I often think back to the moment I realized something needed to change. After years of working with some of the most reputable agencies, I found myself asking whether we were truly creating or just producing. That was the turning point, the moment I knew Red Square had to be built differently. Not as a machine delivering services, but as a living ecosystem of ideas, agility, and passion.

My story began in Applied Arts, majoring in advertising. Those early years shaped me, but they also revealed the gaps in our industry. Creativity too often felt like a transaction. I wanted more than that. I wanted partnerships built on trust, respect, and shared vision. The real lesson came when I understood that success is not about working harder; it’s about working smarter. To build a true creative powerhouse, we needed to merge the efficiency of a corporate mindset with the passion of an agency’s soul.

From the very beginning, I made what seemed like an unusual choice: embedding an ERP system into our DNA. To some, it looked like a corporate move. To me, it was the “mind” that would empower our “soul.” It gave us agility, transparency, and the ability to trust both our experienced leaders and our Gen Z creatives. With everything tracked and aligned, the younger generation could experiment boldly, knowing there was always structure to keep us on course.

This decision gave us an edge. It meant we could stay ready for tomorrow. I believe the way we work will be reshaped entirely by AI and continuous development. Our system gave us the data and foundation to adapt quickly and stay at the forefront of change. That’s why a team like ours can handle massive projects for multinational clients across the region, even Europe. Because it’s not about the size of the team. It’s about having smart people with good hearts who are willing to give their all.

The name Red Square carries this philosophy. Red is energy, the passion and fuel of our industry. A Square is the place of action. Together, they symbolize where energy and action collide. But no vision is possible without people. My team is my most precious asset. They carry our energy, they take action, and they value the respect we have for each other, our clients, and the craft.

Our journey hasn’t been easy. We’ve faced economic crises, political instability, and even a global pandemic. But we’ve never lost hope, and we’ve never compromised our values.

 One of my proudest milestones is our CSR project, El Ozouma. Last year marked 10 years of bringing goodness to our community every Ramadan.  What started as a simple idea has grown into a movement, impacting thousands of families across Egypt. Every year, we’ve supported those most in need with food, supplies,
and hope, using the same creativity and professionalism that drive our client campaigns.

For me personally, El Ozouma is more than a project, it’s a reminder that our work carries meaning beyond business. It shapes who we are as people, keeps us grounded, and strengthens our purpose as a team. At work, it has taught us discipline, empathy, and the power of using our expertise for good. I still remember the early days, visiting neighborhoods where families had little to depend on but faith and community. To witness their gratitude, to see children smiling with dignity during Ramadan, and to know that our agency played a small part in that, it affected me profoundly. It reminded me that advertising isn’t just about visibility; it can be a force for humanity. This project is a golden moment in our journey, and it remains one of the truest reflections of our values.

 There are lessons I wish I had learned earlier. Patience, for one, understanding that everything comes in its right time, and that success is ultimately God’s will. Another is balance. Chasing a dream is beautiful, but it requires constant effort to balance work with family. That challenge never ends, but it’s a challenge I embrace. These days, I remind myself to enjoy the journey more than the results.

Looking back, there are a few lessons I carry with me always. Don’t wait for perfect data, launch and learn. Hire people for curiosity and good hearts, not just credentials. Remember that one failure can teach more than ten successes, if you’re willing to reflect. And above all, be patient. Everything comes at the right time.

Building this agency has been a journey of passion, resilience, and growth. I’m deeply proud of what we’ve achieved together, from shaping campaigns that left their mark across the region to expanding our reach into Europe. None of this would have been possible without the people who stood by me along the way. To my team, partners, and everyone who believed in the vision: thank you.

At Red Square, we’ve learned that the most powerful ideas don’t come from resources alone, but from people with courage, creativity, and heart.
Looking ahead, our next chapter will be about pushing boundaries further, not just in Egypt, but across the world. We are ready to adapt, to grow, and to embrace the challenges and opportunities that lie ahead. Our journey has only just begun, and the best is still to come.