Khaled Amairy

Agency: Saatchi & Saatchi ME

Khaled Amairy isn’t just an Arabic copywriter. He’s a storyteller who speaks to the heart of the UAE. As a Senior Creative at Saatchi & Saatchi, Khaled has helped shape the voice of some of the nation’s most defining campaigns over the past year. He led the full Arabic rebranding of ADCB Islamic, guiding tone, dialect, and emotional language across a 10-month transformation. He co-created ADCB’s 2025 Ramadan campaign, praised internally as one of the brand’s most powerful films. He also wrote every Arabic word for RTA’s “20 for RTA” anniversary campaign, now live across the country. Khaled played a key role in winning major pitches for Publicis Groupe: FAB and ADCB. After the ADCB pitch, the client personally requested Khaled to lead all Arabic communications moving forward. Fluent in Classical Arabic and multiple dialects, Khaled balances heritage with innovation. He mentors younger writers, embraces AI tools to push creativity further, and consistently brings culture into every line. More than just writing, Khaled reveals emotional truth. His words this year have moved millions, built trust, and shaped brands that feel personal, powerful, and proudly local.