Senior perspectives, accountable practice.
The people and intelligence in the room are the people and intelligence doing the work.
Meet our Principals
Samer Khwaiss
Founder / Brand and Creative Strategy
Meaning, positioning and creative direction. More than two decades leading brand and creative work across the Middle East, Africa and the United States, including senior roles at JWT, Lowe and M&C Saatchi.
Nadia Muradi
Partner / Business and Client Strategy
Business understanding, client leadership and strategic continuity. More than two decades connecting organizational needs, market realities and the people responsible for turning decisions into action.
Cumai
AlterSapiens Limited / CAIO
Consulting Partner
Evidence examination, pattern recognition and systematic challenge. Cumai works across research, analysis and hypothesis testing, helping the practice examine more evidence, expose contradictions and test assumptions before recommendations are made.
Different forms of intelligence.
Shared standards of evidence.
One recommendation.
Built by people who learned to think before the tools learned to answer.
Add Chapter is a new operating model built on more than two decades of brand, creative and business experience.
Add Chapter has built brand and campaign work for global and regional brands, from Nestlé, Unilever, Samsung and Mondelēz to Dubai Economy and the Government of Dubai. Earlier, at JWT, Lowe and M&C Saatchi, our principals led work for clients including HSBC and Shell.
Before this chapter
Add Chapter has built brand and campaign work for
Our current model is new. The experience behind it is not. Explore the agency work and history that preceded Add Chapter.
archive.addchapter.com / agency archive