Marking a first in the UAE and the broader region, and in the efforts to bolster talent within the communications and media industries, the Department of Media Communication at American University of Sharjah (AUS), Sharjah Entrepreneurship Center (Sheraa), and National Network Communications (NNC) have joined forces to develop a student-run agency located within AUS. This pioneering initiative will provide university students with exceptional real-world experience in the fields of advertising, public relations, marketing, and communications..
The partnership among these esteemed institutions and organizations is founded on a mutual vision to drive and support local entrepreneurial talent while nurturing the future generation of communication pioneers. Sheraa, a prominent entity in the UAE dedicated to empowering startups at all stages, offers extensive expertise and a diverse network of startups and stakeholders. NNC, a leading smart-communications agency in the region with its headquarters in Sharjah, will utilize its specialized skills in the digital communications realm to offer operational assistance, training, and mentorship to the student-operated agency.
Dr. Sohail Dahdal, the Head of the Department of Media Communication at AUS, expressed, “We are convinced that establishing a student-operated agency will offer our students an unparalleled opportunity to connect with the industry. Engaging in real client projects and managing their own agency not only guarantees invaluable experience but also fosters an entrepreneurial mindset within them. Having Sheraa and NNC on board represents the ideal partnership to ensure that students receive the necessary training and support. We take great pride in spearheading digital media education, and this innovative initiative marks a positive stride that will equip our students with a competitive edge.”
The student-operated agency will be outfitted with cutting-edge technology and systems, providing a comprehensive range of services such as social media management, content creation, market research, public relations, and beyond. Selected students will undertake various roles in editorial, media relations, creative design, social media management, filmmaking, as well as analytics and growth marketing through a rigorous selection process. They will work collaboratively to execute impactful campaigns for a diverse clientele.
A new wave of visionary communicators
Najla Al Midfa, CEO of Sheraa, commented on the collaborative project, stating, “Through the inaugural student-operated agency in the region, we are empowering Sharjah’s local talent and bridging the divide between academia and industry. Sharjah’s enduring prowess in the creative sectors underscores our vibrant cultural heritage and diverse talent pool. By harnessing this strength, our aim is to inspire the younger generation to excel in creative endeavors, fostering progress that will contribute to a brighter and more prosperous future for all. We are dedicated to providing today’s youth with the necessary skills to succeed in the workforce, while offering a platform for them to showcase their creativity and make a positive impact.”
The transformative power of impact and change
Yousef Al Taweel, Founder and CEO of NNC, remarked, “Our collaboration with the American University of Sharjah and the Sharjah Entrepreneurship Center (Sheraa) will pioneer the first communications agency of its kind in the Arab world, aimed at equipping youth with skills that are crucial for shaping both our present and future, as we have learned from our own experience.”
“At NNC, we firmly believe that the future of communication rests in the hands of young individuals who will not only preserve our history but also lead us into the future and enhance our global standing. Today, communication is more than just a practice; it’s a transformative force that, when wielded effectively, can create lasting impact. It drives change and fosters progress by amplifying the collective voice of communities. Our confidence in communication’s ability to influence and enrich world cultures is rooted in this understanding, and it’s what our agency continuously promotes through top-notch communication practices,” he elaborated.
This collaborative initiative holds immense potential to make a significant impact within the industry, providing AUS students with a distinctive opportunity to bridge the gap between academic learning and professional application. With the support of AUS, Sheraa, and NNC, the student-operated agency is poised to set a standard for excellence, reshaping the landscape of communications in the UAE and the wider region.
