The Abu Dhabi Businesswomen Council has successfully concluded the final stage of its Falcon Tank competition, the capstone event of the ‘Ra’idah’ programme. Organised in collaboration with Publicis Groupe Middle East, the initiative is designed to empower women entrepreneurs by enhancing their market readiness and strategic capabilities.
A Platform for Practical Application
The Falcon Tank competition served as the culmination of a comprehensive training journey focused on equipping female founders with the skills to translate their business ideas into actionable, commercially viable marketing plans. Throughout the programme, participants received mentorship from Zenith Middle East, part of Publicis Groupe Middle East, on developing robust strategies covering brand positioning, channel approach, and media planning.
“Ra’idah reflects our commitment to investing in our expertise where it can have a real impact,” said Bassel Kakish, CEO of Publicis Groupe Middle East and Turkey. “Working with the Abu Dhabi Businesswomen Council, we support female founders and small businesses with the strategic marketing capabilities needed to grow and expand. Behind each business is a founder with a clear vision, and Falcon Tank helps translate that vision into real commercial momentum.”
The final stage saw participants present integrated marketing plans to a specialised judging panel, showcasing their strategic development and market readiness.
“The presentations were impressive and reflected on the quality and ambition of the businesses taking part in Falcon Tank,” noted Firas El Zein, CEO of Zenith Middle East. “Marketing and media have become increasingly important as companies scale, and we were pleased to support the participants by sharing practical guidance in this area. We look forward to seeing how they apply this thinking as they continue to grow.”
Celebrating The Winners
After a rigorous evaluation process focused on innovation, scalability, and implementation readiness, the competition announced its winners. First place was awarded to Thatboardplace, founded by Amira Al Khayeli and Noura Al Shamsi.
The Noor Creative, founded by Noor Al Fahim, secured second place, while third place was jointly awarded to Swendy, founded by Hanadi Al Suwaidi, and DeineOfficial, founded by Fatima Al Yaqoubi.
Beyond The Prize Money
The support for the winning projects extends beyond direct financial funding. Publicis Groupe Middle East and its agency teams will provide an integrated package of specialised digital marketing services. This includes the development and execution of comprehensive, tailor-made marketing strategies for each venture, aiming to strengthen their digital presence, expand their customer base, and accelerate sustainable growth.
Strengthening Abu Dhabi’s Ecosystem
The initiative underscores a wider commitment to fostering a thriving environment for female entrepreneurship in the UAE’s capital, contributing to economic diversification and solidifying Abu Dhabi’s position as a hub for innovation.
H.E. Asma Al Fahim, Chairwoman of the Abu Dhabi Businesswomen Council, commented, “The conclusion of the Falcon Tank competition marks an important milestone within the Ra’idah programme, where we witness the outcome of a comprehensive journey designed to empower women entrepreneurs. We firmly believe that supporting women in entrepreneurship is a fundamental pillar in building a sustainable economy driven by innovation and competitiveness.”
About The Ra’idah Progra
The Ra’idah programme and the Falcon Tank competition are part of the Abu Dhabi Businesswomen Council’s broader efforts to strengthen the women’s entrepreneurship ecosystem. The initiative delivers specialised programmes focused on capacity building, skills development, and enhanced access to markets to support the growth of female-led businesses and enhance their presence within the economic landscape.
Source: Zawya
