The Abu Dhabi Businesswomen Council (ADBWC) has partnered with Publicis Groupe Middle East to launch Falcon Tank, a new results-driven platform aimed at helping women-led SMEs secure significant media investment and scale their operations. The initiative is a key milestone for the partners’ existing Ra’idah programme.
A Platform for Growth and Investment
Inspired by popular entrepreneurial pitch competitions, Falcon Tank will provide women entrepreneurs enrolled in the Ra’idah programme a unique opportunity to present their campaign ideas to a panel of senior business leaders, referred to as the “Falcons.”
Three winning SMEs will be awarded paid media investment, fully funded by Publicis Groupe Middle East, to bring their campaigns to market in 2026. The main pitch event is scheduled to take place later this month.
Strategic Support from Industry Leaders
Zenith, a leading media agency within the Publicis Groupe network, has joined Falcon Tank as the official media partner. The agency’s role is integral, providing hands-on support to the participating SMEs from initial workshops through to campaign development and final execution.
A final preparatory session, led by Zenith, will cover the fundamentals of paid media, equipping the founders with the necessary knowledge to develop a compelling pitch. Post-competition, each winning SME will be paired with a Zenith media expert who will guide strategy and delivery to ensure tangible business impact.
Building on the Ra’idah Programme
Falcon Tank serves as a pivotal component of the broader Ra’idah programme, which was launched earlier in the year by ADBWC and Publicis Groupe Middle East. The year-long programme is designed to equip women entrepreneurs in Abu Dhabi with essential skills in digital marketing, communications, and brand building, while also fostering a strong and supportive community.
Executive Commentary
Her Excellency Asma Al Fahim, Chairwoman of the Abu Dhabi Businesswomen Council, highlighted the initiative’s strategic importance. “Falcon Tank is about giving women entrepreneurs the platform, the support, and the strategic tools to turn bold ideas into real business results. It reflects Abu Dhabi’s commitment to building an economy that is inclusive, future focused, and driven by opportunity.”
Bassel Kakish, CEO of Publicis Groupe Middle East and Türkiye, commented on the partnership’s purpose. “Our partnership with the Abu Dhabi Businesswomen Council reflects a shared commitment to supporting the region’s SME ecosystem and investing in the potential of women-led businesses. Through initiatives like Ra’idah and Falcon Tank, we’re enabling pathways to growth, visibility, and opportunity.”
Firas El Zein, CEO of Zenith Middle East, added, “Driving ROI is in our DNA at Zenith. Falcon Tank is about backing bold ideas with smart strategy to fuel SME growth and deliver real impact. We’re proud to support women-led businesses and help accelerate meaningful progress in the region.”
About the Abu Dhabi Businesswomen Council
The Abu Dhabi Businesswomen Council (ADBWC) was established by the Abu Dhabi Chamber of Commerce and Industry in 2001. Its mission is to enhance the role of women in the private sector and empower them to be active participants in the economic development of the Emirate of Abu Dhabi by providing support, resources, and networking opportunities.
Source: Zawya
