BPG Group has revealed the candidates selected for the 2024 BPG NXT graduate training programme, which aims to bridge the skills gap within the regional MarCom industry.
The programme provides structured and comprehensive training to support the industry with trained professionals while addressing the challenges caused by the significant horizontal movement of talent within the region.
Each year, BPG receives between 500 and 1,000 applications which are then meticulously screened, with short-listed candidates undergoing a series of tests and multiple rounds of interviews. Only a handful are chosen to become BPG NXTers.
“We believe in selecting only the best and brightest,” said Avi Bhojani, Group CEO, BPG. “Our rigorous selection process ensures that we bring in individuals who are truly passionate and capable. To date, thousands have applied but only 125 young graduates have been successful over the past 18 years.”
Hands-on, paid mentorship
As an integrated agency, BPG offers diverse experiences across various communications disciplines. Trainees gain hands-on experience in advertising, public relations, customer experience, social media, and media — all under one roof.
One of the features of the programme is that it is a paid internship. BPG ensures they receive competitive compensation from day one, eliminating the need for young graduates to rely on any financial support.
The programme also requires candidates to actively contribute to projects, including working on assignments based on active client briefs. This gives trainees a taste of real-world challenges. Exceptional ideas generated during these assignments are often shared with clients, providing trainees with the chance to make a direct impact on ongoing projects.
This exposure aims to ensure that graduates develop a well-rounded skill set, with mentorship by BPG’s senior management team. Once they complete the programme, a majority of the graduate trainees are embraced into the organisation as permanent BPG employees, with 8 NXTer alumni from previous batches currently working with BPG.
BPG NXT 2024 cohort
The selected candidates for BPG NXT 2024 include:
Rowayna Najjar, Creative Copywriter, KSA
Rowayna Najjar is a recent graduate from Saudi Arabia with a degree in Linguistics and Translation. Her love for languages and communication has fueled her passion for copywriting and content creation, crafting narratives that captivate audiences.
Sharing her excitement about her recent achievement, Rowayna said, “I am honoured to represent the first cohort from Saudi Arabia in the BPG NXT programme. It’s a thrilling opportunity to contribute to the development of Saudi female talent and gain access to the dynamic marcom industry.”
Eager to enhance her writing skills and expand her professional network, Rowayna sees this opportunity as a crucial step toward building a successful career in advertising.
Zara D’Souza, Content Creator, UAE
Meet Zara is a social media enthusiast, content creator, and foodie with a first-class degree in Advertising from Middlesex University. Attracted to the BPG NXT programme for its comprehensive approach and innovative culture, Zara is excited to learn and grow in her field.
“BPG Group offers the perfect environment to hone my skills,” she said. With aspirations to excel in social media and digital marketing, Zara believes the hands-on experience and industry insights gained from the programme will pave the way for a successful career in advertising and social media management.
Mayank Mathur, Program Executive
Meet Mayank is a recent Master of Global Business graduate from SP Jain, with a second master’s from the University of Sydney. Having worked and studied across five countries and three continents, he considers himself a global citizen. Mayank is passionate about brands and their stories, often bringing a touch of theatrics to his work thanks to his background in performing arts. A car enthusiast and sports lover, he particularly enjoys F1, squash, football, and cricket.
Drawn to the BPG NXT programme for its unique opportunity to learn and work alongside marketing and communication leaders.
Mayank said, “The brand portfolio BPG possesses excites me, as I’m eager to join a team responsible for such incredible storytelling.”
Aspiring to rise through the ranks in the industry, he believes BPG NXT will help him create memorable campaigns that shape the future of marketing and communication.
Shaheen Omran, Communications Associate, Kuwait
Shaheen Omran was born in Syria and raised in Kuwait, who earned his degree in Business Management from the University of South Florida. A sports enthusiast, Shaheen loves football, basketball, tennis, and Formula 1. He enjoys traveling and has a passion for learning new languages and experiencing diverse cultures.
Talking about his recent selection for the BPG NXT programme, Shaheen said, “I am mostly excited about learning about all the different elements that make BPG as successful as it is and having insights into every department and their role at this company, while collaborating with other BPG NXT talents.”
He views this programme as a key step towards becoming one of the best in his field, aiming to help his company and teammates succeed by mastering the business elements he’s passionate about improving every day.
Rayana El Masri, Comms & Content Executive, UAE
Rayana El Masri is a dynamic producer and marketing strategist with nearly four years of experience leading successful marketing campaigns and production projects. A graduate in Digital Production and Storytelling from the American University of Dubai, Rayana is skilled in AV production, content creation, and digital marketing.
Rayana said, “I am thrilled to join an integrated agency like BPG to fast-track my career in marcoms and develop my skills further.”
She looks forward to using this opportunity to excel in her career and help her team succeed by mastering the ins and outs of the marketing and communications industry.
To further enrich this year’s NXT programme, a select group of existing BPG Group employees will also be joining the cohort. These include:
- Sonia Majumder, Group Marcoms Manager, and Abigail Picardo, Program Executive in BPG Dubai.
- Mark Rahme, Communications Associate, and Noura Al Sabouni, Junior Communications Associate in BPG Kuwait.
- Maidaa Mathkour, Junior Content Executive, and Casey Williams, CX Executive, in BPG Arabia.
Evolution of the training programme
Launched in 2006, the BPG NXT programme offers young graduates a unique opportunity to break into a competitive market and fast-track their careers.
Past participants have praised this approach: Diana Al Laham, an alumnus of the programme, said she had the opportunity to train across various departments, learning the roles and functions of each one under the guidance of senior mentors. This exposure ultimately helped her discover her passion for advertising.
Marasha Fernandes, Copywriter at BPG Kuwait and a 2021 programme alumnus, reflects that the hands-on experience she gained allowed her to work with different teams and excel in multiple areas. The skills and experience prepared her to lead and contribute to business pitches and presentations for real clients.
The NXT programme is continuously evolving to keep up with advancements in the MarCom industry. The aim is to make the programme as engaging, relevant, and ultimately as enjoyable as possible.
“We adapt our curriculum to stay ahead of industry trends, ensuring our trainees are well-prepared for the future,” adds Darius LaBelle, President of BPG Dubai.
In line with their commitment to evolving and expanding the programme, BPG is thrilled to announce the launch of BPG NXT in Saudi Arabia for the first time this year to put forward opportunities for Saudi graduates eager to kick-start their careers in the industry.
“This expansion reflects our dedication to nurturing local talent and contributing to the growth of the MarCom sector in the KSA,” said Valli Lakshmanan, President of BPG Arabia.
“Our young talents bring an exciting caliber of creativity and innovation to BPG,” said Souheil Arabi, CEO of BPG Kuwait. “It’s incredibly rewarding to watch them grow and prosper, not just within BPG, but across the entire industry.”
By fostering young talent through the BPG NXT programme, BPG aims to build a stronger, more innovative future for the MarCom industry in the GCC.
“This is BPG’s way of giving back to the industry,” BPG Group CEO Avi Bhojani concluded.
