How does a powerful ad move from an idea to an impactful message?
MGMT 101 students at the School of Business and Finance – Newgiza University explored this question in an engaging session led by Mr. Ahmed Hany Helmy, Creative Director at Tarek Nour Communications (TNC) and the mind behind the recent National Bank of Egypt (NBE) viral campaign.
The session also featured valuable insights from Mr. Magdy Ayoub (Art Director) and Mr. Youssef Abusetta (Senior Copywriter), who unpacked the creative process behind the campaign, which aimed to raise awareness about protecting clients from fraudulent calls and data requests.
The team was joined by Ms. Alia Sabet (People & Marketing Executive), whose presence added to the collaborative spirit of the event.
Through the analysis of this real campaign, the team demonstrated how each stage of the communication cycle—from sender to feedback—comes to life in advertising that connects meaningfully with diverse audiences.
The session was organized by Dr. Yasmin Rouby, Lecturer of Management, and Ms. Nour Mohamed, Teaching Assistant, as part of the MGMT 101 – Communication Skills course.
A heartfelt thank-you to the Tarek Nour Communications team for inspiring our students and bridging classroom learning with real-world creativity!