First student-operated media agency in the area to debut at AUS

The agency's goal is to empower new talent in the communications and media fields.


Dubai: The American University of Sharjah is set to launch the region’s first student-run media agency.

The student-run agency will feature the latest technology and systems, providing a full range of services such as social media management, content creation, market research, and public relations. Selected through a rigorous process, students will take on roles in editorial, media relations, creative, social media, filmmaking, and analytics and growth marketing. They will work together to create impactful campaigns for a varied client base.

The Department of Media Communication at the American University of Sharjah (AUS), the Sharjah Entrepreneurship Center (Sheraa), and National Network Communications (NNC) have collaborated to establish a student-run agency at AUS.

This pioneering initiative will offer university students exceptional real-world experience in advertising, public relations, marketing, and communications.

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Strengthen local talent

The partnership between these institutions and organizations is driven by a common vision to support and empower local entrepreneurial talent while nurturing future leaders in communication. Sheraa, a renowned UAE-based organization dedicated to empowering startups, brings extensive expertise and a diverse network of startups and stakeholders. NNC, a leading smart-communications agency in the region headquartered in Sharjah, will utilize its expertise in digital communications to offer operational support, training, and mentorship to the student-run agency.

Dr Sohail Dahdal, Head of the Department of Media Communication at AUS, said: “We believe that establishing a student-run agency will give our students an unparalleled opportunity to be connected to the industry. Working on real client projects and running their own agency not only ensures that they gain invaluable experience but will also instill the spirit of entrepreneurship in them. Having Sheraa and NNC on-board is the perfect partnership to ensure that students have the proper training and support they need.”

The student-operated agency will boast state-of-the-art technology and systems, providing an extensive range of services such as social media management, content creation, market research, and public relations. Selected students will take on various roles including editorial, media relations, creative design, social media management, filmmaking, analytics, and growth marketing. Working together, they will deliver impactful campaigns for a diverse client base.

A fresh generation of forward-thinking communicators

Speaking on the collaborative project, Najla Al Midfa, CEO of Sheraa, stated: “Through the region’s first student-run agency, we are empowering Sharjah’s home-grown talent and bridging the gap between academia and industry. Sharjah’s long-standing strength in the creative industries is a testament to our rich cultural heritage and dynamic talent pool. By leveraging this strength, we aim to inspire our youth to excel in creative fields, driving progress that will ultimately contribute to a better and more prosperous future for all.”

Influence and transformation

“At NNC, we believe that the future of communication is in the hands of young people who will preserve our history, lead our future, and enhance our position globally. Today, communication is not a mere practice, but a transformative power, which if wielded correctly, generates lasting impact. It creates change and fuels progress by voicing the collective interest of communities. This is where our confidence about communication’s ability to influence and build on world cultures stems from, and this is what our agency has been fostering through world-class communications practices,” he added.

This collaborative venture has the potential to make considerable impact within the industry, offering AUS students a unique opportunity to bridge the gap between academia and the professional world. With the backing of AUS, Sheraa, and NNC, the student-run agency is poised to become a foundation for excellence, redefining the future of communications in the UAE and the region.

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