Charli Wright, the long-standing Managing Director (MD) of the independent creative agency, JWI, has acquired the agency. This event is a significant milestone for JWI as it marks its tenth anniversary.
JWI (formerly Rave Communications) was founded in 2000 by John Wilford and established its Dubai presence in 2015 under Charli’s leadership. Since then, the agency is known for its bold, strategic creative work, winning clients across the Middle East, and becoming a niche as an independent regional agency with international standards.
Wilford formally retired last year, but Charli has long been leading the agency’s growth. As the sole owner, she aims to transform the agency into the region’s most independent creative agency, while maintaining the core values that have made it successful: delivering to the highest standards, making creativity strategic, investing in partnerships, and championing an integrated channel approach.
Charli Wright, Owner and Managing Director of JWI, commented: “JWI has always felt like mine in spirit, and I’m thrilled to say it’s now mine on paper. This moment isn’t just symbolic, but it’s the start of a new era for JWI. We’ve spent the last 12 months laying the foundations for long-term success, including a full operational overhaul. My vision is to build the best agency to work for – and the best agency to work with. That’s the standard we hold ourselves to every day. Our mantra ‘Go Beyond’ isn’t just a line – it defines how we show up for our clients and each other.”
John Wilford, founder of JWI, said: “It has been an incredible journey building JWI in Dubai, and I am immensely proud of what the team has achieved. Watching Charli grow and lead JWI has been a privilege, and her ambition and unwavering dedication have been instrumental in JWI’s success. Selling JWI to the management team, led by the exceptionally talented Charli Wright, feels like a natural and positive step and I am delighted to be passing the torch, knowing that JWI is in such capable hands.”
As JWI celebrates its tenth year in the region, it shows no signs of slowing down. The agency is eager to keep delivering standout work, while challenging the traditional agency model with fresh talent, systems and clients in place. With Charli Wright taking the charge, JWI will remain agile, values-led and proudly independent.
About JWI
JWI is a leading independent creative and events agency based in Dubai, driven by a commitment to Go Beyond. It elevates brands through creative advertising, unforgettable events and integrated campaigns.
Proudly female-owned and led, JWI blends its global expertise with regional insight, approaching every creative challenge with a strategy-first mindset.
Trusted by some of the world’s biggest brands, its client roster includes Gillette, Gillette Venus, Braun, BACARDÍ, GREY GOOSE® Vodka, PATRÓN Tequila, Epson and Philips.
