The Abu Dhabi Businesswomen Council (ADBWC) has partnered with Publicis Groupe Middle East to roll out Falcon Tank, a new initiative designed to support women-led SMEs by helping them secure media investment and scale their operations. The launch comes as part of the Ra’idah programme, introduced earlier this year to equip women founders in Abu Dhabi with critical business and marketing capabilities.
Zenith, a key media agency within the Publicis Groupe network, will serve as the official media partner for the initiative. The agency will provide end-to-end support to participating small businesses, covering training workshops as well as campaign design and execution, with the aim of preparing founders to convert creative concepts into effective market campaigns.
Modelled on entrepreneurial competitions, Falcon Tank will give SMEs enrolled in Ra’idah the chance to pitch their campaign concepts to a judging panel, referred to as the Falcons. Three businesses will receive paid media investment for campaigns set to run in 2026, funded by Publicis Groupe Middle East. The pitch event is due to take place later this month.
The initiative marks an expansion of the Ra’idah programme’s efforts to equip women entrepreneurs with tools across digital marketing, branding, communications and social media, while building a wider peer network. As part of the programme’s final session, Zenith will deliver training covering core components of paid media, preparing participants to shape their campaign ideas for the Falcon Tank pitch.
The winners will subsequently be paired with Zenith media specialists, who will support them through strategy, delivery and execution phases, with a focus on driving measurable media results and maximising business outcomes.
Her Excellency Asma Al Fahim, Chairwoman of the Abu Dhabi Businesswomen Council, said: “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. Women owned businesses are not just contributing to this journey — they are helping to shape it. With the right backing, these businesses can lead with confidence, grow with purpose, and compete globally.”
Commenting on the initiative, Bassel Kakish, CEO of Publicis Groupe Middle East and Türkiye, said: “We believe in using our capabilities to create meaningful, long-term impact. 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. We’re proud to support these entrepreneurs on their growth journey.”
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.”
The programme reflects ongoing efforts by ADBWC and Publicis Groupe Middle East to advance women-led enterprise development and reinforce support structures for Abu Dhabi’s SME landscape.
