Independent creative agency JWI has announced a major milestone in its journey with the acquisition of the business by long-standing Managing Director, Charli Wright. This move not only cements Wright’s leadership but also signals the beginning of a new era for the agency as it celebrates a decade of operations in the Middle East.
A Strategic Evolution of Ownership
Founded in 2000 by John Wilford, JWI (formerly Rave Communications) expanded into the Middle East in 2015 under Wright’s leadership. Over the past ten years, the agency has earned a reputation for bold, strategic, and creative work, establishing itself as a trusted name in the region’s advertising and branding landscape. With Wilford’s formal retirement announced last year, Wright’s acquisition represents the natural next step in the agency’s evolution.
“JWI has always felt like mine in spirit, and I’m thrilled to say it’s now mine on paper,” said Wright. “This moment isn’t just symbolic—it’s the start of a new era for JWI.”
A Vision for the Future
Now as the sole owner, Wright has her sights set on scaling JWI into the most progressive independent agency in the region, all while staying rooted in the values that have driven the agency’s success. With a full operational overhaul completed and a refreshed internal structure in place, JWI is poised to embrace the next decade with renewed purpose.
The agency is redefining what it means to be integrated—ensuring every team member brings strategic thinking and a digital-first mindset to the table. Wright envisions an environment that fosters both excellence and empathy, underpinned by the agency’s core mantra: Go Beyond.
“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,” she said.
The Legacy and the Leap Forward
John Wilford, the agency’s founder, expressed full confidence in the transition. “Watching Charli grow and lead JWI has been a privilege, and her ambition and unwavering dedication have been instrumental in JWI’s success,” said Wilford. “Selling JWI to the management team, led by the exceptionally talented Charli Wright, feels like a natural and positive step.”
Despite its boutique size, JWI has consistently delivered results that rival global network agencies. It stands as the only independent agency globally retained by Procter & Gamble for its grooming portfolio in the region—a testament to its strategic agility and creative strength.
A Future Built on Independence and Innovation
As JWI embarks on this next chapter under Wright’s full leadership, the agency aims to remain agile, values-led, and proudly independent. With a clear roadmap for long-term growth, a sharpened focus on digital innovation, and a team committed to exceeding expectations, JWI is set to elevate its stature in the region and beyond.
