “while much has been changing around us with the success that has followed, one thing has remained and will remain constant - Our deep respect for the work we do. That respect must never waver. With the recognition and pedestal this industry often (and deceptively) affords us, it can be tempting to lose sight of what truly matters. We might be swayed to look down on the industry, our competition, or the people, believing ourselves to be its greatest stars. But such thinking is a trap. True fulfillment lies not in ego or stardom but in service. Service to our craft, to the industry, and most importantly, to the people we create for.” If there is an award for humility, Rais is certainly a good contender.

He, however, is very serious about his mission, you know, about seeing things from above, with a wider scope. He goes on, “we need to take joy in serving with humility, always putting the work and those we serve first. It is this mindset that keeps us and will keep us grounded, protects us from the pitfalls of ego, and ensures that our success is meaningful and lasting.”

But as ad shows proliferate, winnings becomes not just easy, but unescapable. Rais is very aware of that fact, “It’s undeniable! There are so many award shows out there these days! In fact, in my humble opinion, there are far too many, and that has inevitably diluted the respect and value awards once commanded. It seems like every few weeks, LinkedIn lights up with a new “Agency of the Year,” and by the end of the year, we’re inundated with countless “Most Awarded XYZ” lists. It’s overwhelming and devaluing, to say the least.”

Yet at some point, agencies and creatives need to see clarity within that fog. “To cut through this clutter and maintain focus, we’ve adopted a more intentional approach. We prioritize the top-tier award shows. We focus on those that truly matter for celebrating creativity and effectiveness. Our selection process isn’t driven by individual vanity or the need for constant recognition, as might be the case elsewhere.” There is indeed a method to the madness, or what appears as madness. Rais explains more clearly, “instead, it (the selection) is rooted in two key considerations: First the benefit to our clients: Will recognition at these award shows elevate their standing within their organizations and industries, as well as within ours? Second, our positioning as an agency: Does recognition on these platforms reinforce our leadership in the industry and attract the kind of talent we aspire to work with?”

In the end, logically, he explains that “by aligning with these priorities, we ensure our efforts are purposeful. We remain selective, choosing to participate in the most meaningful shows rather than spreading ourselves, and our budgets, too thin.”

Obviously, awards cost money, and such money is pre-planned – most logically – annually… “Additionally,” he explains, “we allocate a dedicated budget for awards across our agencies. This budget, determined collaboratively at the group leadership level, supports the time, effort, and resources needed to prepare and submit work that stands out. It’s a conscious, strategic investment that ensures our focus remains on what matters to the business of our agencies, without getting lost in the noise of countless award shows.

But what’s with everyone and their mother on Linkedin labelling themselves as “award-winners”, perhaps the face has gone too long. “I’m not sure about their mothers” he deadpans! But he does agree that too much is indeed too much, “I do believe this kind of behavior diminishes the achievements of those who have genuinely earned their awards.” Advertising is an industry where everyone wants a credit, even if it is just about scoring points. Rais is aware of this fact, “let’s not forget the “credit hyenas”, who latch onto the hard work of others and claim it as their own. This doesn’t just apply to individuals; agencies are guilty of this too! For those who are truly deserving award winners, it’s always worth showcasing the recognition you’ve earned. Highlighting the awards you’ve won, and more importantly, the work behind them, adds a layer of credibility that speaks volumes about your talent and integrity.”

But judging is never a straightforward or even impartial process, sad but true. Having participated in too many such award shows, Rais believes “that awards should celebrate the best of our industry, but I have a few significant concerns when it comes to the juries and how they operate in these shows.”

His gripe however is real, too real. He starts with simply “Firstly, the quality of judges.” Sure, it is a double-edged sword, “while inclusion and diversity are essential for progress, they should never come at the expense of expertise and experience. I’ve seen incredible work, created by highly accomplished individuals with hundreds of awards to their names, being judged by marketers or agency professionals who have never entered, let alone won, certain awards themselves.”

Rais is baffled by these inconsistencies, “this lack of experience not only results in poor judgment but sometimes even disrespect for the work being evaluated. To address this, award shows must prioritize expertise, even if it means inviting repeat jurors. Aspiring young professionals could be included as shadow jurors to learn and grow, grooming them for future roles once they’ve demonstrated their capability by crafting winning work or writing strong papers.”

Also, Rais is very concerned by interferences – on many levels. What he terms, and rightly so, as “the issue of lobbying.” That it is common place is indeed very worrying. Rais calls it “frankly, appalling.” He is even incredibly apprehensive that it has become too prevalent.

“The “you scratch my back, I’ll scratch yours” mentality has become a pervasive, self-deceptive habit within the industry, especially among large network agencies. I’ve witnessed blatant lobbying on juries, including one recent experience that was downright embarrassing. Jurors (and even non-jurors with “friends” on the jury) leveraging influence to sway votes in favor of their network agency, or even as jury leads, is a disgraceful practice.”

