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When Hany Ezzat enrolled in the School of Business Administration he didn’t even know advertising could be a profession. Here he shares the story of how his time at AUD paved the way for a career in planning and a sideline in hypnotherapy.
Today, Hany Ezzat is an accomplished media planner whose portfolio has included work on some of the most recognized brands in the world for the likes of JWT, TBWA and Y&R.
It’s a résumé that makes it hard to believe that, when he enrolled at AUD, he didn’t even know advertising could be a profession.
I was somewhere between ‘terrorized’ and ‘seduced’ to join the School of Business Administration by Dr. Lance de Masi, who back then was a Professor of Marketing Communications,” Hany recalls.
One of my electives happened to be Advertising 241. I had never heard of a course, let alone a profession, called advertising. At first, I dreaded the course; the material was foreign and Dr. de Masi was a different kind of professor. I recall getting my first D grade ever on my mid-term. But while I saw failure, he saw potential.
He saw something in me beyond the grade, and I majored in advertising,” he adds. As they say, the rest is history. Hany completed 95% of his credit hours in 1999 and embarked on his industry career, returning to complete the remaining modules in 2008. He majored in Business Administration and earned a BBA in Marketing and an IAA Certificate in Advertising.
One course led to another; advertising became an addiction and a passion. While the courses created a desire for knowledge, Dr. de Masi inspired and sparked the creative side of me. He awakened a passion towards the creative process, building brands and becoming an ideas man. It was only during my advanced advertising course that I knew I wanted to become a strategic planner,” he shares.
Hany’s career began as an account executive at J. Walter Thompson (JWT) in 1999, with specific focus on Unilever. After the establishment of JWT’s planning department, he was assigned responsibility for HSBC, HSBC Amanah, Sahara Mall, Abu Dhabi University and new business pitches.

Then his professional mentor and closest ally left the company. He says of that time: “All I remember was raw fear and merciless anxiety. A junior planner in an established agency dealing with demanding clients and a line up of experienced business account directors equaled fear!
However that fear soon became a motivator and, through hard – and relentless – work he began to reap the rewards of his effort.

The next step took Hany to TBWA where he handled Nissan, Infiniti and Deira City Center. He was then headhunted to lead a new planning division at Team Y&R, dedicated to the planning needs of Mashreq Bank and Burjuman.
Craving a professional life beyond the confines of office hours, in 2010 he became a planning consultant and has been working with Face To Face as a regional planning director and part-time consultant for the last five years on accounts such as Aujan, IFFCO Foods, Aldar Retail and Abu Dhabi Airports.
In re-structuring his time, Hany has been afforded the opportunity to pursue other interests, such as writing and a course in hypnotherapy; he gained a Clinical Hypnotherapist certificate from the California Institute of Hypnosis in January 2012, something he says has enhanced his professional skill set.
When it comes to applying this wisdom to my career; hypnotherapy constantly helps me to understand myself better. It also makes me more intuitive and as my job is related to consumer psychology and behavior, I find myself more in tune with human truths and quicker to identify consumer opportunities certain brands can truthfully leverage,” he explains.
For now, Hany is focused on building his consultancy business and expanding his current portfolio of clients and agencies, as well as completing his first book.
He concludes: “A university experience is meant to equip one with the tools to be successful in the workplace and build a fulfilling career. Success is about potential, talent, drive, passion and most importantly doing something you enjoy.”