By: Sarah Aon & Nour Meshref 

Insights on advertising, personal branding, and creative design were shared at ESLSCA University during Day​​ Two of the Media Talks event on April 7, 2025, aiming to guide year two media students towards real-world success in the media industry. 

During the day, Enas Emam, Khaled Mahfouz, and Nancy Khairat each took the stage to share their professional journeys and industry insights with students. 

The day began with Enas Emam, a media producer with experience in advertising and broadcasting, who introduced students to the core structure of content creation: pre-production, production, and post-production. 

She focused on the importance of preparation, stressing that thoughtful planning is at the heart of any successful campaign. 

“Study well, research well, prepare well, and the execution will turn out good,” Emam said. 

Emam reflected on the transformation of advertising over the years, saying the rise of smartphones has made content creation more accessible than ever. 

“A long time ago, we used to use film tapes and develop them in order to make a quick ad. Now we can make a simple ad in five minutes just by using our phones,” she added. 

Students critiqued advertisements with her while viewing the storyboard beforehand to see the whole process. Her session provided students with a practical framework to approach future projects, with an emphasis on discipline and adaptability. 

Next on stage was Khaled Mahfouz, a 24-year-old, former professional footballer turned presenter and founder of V&CO Management, a marketing and media firm.   

Mahfouz recounted how a silly TikTok video launched his career unexpectedly, leading to a call from Sada El Balad for a presenter role. 

“I want to do something authentic,” Mahfouz recalled. “I got into the studio, and I was the youngest. I was surrounded by much older presenters.” 

Though the show never aired, Mahfouz went on to start his own podcast, “Tesmahly”, which became a platform for open conversations on identity, confidence, and growth. 

His session focused on confidence building, stage presence, and the power of personal branding. 

“I never knew what I wanted to do, but I’m still discovering myself,” he said, encouraging students to take creative risks and stay curious. 

“Personal branding is how people see you,” he added. “Connection is key.” 

His message resonated with students who are still shaping their professional paths. 

“It made me feel okay about not having everything figured out yet,” said Jaida Omran, a second-year media student in ESLSCA. 

To close the day, Nancy Khairat, creative director at Tidma, a digital agency in Stockholm, delivered a compelling session on the value of human creativity in an era increasingly dominated by artificial intelligence. 

She discussed how the human brain processes creativity, emphasizing the distinction between the right and left hemispheres. 

“The right side of our brain is the creative side, the left side is the logical side,” she said. “God created us all creative.” 

Khairat urged students not to underestimate their own imaginative power, stating that while AI is useful, it lacks the originality and emotional depth of real-life experiences. 

“AI is never as creative as real life,” Khairat said. 

She guided students through exercises demonstrating how creative thinking can solve real problems, especially in digital spaces. 

“She made us reflect on what makes us humans more creative than AI,” said Jumana Auf, a second-year media student.  

According to Amira Abdelhamid, assistant professor of communication and acting academic director of the New Media and Communication Department at ESLSCA University, the day’s sessions left a meaningful impression on students. 

As a token of appreciation, Abdelhamid prepared personalized thank-you letters for each guest speaker, acknowledging their contribution to the students’ academic and professional growth. 

“Your speech to our students was incredibly informative and inspiring,” Abdelhamid wrote to guest speaker Khaled Mahfouz.  

“The practical tips and strategies you shared regarding confidence building and personal branding skills will undoubtedly benefit them in their academic and professional pursuits,” she continued. 

As day 2 came to a close, students left with valuable lessons on storytelling, self-expression, and creative innovation, key tools to carry with them as they shape their futures in the media industry.