The names of Rick Boyko, Clive Challis, Michael Conrad and Donald Gunn may not ring a bell to many people, but they are celebrities to communication students and professionals in the advertising world.
A recent American University of Sharjah (AUS) graduate, Anisa Farouk Awwad, got the opportunity of a lifetime when she was able to meet these great figures in advertising at the Cannes Lions International Advertising Festival in France.
The festival is the world's biggest celebration of creativity in communications and is also a global meeting place for advertisers, advertising and communication professionals.
Anisa was selected to represent UAE at the Roger Hatchuel Academy, and the 21-year-old Palestinian spent a week in the south of France learning all there is to the art of advertising.
About the academy
The academy, which runs for the duration of the festival, hosts a select group of international students where they get to see the best advertisements from across the globe and learn from industry leaders, to help them become the next leading advertising professionals.
Anisa said the trip was a life-changing experience, and she now hoped to be part of the "advertising force".
"At the age of 21, being able to meet people from diverse cultures and meet big names in the advertising industry was a truly amazing opportunity for me", Anisa said.
"I felt at home at the festival because I was with people who share my interest and passion for advertising".
Advertising trends
Anisa said at the academy she attended master classes that taught her about the advertising industry and the latest trends affecting it.
They also studied the emergence of social media as powerful communication tools and about storytelling and its significance in advertising.
She also attended seminars run by the Facebook creator Mark Zuckerberg, and the executive vice president of the Coca-Cola Company.
She also had the opportunity to tour the city of Cannes and attend award ceremonies at the festival.
Educational experience
Anisa said her experience was a great learning experience.
"I learnt more stuff about advertising during the festival than I did in university", Anisa said.
"The things they taught there were more real and more recent and I got to meet the people who made a difference in the advertising industry."
Anisa said that at first she was afraid that the people at the academy would be judgmental about her. But they weren't and instead asked her to tell them about the UAE.
"For half an hour I stood there explaining to them what's happening in the Middle East, discussing about the Arabic language and UAE.
"I actually had to draw a map of the UAE and explain to them about the different emirates."
Regional advertising
As a result of the master classes and seminars she attended at the academy, Anisa now wants to develop the advertising industry further in the Middle East.
"I want to utilise the tools I learnt and elevate the status of advertising in the Arab world and make it more respected and foster its development here," Anisa said.
Advertising was underestimated in the UAE but in other countries it was a very respectable profession, she said.
To be accepted into the academy, universities around the world were asked to nominate one advertising, communications or marketing student.
Festival representatives of the festival in each country select a student to represent their nation.
Motivate Val Morgan was the UAE festival representative.
Anisa was nominated by her professor at the American University of Sharjah.
