The Abu Dhabi Businesswomen Council (ADBWC), in collaboration with Publicis Groupe Middle East, has launched a new platform called Falcon Tank under its Ra’idah programme. The initiative aims to help women-led small and medium enterprises (SMEs) secure media investment and accelerate business growth.
Zenith, one of the region’s leading media agencies under the Publicis Groupe network, has joined as the official media partner for Falcon Tank. The agency will work closely with participating SMEs, hosting workshops, guiding campaign strategy, and supporting execution—to help transform creative marketing ideas into measurable business results.
Drawing inspiration from popular entrepreneurial pitch formats, Falcon Tank will give women entrepreneurs in the Ra’idah programme an opportunity to present their campaign ideas to a panel of business leaders, known as “the Falcons.” Three winners will receive paid media investments, sponsored by Publicis Groupe Middle East, to bring their campaigns to life in 2026. The flagship Falcon Tank event is scheduled to take place later this month.
The initiative represents a major milestone for the Ra’idah programme, which was launched earlier this year through a strategic partnership between ADBWC and Publicis Groupe Middle East. The year-long programme is dedicated to strengthening the skills of women entrepreneurs in Abu Dhabi, with training focused on digital marketing, communications, and brand development. It also seeks to build a collaborative ecosystem for female-led SMEs.
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