Leading creative agency partners with Suliman S. Olayan School of Business to prepare students for the evolving communications landscape
- The third edition of Red Academy brings industry expertise to university students through specialized workshops focused on copywriting, data-driven customer experiences, and the attention economy
Beirut, Lebanon, April 17, 2025: Memac Ogilvy, the leading creative agency in the Middle East and North Africa (MENA) region, successfully concluded the third edition of its Red Academy program at the American University of Beirut (AUB), bringing together 80 students from the Suliman S. Olayan School of Business (OSB) for hands-on training with top industry leaders.
Building on the success of previous programs, this year’s initiative featured a series of three in-depth workshops led by Memac Ogilvy’s industry experts, culminating in a final presentation day judged by a professional panel. The program, which ran from April 7-16, engaged participants in progressively challenging assignments designed to bridge classroom theory with real-world application.
Over three intensive sessions, participants explored critical aspects of modern communications, including “The Power of Copy,” “Using Data and Creativity to Deliver Impactful Customer Experiences,” and “The Rise of the Attention Economy & the Value of Impact.” Each session provided participants with practical knowledge and hands-on experience to prepare them for careers in the rapidly evolving communications landscape.
The program featured experts from Memac Ogilvy, including Christian Safi, Creative Director for Lebanon/KSA; Hazem El Zayat, Chief Experience Officer for MENA; and Mario Morbi, Chief Strategy Officer for MENA, who shared their expertise and guided students through real-world communications challenges.
Commenting on the successful partnership, Samer Abboud, Memac Ogilvy’s Regional Chief Growth Officer for MENA, said: “Our communications industry continues to be a vital pillar in Lebanon’s economy, driving innovation, job creation, and international recognition for Lebanese talent. Through the Red Academy, we’re bridging the critical gap between academic theory and professional practice, equipping students with practical skills for today’s digital landscape. Our commitment is to develop talent who can navigate complex business challenges and drive growth. Despite regional challenges, we remain invested in preparing these future marketing leaders who will strengthen Lebanon’s position in the global communications arena.”
Echoing a similar sentiment, Dr. Yusuf Sidani, Dean of the Suliman S. Olayan School of Business, stated: “This has been an engaging and valuable initiative—one that many OSB students have actively taken part in over the past two years. The fact that The Red Academy is returning for a third edition is a strong testament to the impact it’s had and the value it continues to bring to our students. By blending creative insight with real-world application, this partnership offers a unique learning experience that aligns well with our mission to transform business thinking and prepare future leaders.”
Following the final presentations on April 16, top-performing students were awarded internships with Memac Ogilvy’s Advertising, Public Relations, and Social Media departments, providing them with further opportunities to develop their professional skills.
The Red Academy program continues to reflect Memac Ogilvy and AUB’s shared vision of fostering talent development and preparing students for successful careers in an increasingly competitive and dynamic industry.
About Memac Ogilvy
Memac was born in 1984 when Edmond (Eddie) Moutran founded the company in Bahrain and it became a part of the Ogilvy network in 1998.
Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across more than 120 offices in 83 countries, including 12 offices across the Middle East and North Africa. The company creates experiences, design and communications that shape every aspect of a brands needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships.
Ogilvy is a WPP company (NASDAQ: WWPGY). For more information, visit http://www.memacogilvy.com/ or http://www.ogilvy.com/ , or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.