Rais, always faithful to that idea of principles is worried that such practice, “undermines the credibility of the entire process. Just as lobbying wouldn’t be tolerated in a courtroom jury, it has no place in the jury room of an award show. How does one sleep at night knowing their “win” was the result of manipulation rather than merit? Award shows must take a firm stance against this behavior, closely monitoring jury discussions and even prohibiting the use of phones in jury rooms to maintain integrity.”

Yet it does not end there. Not just jury selection and lobbying, there is “the bias problem.” Apparently and according to him “despite anti-bias trainings in award shows, our region, in particular, still struggles with fairness and impartiality in juries (as do many other regions worldwide!). There have been far too many instances where jurors actively “eliminate” or “downplay” work from competing agencies, offering reasons that sway “foreign” jurors unfamiliar with their regional context.” On a moral level, Rais finds this as “petty, immature, and counterproductive. Award shows must implement systems to monitor discussions, and identify and correct such biased voting, or discount these votes altogether.”

But obviously, when the jury was badly selected, and/or has been subjected to interface, and is additionally biased, personal sentiments come prominently into play. “I’ve heard statements like, “I don’t like this idea,” or, “This wouldn’t work in my market,” when the work in question was designed for a completely different market where it is relevant. This lack of objectivity erodes the legitimacy of the awards process.”

Rais truly feels that “for awards to retain their value, they must uphold fairness, expertise, and integrity in their jury processes. Only then can we truly celebrate work that deserves recognition, without the shadow of doubt or compromise.”

But let us be honest. Does anyone even care about awards? Clients or even the public at large? Rais still thinks all of this matters. And deeply so. “I firmly believe that awards hold value in any industry. Ours is no exception. They’re not just trophies. They’re markers of progress. They serve as recognition for the hard work, creativity, and dedication that go into what we do.”

And to answer the burning question, he goes on and affirms, “yes, clients notice and care about them too, as these accolades often reflect the success of their work as much as ours. Personally, I have a particular appreciation for award shows where our clients also serve as judges, alongside our peers. These tend to be far more challenging to win, which makes the recognition even more fulfilling on a professional level. After all, at the heart of it, our work is for the brands we serve.”

Well, at least he gets to be realistic. Apart from immediate family, “do people in the real world care about awards? Not particularly! And that’s perfectly fine. The purpose of awards isn’t to cater to the masses. They’re an acknowledgment from within the industry, by the industry, for the industry.”

He does have a wish to involve the indifferent public at large though, “I’d love to see awards judged by actual consumers; those who experience our work firsthand. In fact, I’m currently working on launching a personal initiative in my spare time, The Populus Awards, a pro bono initiative at inception, that puts consumers in the judging seats, giving them the power to recognize the ideas that resonate with them most.”

Rais is incredibly serious about the value of awards, he goes on explaining “awards also matter because, when structured thoughtfully, they encourage agencies to think in the way they should - pushing boundaries and driving innovation. The introduction of categories like Entertainment, Sports, Gaming, Commerce, Data, Business Transformation, and B2B has nudged agencies to explore new dimensions of creativity. These categories challenge us to make work that entertains, engages through sports and gaming, drives commerce, leverages data creatively, transforms businesses, and makes B2B marketing impactful, all while staying relevant to the people we aim to connect with.”

And as the creative industry in the region takes leaps and bounds in international shows, Rais sees a much larger perspective. For him, “on a broader scale, awards are essential for the region’s creative growth and recognition on the global stage. The MENA region has long been seen as an underdog, not just in advertising and marketing but across many spheres. And as history shows, underdogs work harder, punch above their weight, and often capture the world’s attention.”

To anyone industry, he says, “this hunger to create, disrupt, stand out, and be seen is shared by agencies across the region. It’s a collective spirit, born from a desire to make work that matters. This energy hasn’t gone unnoticed. More work from our region is being celebrated on global platforms than ever before. Journalists are featuring it, jurors are awarding it, and our talent is being recognized. We’re seeing more creatives from the region serve as Jury Presidents and Chairs, as well as being included in juries worldwide. It’s a testament to the incredible talent we have - not just local talent but also those who come from around the world, drawn by the region’s ambition to create work they’re proud of.”

Take the ebullient market in the Kingdom of Saudi Arabia, for Rais this is the prime example. For him, “the rise of Saudi Arabia is another remarkable aspect of this evolution. Saudi-based brands and marketers have shown a deep hunger for world-class work; sometimes even more so than the agencies themselves, which is inspiring to see! This shared ambition is unlocking exciting opportunities and producing some truly outstanding work.”

Not just an underdog at this point, on the contrary, “Saudi Arabia dominated at a lot of top-tier award shows in 2024, and I’d love to see even more groundbreaking campaigns emerge. Every win from Saudi or elsewhere in the region elevates the entire creative ecosystem, inspiring better work from all markets and, ultimately, allowing us to shine as a unified region, pushing the region forward.”

In an industry where values can be easily compromised, it is refreshing to see people like Rais standing their ground. And watching over the throne.