Dubai-based independent creative agency JWI has announced a key leadership transition, promoting Adele Baxter to Managing Director as founder Charli Wright assumes the role of Chief Executive Officer.
The move signals JWI’s next phase of growth, reinforcing its operational leadership while sharpening its long-term strategic vision in the Middle East advertising landscape.
Adele Baxter to Lead Operations and Strategic Partnerships
Previously serving as Client Services Director, Baxter has been instrumental in shaping JWI’s commercial direction and strengthening long-term client partnerships. In her new capacity as Managing Director, she will oversee operational strategy, enhance client engagement frameworks, and expand the agency’s creative and strategic offerings.
With nine years of regional experience spanning business operations, marketing strategy, and client development, Baxter brings a strong understanding of brands navigating complex Middle East markets.
She has played a central role in building JWI’s long-standing partnership with Procter & Gamble’s Gillette brand. Her contributions helped deliver award-winning work, including recognition at the 2025 WOW Awards for Integrated Campaign of the Year for Gillette’s “Father’s Day is Closer Than You Think” campaign.
Charli Wright to Focus on Strategic Growth and Industry Leadership
Following her acquisition of the agency, Charli Wright has spent the past year refining JWI’s operational structure and strengthening its strategic positioning. As CEO, Wright will now concentrate on expanding the agency’s regional footprint and advancing its long-term growth strategy.
JWI has operated in the Middle East for over a decade, building a reputation for combining regional market intelligence with global creative standards. The agency partners with international brands including Gillette, Venus, Grey Goose, Patron Tequila and Epson, delivering brand strategy, creative toolkits, and multi-channel campaigns aligned with commercial objectives.
Wright is also a founding member of the Alliance of Independent Agencies Middle East and will dedicate additional time to championing independent agencies and driving industry-wide reforms.
Strengthening Independent Agency Presence in the UAE
Commenting on the appointment, Wright said the leadership transition aligns with the agency’s ambition to set a benchmark in creativity, commercial performance, and cultural intelligence across the region.
Baxter described the move as an opportunity to deepen JWI’s long-term brand partnerships and deliver scalable, results-driven creative solutions while attracting next-generation talent.
The senior leadership team at JWI now comprises Charli Wright as CEO, Adele Baxter as Managing Director, and Ben Thomas as Creative Director.
