I have always admired the specialized journal “Badkoobeh” that serves as a reference for the past and present of the communications, advertising, and branding industry in Iran and the world. The giants of this industry record their experiences there. However, I never thought the day would come when Reza Haddad would no longer be with us, and I dedicate this issue to my thirty-year companion who is no longer here.
Reza was a student at the University of Art. He came from Shiraz to Tehran and, alongside his studies, directed television program studios. I was the program host, and our friendship began there. Later, Reza joined the advertising management team of Tehran Network and stepped into the advertising industry. During these years, he was one of the founders of the Aftab advertising agency and developed Aftab. Throughout this time, Reza was the manager of a full-service agency and a media expert; television-radio and, in recent years, environmental media. He gained the most practical experience in media management on provincial TV and radio stations. He also successfully took over the leadership of the Aftab advertising company and maintained its position as the top agency in the contract ranks of the Voice and Vision of Iran for many years.
Reza was also a theater director, an avant-garde director. He was very kind in his friendships and serious in competition. Sometimes he would say that if someone wrote a check, he could cash in three. Reza spent his entire life and youth on advertising. He was diligent and a warrior. He served many brands and worked with many managers. He was proficient in the language of private and government managers and was aware of how to communicate with people, whether artists, managers, or employees.
Reza Haddad’s contributions to the advertising industry in Iran are undeniable and outstanding. He was adept at collaboration, having been a partner with Maziar Habibinia throughout his entire career. He also collaborated with other advertising agencies on the media path, and most of the time, he approached media independently. Along this journey, he partnered with companies such as Reihan Film, Golian Tasvir, Tehran Advertising, Moje Noor, Saroosh Iran Novin, and several others. Reza did not have fixed working hours; he worked from early morning until late in the evening. He was kind to both clients and employees. Although he could be strongly agitated at times and raised his voice, overall, he had many friends and knew how to maintain friendships.
He knew well how to utilize young and creative forces in the media for the benefit of brands. In the final year of the company, he managed advertising budgets for winning brands exceeding two trillion tomans. Some of the famous works of Haddad Company include “Pak Yadet Nare,” “Ads of Esnava,” “Del Pazir,” and “Iran Radiator.” Reza was an artist who worked in the advertising and media industry, taking on the management of the contradictions in this business and succeeding.
Let me share two advertising-related anecdotes from my friendship with Reza. In the early days of his career, Tehran Television had recently delegated its advertising to Mr. Ismaili and Mr. Rajabali. Reza was involved in executive tasks. One day, he called me and said, “Babak, let’s go to a meeting with the Public Relations Manager at Pak.” I think it was organized by Zamzam. I went to Jardan with Reza in my blue Renault. We attended the meeting, where Mr. Akbari was at the table, and the discussion about media discounts intensified. We were under a lot of pressure. I remember Reza suddenly leaned in, took out a matchbox, took out a match, and struck it. Right there in the middle of the meeting, he lit the sulfur-tipped match. I was astonished and speechless. Reza put the match in his mouth and used it instead of a toothpick. Then, at that very moment, he said, “Okay, if you don’t want it at this price, forget about advertising on Channel 5.” Although the contract was not finalized that day, Mr. Akbari remains our friend to this day and, of course, a loyal customer.
I’ll translate the provided text into English:
Let me share two advertising-related anecdotes from my friendship with Reza. In the early days of his career, Tehran Television had recently delegated its advertising to Mr. Ismaili and Mr. Rajabali. Reza was involved in executive tasks. One day, he called me and said, “Babak, let’s go to a meeting with the Public Relations Manager at Pak.” I think it was organized by Zamzam. I went to Jardan with Reza in my blue Renault. We attended the meeting, where Mr. Akbari was at the table, and the discussion about media discounts intensified. We were under a lot of pressure. I remember Reza suddenly leaned in, took out a matchbox, took out a match, and struck it. Right there in the middle of the meeting, he lit the sulfur-tipped match. I was astonished and speechless. Reza put the match in his mouth and used it instead of a toothpick. Then, at that very moment, he said, “Okay, if you don’t want it at this price, forget about advertising on Channel 5.” Although the contract was not finalized that day, Mr. Akbari remains our friend to this day and, of course, a loyal customer.
Reza used to disrupt the structure in meetings. Once, when we were at Aftab Network, he said to me, “Babak, what’s a screw?” I said, “Another screw. They tie meat with a meat screw.” He laughed and said, “I thought the same thing, but in advertising, a screw is something else.” I asked, “What?” He said, “I don’t know.” Later, we realized what a “screw” means in advertising! We laughed a lot that day; although nowadays this term is widely used, there was a time when it was a question mark. Good memories of those days. Certainly, Reza Haddad’s place in the media and advertising industry will remain vacant. He was undoubtedly one of the most influential figures in this industry. I pay my respects to my old friend and cherish his memory.