DUBAI: Regional advertising group Middle East Communications Network is launching the MCN BIG Student Academy, which will run from Oct. 19-20 at the Athar Festival.
The name, BIG Student Academy, draws from the acronym BIG, which stands for Bravery, Integrity and Generosity; core values of the initiative.
Held in collaboration with Al-Futtaim — Build Your Dreams KSA, the academy will feature 20 students pre-selected by Athar.
Participants will work on a live brief developed by Al-Futtaim BYD, with senior leaders from both companies mentoring them on solving business challenges and building brand relevance.
The program will also feature sessions on topics such as entrepreneurship, creativity and personal branding.
The initiative is designed “to guide and inspire the future leaders of our industry who will be responsible for spearheading creativity and innovation,” said Ghassan Harfouche, group CEO of MCN MENAT & President of McCann Worldgroup APAC.
“The new partnership is geared at supporting the Saudi Vision 2030, which prioritizes youth empowerment and creative industry expansion,” he told Arab News.
MCN’s initiative at this year’s festival follows last year’s Student Creative Academy, reinforcing the group’s commitment to nurturing young creatives in the Kingdom.
During this year’s event, MCN will also host a series of panel discussions at the festival, featuring experts and C-suite leaders who will explore topics such as travel and tourism; diversity, equity and inclusion; health and wellness; and creativity and culture.
In addition to the MCN BIG Student Academy, Athar Festival will host two other academies: WPP’S Student Ta’atheer Academy and the NextGen Marketing & Creative Academy in partnership with the Saudi Tourism Authority.
