Abu dhabi: The Abu Dhabi Businesswomen Council (ADBWC) and Publicis Groupe Middle East have launched Falcon Tank, an innovative initiative under their Ra’idah programme. This platform is crafted to assist women-led SMEs in securing media investment and expanding their businesses.
According to Emirates News Agency, Zenith, a prominent media agency within the Publicis Groupe network, has joined the initiative as the official media partner. The agency will collaborate closely with participating SMEs, guiding them from initial workshops to campaign development and execution, ensuring they are well-prepared to transform robust ideas into impactful business results.
Inspired by a popular entrepreneurial series, Falcon Tank offers SMEs in the Ra’idah programme the chance to pitch their campaign ideas to a panel of leaders, known as the Falcons. Three winners will receive paid media investment, funded by Publicis Groupe Middle East, to bring their campaign ideas to market in 2026. The main event is set to occur later this month.
This initiative marks a significant milestone for the Ra’idah programme, which was introduced earlier this year through a strategic partnership between ADBWC and Publicis Groupe Middle East. The year-long programme aims to equip women entrepreneurs in Abu Dhabi with the necessary skills and tools to foster growth in areas such as digital and social media marketing, communications, and brand building, while also nurturing a strong, supportive SME community.
The final session, led by Zenith, will concentrate on the fundamentals of paid media, preparing female founders with the knowledge required to develop a campaign idea for the main Falcon Tank pitch event. The winning SMEs will each be paired with a media expert from Zenith to guide strategy, execution, and delivery, focusing on achieving measurable media impact.