Dubai Media Council Trains Executives in Madrid on Creativity & AI Innovation

The Dubai Media Council (DMC), in collaboration with Dubai Government entities, successfully concluded a specialised global executive training programme in Madrid, Spain, designed to strengthen leadership capabilities in the media sector.

Held in partnership with Universidad Francisco de Vitoria, one of Europe’s leading universities, the programme titled “Creativity and Innovation for Media Executives” gathered senior media decision-makers from multiple Dubai government organisations. The initiative included executive masterclasses, applied workshops, and industry engagement, delivered by experts from Mediawan, Adobe, PRISA Media, Freepik, Webedia, LLYC, Prodigioso Volcán, Toulouse Business School, and Secuoya Studios-Netflix.

The programme focused on digital transformation, data intelligence, and strategic AI deployment across media and creative sectors. Participants explored the forces reshaping global media, including rapid technology advancement, evolving audience behaviour, and the role of generative AI in content creation. The training empowered Dubai’s media leaders to not only respond to disruption but to shape it, ensuring editorial integrity, authenticity, and brand identity remain intact.

Hesham Al Olama, CEO of the Media Development Sector at DMC, emphasised the importance of developing media leaders who can navigate emerging technologies, changing content models, and shifting global audience expectations. He highlighted that exposure to international media and production environments enables Dubai’s executives to understand how global content is created, scaled, and delivered.

Ayesha bin Kalli, Head of Talent Development at DMC, added that the council is committed to nurturing leaders who think strategically and creatively across borders and platforms, positioning Dubai as a globally influential media hub.

José Francisco Zegers, Director of FOCO Continuing Education School at Universidad Francisco de Vitoria, praised the collaboration, stating that the programme bridges academic knowledge with industry practice and provides international exchange opportunities for media executives.

As part of the programme, participants also visited Netflix’s largest European studios and LLYC, gaining hands-on insight into filmmaking, marketing, and corporate affairs in the global media landscape.

This initiative reflects DMC’s vision of fostering innovation-driven talent and preparing a future-ready media ecosystem aligned with Dubai’s long-term strategic goals.