Dubai- 11th of June 2015: The Middle East Communication Network (MCN), one of the region’s leading advertising and marketing communications agency networks, has announced the completion of its first 10-month long ‘Transformers Leadership Program’ in Dubai. Developed in association with the Berlin School of Creative Leadership, the unique program – a first-ever in the region for the media and advertising industry – is a testament to MCN’s commitment to developing best-in-breed talent for its future leadership within its multi-agency, multi-location footprint across the Middle East and North Africa.

  • First leadership training program of this size and scale to target media and advertising industry in the region
  • 50 key performers from 11 MCN agencies across the region selected to participate in 10-month long leadership program
  • Final assignments judged by expert panel including Lance de Masi, President of AUD and former IAA President
  • Program based on Executive MBA program to allow graduates to transfer credits to other academic programs at leading universities globally

50 key performers and key potentials were selected and nominated to undertake the program from 11 MCN agencies to participate in a 10-month academically focused curriculum that provided a formal training structure built around the key strategic pillars of creativity and strategic leadership.

Following the successful conclusion of the program this week, Ghassan Harfouche, Group CEO of MCN, said: “I am delighted to announce the hugely successful completion of the Transformers program at MCN. It is a unique academic collaboration in the region and is testament to our belief in the future of our young talent. Education and continued learning are essential for us all in our industry, and this program facilitates and enhances creativity and innovative thinking in our key people, helping to transform them into leaders of the future.

“At MCN, we are constantly striving to improve our human capital base, and this investment in our most promising young leaders now will ensure that our clients and employees are in the best of hands today and tomorrow.” Harfouche added.


The program has been organized and worked out by Ricarda Ruecker, Consultant for Leadership and Organizational Development at MCN and developed closely in conjunction with the Berlin School of Creative Leadership.

The program consisted of five key modules: 1) Leading yourself and others (Self-awareness and EI), 2) Change management, 3) Finance, 4) Strategy and Value proposition, and 5) Creativity and Innovation. Each participant received an accredited certification based on exams, assignments, participation in the modules and as a highlight – the final presentation of an assignment which brought all the elements of the modules together based on a real business challenge presented to a jury which included Lance de Masi (President of AUD and former IAA President), alongside MCN CEO Ghassan Harfouche and two tutors from the Berlin School of Creative Leadership.


Jamshid Alamuti, Managing Director of the Berlin School of Creative Leadership said “While the Berlin School Executive MBA focuses on broad personal development and inspiration of Creative Leaders, the ‘MCN Transformers’ program was specially intended to equip participants for the rapidly changing client and market demands they are facing. I have to admit the MCN participants have demonstrated huge enthusiasm and a unique level of commitment to the usage of provided tools, academic elements and the collaborative networking required across agencies.”

The program was developed together with a panel of academics from the Berlin School of Creative Leadership, focusing on both academic and practical leadership learning methodologies including; using the latest techniques and tools, practicing with case studies, role plays and simulations, and homework and coaching. The program results in a formal academic certification from the Berlin School of Creative Leadership and Steinbeis University Berlin. The program has been developed along the lines of an Executive MBA program which will allow graduates to transfer credits to other onward learning academic programs at leading universities globally.

The program was inaugurated on September 2, 2014, in Dubai, and was completed with the final presentations in front of a jury, followed by a graduation ceremony and dinner on June 8th, 2015.