What services does Asas Agency offer?

Asas Agency offers strategic communications, creative direction, video production, campaign design, content production, podcast production, social media strategy, audience research, capacity building, and executive media training in Baghdad, Iraq and across the MENA region.

Where is Asas Agency based?

Asas Agency is based in Baghdad, Iraq, with a management team that has a global footprint across Europe, North Africa, and the Middle East.

Who does Asas Agency work with?

Asas Agency works with government institutions, private companies, UN agencies, INGOs, NGOs, civil society organizations, and business leaders in Iraq and the MENA region.

How can I contact Asas Agency in Baghdad?

You can reach Asas Agency by email at hello@asas-agency.com or on LinkedIn at linkedin.com/company/by-asas.

Asas Agency

Who We Are

We are Asas.

We are a full-service strategic communications and creative agency built on an ambitious proposition: Creative, by Nature. Value, by Design.

Asas means foundation in Arabic and that idea defines everything we do. Guided by curiosity and a strategic mindset, we listen first and then we build solutions.

Based in Iraq and led by a management team with a global footprint, we work with government clients, business leaders, international organizations, and civil society to tell their stories, reach their audiences, and deliver impact.

Always intentional. Always anchored in context. Always driven by purpose.

Photo by Zaid Mohammed

Photo by Khbab Alturky

Our Story

The opportunity.

Across Iraq and beyond, the communication space is crowded and often overwhelming. The challenge is clear: how do you cut through the noise? How do you engage audiences that are hyper-aware, hyper-connected, and have already seen your content before it even goes live? How do you build conversations and stories that feel authentic, move people, and drive real impact?

Asas was founded by four professionals who had collaborated across research, strategy, campaigns, filmmaking, and production. Over time, we recognised a simple truth: the most effective communication starts with a shared understanding.

Understanding the context.

Understanding the audience.

Understanding what success looks like.

Under one network, uniting national and international professionals across strategy, digital, content, creative direction, and production — Asas brings together the best talent from Iraq and the region to deliver communication with purpose, integrity, and impact.

Never afraid to turn the most challenging brief into the best possible campaign.

Our Approach

Foundation before execution.

We move beyond briefs and retainers to build strategic partnerships with our clients.

Here is how we do it:

We listen to you, your audience, and your environment by immersing ourselves in your world to understand it.

We research and challenge every assumption so ideas are interrogated, the status quo is challenged and strategies are refined at every step.

We build campaigns at pace and at scale. We move fast but never rush. We adapt quickly, learn continuously, listen (always) and execute with intent, clarity and impact. Because this is who we are: doers with creative ambition and a strategic mindset.

Our Services

What we do.

From audience intelligence to creative execution — we cover every dimension of strategic communication.

Insight & Intelligence

We analyze your audience, operating environment, and strategic challenges to ensure every decision is grounded in evidence, not assumption.

Insight shapes direction. Context defines strategy.

Storytelling & Creative Direction

We define your positioning, shape your narrative, and build the creative system around it — what you say, how you say it, and how to connect with your audience.

Campaign Design & Delivery

From concept to execution, we design and deliver best-in-class communication products:

Branded content

Media and news storytelling

Video production

Podcast production

Social media assets and digital marketing

On-ground activations

Advisory & Capacity Building

We strengthen institutions and organizations from within:

Communications team training

Co-creation workshops

Systems and workflow development

Surge capacity

Long-term strategic advisory

Executive media training and masterclasses

The Team

The people behind the work.

A network of local and international talent, bringing together cross-functional expertise, creativity, management and innovation.

One shared vision: to deliver communication that connects and ideas that move you and your audience.

Tiba Jbara

Co-founder

Tiba Jbara is a media producer and narrative strategist with 10+ years of experience across film, commercial campaigns, and creative programme design in Iraq and the region. She works across cinema, brand storytelling, and institutional communications, helping businesses and organizations turn complex ideas into clear, human-centred narratives. She collaborates with private sector and emerging brands on positioning and content strategy, and hosts The Journey 2.0 podcast on identity, leadership, and entrepreneurship.

Karim Mijal

Co-founder

Karim is a strategic communications leader with 10+ years of experience shaping narratives and campaigns across policy, national security, technology, and social impact. He works with governments, organizations, and businesses to turn complex challenges into clear, measurable outcomes. With experience across Europe, North Africa, and the Middle East, he brings a cross-functional approach spanning strategy, content, capacity building, and stakeholder engagement.

Mohammed Al-Darraji

Co-founder

Mohammed Al-Darraji is an Iraqi-Canadian filmmaker, producer, and editor based in Toronto, with experience across film, television, and commercial production in Iraq, the Middle East, and North America. His work spans award-winning films, documentaries, and branded content. His credits include My Father's Gift (Crystal Bear, Berlinale) and Happy Birthday (UNICEF Film Festival). He brings documentary sensibility and commercial precision to Asas' productions.

Mustafa Lami

Co-founder

Mustafa Lami is a strategic communications and behaviour-focused practitioner with 10+ years of experience across Iraq and the region, working at the intersection of research, strategy, and capacity development to design communication that shifts attitudes and behaviours. He has led training and advisory work across Iraq, Egypt, Lebanon, Syria, Yemen, and Jordan, combining creativity and structure to ensure measurable, culturally relevant impact.

Creative,
by Nature.
Value, by Design.

We are Asas.

The opportunity.

Foundation before execution.

What we do.

Built for complex environments.

The people behind the work.

Let's build something together.

Creative,by Nature.Value, by Design.

We are Asas.

The opportunity.

Foundation before execution.

What we do.

Built for complex environments.

The people behind the work.

Let's build something together.

Creative,
by Nature.
Value, by Design.