News DeskAbu Dhabi: The Abu Dhabi Businesswomen Council (ADBWC) and Publicis Groupe Middle East have announced the launch of Falcon Tank, a new initiative under the Ra’idah programme aimed at empowering women-led small and medium enterprises (SMEs) through media investment and strategic business support.
The initiative, inspired by the popular entrepreneurial competition format, will allow participants from the Ra’idah programme to pitch their marketing campaign ideas to a panel of industry leaders — the “Falcons.” Three winners will receive paid media investment, funded by Publicis Groupe Middle East, to launch their campaigns in 2026. The main event is set to take place later this month.
Zenith, a leading media agency under the Publicis Groupe network, joins Falcon Tank as the official media partner. The agency will mentor participating SMEs through workshops, campaign development, and execution, ensuring their ideas translate into measurable business impact.
The Falcon Tank competition marks a significant milestone for Ra’idah, a year-long initiative launched earlier this year through a partnership between ADBWC and Publicis Groupe Middle East. The programme focuses on equipping women entrepreneurs in Abu Dhabi with essential skills in digital and social media marketing, communications, and brand building, while fostering a supportive community of SMEs.
The final session of the programme, led by Zenith, will focus on the foundations of paid media, preparing participants for the Falcon Tank pitch. Winning SMEs will be paired with Zenith media experts to refine strategies and deliver campaigns with tangible impact.
Asma Al Fahim, Chairwoman of ADBWC, said the initiative underscores Abu Dhabi’s vision for an inclusive and forward-looking economy.
“Falcon Tank is about giving women entrepreneurs the platform, support, and strategic tools to turn bold ideas into real business results,” she said. “Women-owned businesses are helping to shape Abu Dhabi’s future — with the right backing, they can lead with confidence and compete globally.”
Bassel Kakish, CEO of Publicis Groupe Middle East and Türkiye, said the partnership reflects a shared mission to create meaningful impact.
“Through initiatives like Ra’idah and Falcon Tank, we’re enabling pathways to growth, visibility, and opportunity,” he said. “We’re proud to support these entrepreneurs on their growth journey.”
Firas El Zein, CEO of Zenith Middle East, highlighted the agency’s commitment to driving performance and ROI.
“Falcon Tank is about backing bold ideas with smart strategy to fuel SME growth,” he said. “We’re proud to support women-led businesses and accelerate meaningful progress in the region.”
With Falcon Tank, ADBWC and Publicis Groupe Middle East reaffirm their commitment to nurturing female entrepreneurship and advancing the long-term success of Abu Dhabi’s SME ecosystem through impact-driven initiatives.
