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Ahang Ashti
Co-Founder & CEO
Setting trends in marketing is one of the most difficult challenges in the corporate realm. Achieving this nearly impossible feat from Erbil, the capital of Iraqi Kurdistan, is grei Agency - an award-winning marketing agency intertwining creativity, strategy, and quantifiable difference.
Through the concerted action of foresight leadership, global knowledge and culture of excellence grei has managed to position itself at the top of the industry, setting benchmarks in storytelling.
The credit goes to Ahang Ashti, the co-founder and CEO of grei. Ahang kick-started his career with GLS, a company that provided translation and interpreting services to the US Army.
In 2019, Ahang founded grei to establish a creative agency that operates at an international level while maintaining a local edge. Recognizing a gap in quality and professionalism, the founders set out to create an agency that would stand apart through its commitment to high standards in communication, delivery, and team qualifications.
From its inception, grei established a unique value Proposition - delivering world-class marketing solutions while nurturing a culture of continuous learning and growth. Over the past five to six years, this approach has shaped grei’s strong brand positioning and reputation, making it a leader in the industry and a benchmark for excellence in the region.
Currently, grei is not only home to several award-winning and certified creative talents, but also the first Iraqi agency to win the prestigious Kotler Award. We are delighted to engage in an exclusive interview with Ahang, who takes us through his leadership style and vision.
What have been the biggest turning points that inspired you to become an entrepreneur and lead a company?
There are many. For instance, working with MSelect - Workforce Management & Development - as a training consultant provided me with a strong foundation for understanding what it takes to own and manage a business, including the key elements behind the scenes that aren’t obvious to most employees.
I’m especially grateful to my manager, Hal Miran, who was open, supportive, and generous in sharing his knowledge. His guidance not only deepened my curiosity but also motivated me to learn and prepared me for the challenges of leading a company.
What sets grei Agency apart from other marketing agencies in the region?
Grei Agency distinguishes itself by operating locally with international standards, focusing on high-quality communication, delivery, and team qualifications. The agency has built a strong brand reputation over the past five to six years by maintaining rigorous internal training and a “no comfort zone” policy, ensuring continuous learning and improvement among its staff.
What are the latest opportunities and challenges your grei is navigating today?
When we created grei, our unique value proposition was operating locally while maintaining international standards in marketing and creativity. This allowed us to raise the quality and benchmarks within the market. grei is now recognized for its high standards in communication, delivery, and strategic thinking, as well as the caliber of talent we bring on board. Over the past five to six years, we’ve been able to establish a strong brand positioning and reputation in the industry.
A company’s success is 10 percent strategic vision and 90 percent the ability to empower the people who bring that vision to life, because it’s not about you, it’s about how deeply you invest in others
How do you ensure that grei consistently upholds its high standards?
At grei, we follow a “no comfort zone” policy. From day one, every team member - regardless of experience - undergoes a rigorous training program that goes beyond work experience. We cover the fundamentals of marketing, account management, and design, including the principles behind messaging, visuals, copywriting, and video communication. This approach ensures everyone understands the “why” behind their work, holds them accountable, and continuously learns, helping grei maintain its high standards and market reputation.
grei is now recognized for its high standards in communication, delivery, and strategic thinking, as well as the caliber of talent we bring on board
What are some of the most intriguing client challenges you’ve encountered, and how do you strategize to meet their diverse demands?
At grei, we collaborate with major global and local brands, including Toyota Iraq, as well as international platforms such as Netflix and Apple TV+. These projects often present unique challenges, whether it’s marketing an innovative product or launching a service in a market where such concepts are new.
The key lies in adapting international best practices to fit the local culture and audience psychology. We navigate this through persistence, research, trial and error, and by deeply understanding the target audience to ensure campaigns resonate while achieving the client’s goals.
How does grei Agency approach challenges when working with major clients and new products?
grei Agency tackles challenges by emphasizing creativity, cultural adaptation, and persistence. When faced with innovative products or unique marketing demands, the team conducts thorough research, adapts international case studies to fit local culture, and relies on trial and error, as well as deep understanding of the psychology of their audience, to deliver effective solutions for clients.
How do you see the future of the market evolving?
I believe that over the next five years, technological advancements will significantly automate many tasks within marketing agencies. While people won’t be fully replaced, tools like AI will simplify workflows, potentially reducing staffing needs but increasing the demand for highly skilled, senior professionals to manage strategy and ensure precision. Looking further ahead, marketing could become almost fully automated, with agencies potentially functioning efficiently with just a few key people driving the overall process.
Where do you see yourself positioned in the evolving marketing landscape?
We’re focusing on adopting and leveraging useful technologies while staying innovative and attuned to market advancements. At the same time, our priority is to deepen our understanding of the fundamentals and science of marketing. Essentially, our knowledge and experience remain one of grei’s key differentiators in the market.
What message or advice would you give to budding leaders?
Cultivate a deep understanding of your industry while also developing specialized knowledge in specific areas relevant to your business. It’s crucial to understand your market and industry from a wide perspective, but also to specialize in the areas that are most relevant to your business. I believe that having this comprehensive understanding allows you to effectively communicate with your team, engage in technical discussions, and help push your organization forward.
In my experience, a company’s success is 10 percent strategic vision and 90 percent the ability to empower the people who bring that vision to life. It’s not about you - it's about how deeply you invest in others. By being well-versed in both the general and specific aspects of your field, you can foster growth, innovation, and resilience within your organization.
Ahang Ashti, Co-Founder & CEO, Grei Agency
A visionary marketing leader with nearly a decade of experience, Ahang combines strategic insight with creative excellence, driving innovation and measurable impact in the global arena. His leadership at grei has been marked by a focus on rigorous internal training, a “no comfort zone” policy, and a dedication to continuous learning and excellence. Under his aegis, grei Agency has worked with major clients such as Toyota Iraq, Netflix, and Apple TV Plus, and became the first Iraqi marketing agency to receive the prestigious Kotler Award in 2025.
Hobbies: Playing video games
Favorite Books: Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath, and Positioning: The Battle for Your Mind by Al Ries and Jack Trout
Favorite Travel Destinations: Italy and Goa
Favorite Cuisine: Vietnamese