JWI appoints Adele Baxter to senior leadership role

JWI, a creative agency based in Dubai, has promoted Adele Baxter to Managing Director.

Previously serving as Client Services Director, Adele Baxter has over the years played an important role in shaping JWI’s client partnerships and commercial focus. This includes the firm’s work with Procter & Gamble, which saw JWI contribute to the company’s award-winning ‘Father’s Day is Closer Than You Think’ campaign.

In her new position, Baxter will lead the agency’s operational strategy and functions, with a mandate to further strengthen JWI’s strategic partnerships and creative offerings. Other clients JWI serves include Venus, Grey Goose, Patron Tequila and Epson.

Baxter becomes a member of JWI’s senior leadership team, which is led by Chief Executive Officer Charli Wright and further consists of Creative Director Ben Thomas.

Commenting on the appoint, Wright said: “We are on a mission to be the benchmark for the creative advertising industry – creatively, commercially and culturally. Adele has been instrumental in accelerating our growth – her promotion is a natural step forward as we further strengthen our presence in the region, allowing me to focus on our strategic vision and growth.”

“I’m honoured to have stepped into this role,” said Baxter. “JWI invests in long-term, trusted partnerships with brands that want to scale commercially through creative solutions, and it’s so valuable to be at the helm of driving this forward. In our next stage of growth, we will continue to deliver innovative, results-driven advertising that brands can rely on.”

Before joining JWI in 2022, Baxter spent seven years at Flourish, a specialist in customer relationship management, where she grew the ranks to Business Director of the Dubai office.