Sheikha Bodour launches MCM Student-Run Agency at American University of Sharjah

Sheikha Bodour Bint Sultan Al Qasimi, President of American University of Sharjah (AUS) and Chairperson of Sharjah Entrepreneurship Center (Sheraa), has officially inaugurated the MCM Student-Run Agency at the university’s campus.
A collaborative venture between AUS, Sheraa, and National Network Communications (NNC), a leading full-service smart agency based in Sharjah, this initiative aims to empower youth by fostering innovation and enabling students to bring their ideas to life. It marks a first in the UAE and the wider region, offering students from the media communication department expert guidance and hands-on experience in advertising, public relations, marketing, and communications. This will equip future professionals with the skills needed to succeed in the workforce.
Speaking at the launch, Sheikha Bodour said, “We are creating an environment for ideas and potential to converge, empowering founders and nurturing the next generation of pioneers. The energy and drive of our students are a continuous inspiration, and I am reminded daily of their vast potential. Through this agency, we are committed to providing the guidance and support necessary to bring their innovative ideas to life. The future is in their hands, and that gives us every reason to be optimistic.”
At the event, Sheraa also highlighted its long-standing partnership with AUS, showcasing collaborative efforts such as the recently concluded DOJO+ programme, an intensive four-week accelerator offering tailored support to top performers in Sheraa’s Startup Dojo initiative.
The MCM Student-Run Agency is designed to integrate academic rigour with practical, hands-on experience. This strategic approach enhances Sharjah’s entrepreneurial ecosystem and contributes to the UAE’s broader economic diversification goals by championing homegrown talent and nurturing a culture of innovation.
Powered by advanced technology at AUS, the professional expertise of NNC, and Sheraa’s extensive entrepreneurial ecosystem, the agency offers a range of services for delivering impactful campaigns to potential clients. Following a rigorous selection process, top-performing students have taken roles across various departments, including editorial, media relations, creative services, social media management, filmmaking, analytics, and growth marketing.
A key highlight of the event was the announcement of the top-performing teams from this year’s Startup Dojo+ programme. The standout startups included ‘Eshara’, an AI-powered Arabic sign language communication platform for the deaf and hard of hearing communities; ‘Embraced’, a local community for neurodivergent adults; ‘NRSAssist’, a healthcare data company with real-time wireless monitoring systems; ‘Cicero’, an AI-powered public speaking chatbot; ‘Awn’, a company specialising in emergency response drones; and ‘OOLADI’, an end-to-end parenting technological solution. These startups will receive funding and fast-track applications to Sheraa’s S3 Incubator, enhancing their prospects for success.
The 2024 edition of Startup Dojo+ featured 28 startups, with 21 from AUS and 7 from the University of Sharjah (UOS), representing over 15 nationalities, with an impressive 50 percent female representation. The programme focused on diverse industries, including AgriTech, EdTech, AI, HealthTech, and Waste Management, offering participants essential skills in business model development, market validation, product design, and financial planning.
Sara Al Nuaimi, Sheraa’s newly appointed CEO, said, “This legacy of innovation and impact continues with each new cohort of entrepreneurs who pass through Sheraa’s programmes. Together, we will continue to foster a community where ideas flourish and the resolve to create a better future remains steadfast.”