PR Agency

Emirates Man

by Camille Macawili
15 seconds ago

This week, Emirates Man speaks to Hady Chamseddine, founder of Hack The Agency. Prior to establishing the agency in September 2024, Hady, with a background in Petroleum Engineering, started off working in the field for a year before eventually making the shift into PR and marketing, where he amassed an impressive experience managing communications for global brands such as Rimowa and Louboutin as well as overseeing social media, content creation and influencer marketing for luxury hospitality brands.
Welcome to the Emirates Man weekly series ‘How I got my job as…’ where we speak to incredible entrepreneurs, and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
Here, the Hack The Agency founder shares with Emirates Man his early journey in the field, how he pivoted his career, the challenges and achievements of launching a business, his future business goals for 2025, and everything in between.

What was your favourite subject at school?

I’ve always been drawn to Chemistry. I found the subject stimulating and fascinating. Looking back, the one thing I took away from those courses is how to build chemistry, but not the kind you study in class. In my career, it’s all about building chemistry between brands, teams, and audiences.

What was your first job?

My first job was with BB Energy, where I worked on a nation-wide project to introduce natural gas-based power generation in Lebanon. I joined a contracted consulting firm to help define the specifications for the floating storage unit that would be moored offshore. It was a solid introduction to working on large-scale projects and learning the ropes of professional collaboration.

What eventually brought you to Dubai?

I studied in the UK, where I spent five years earning my bachelor’s and master’s degrees in Petroleum Engineering. After graduating, I knew that Dubai was the city where I would feel most at home—its culture and energy were the closest to my roots. Add to that the fact that Dubai is now a global benchmark for media and innovation, a land of opportunities, and I felt it was the perfect place to pursue my passions.

What inspired you to enter the communications and digital marketing space and launch Hack The Agency?

I’ve always had a passion for the media industry, and at 18, I was already freelancing for a rising Lebanese singer, managing her brand identity, social media, PR, and events. Over time, I realized that marketing was my true calling. However, growing up in an Arab family, I was encouraged to follow more traditional career paths—engineering, law, or medicine. I do not regret studying engineering, I’m actually very proud of it, as the skills I developed have shaped my strategic thinking today. Hack The Agency, which I launched in September 2024, brings together my experience in digital marketing and my passion for communications.

As a founder, what are the key elements of your role?

As the founder, I wear many hats, but the key elements of my role revolve around strategy, team leadership, and client relationships. I also focus on business development, creative direction, influencer management, and ensuring that the agency consistently delivers impactful results for our clients.

Talk us through your daily routine.

I truly believe that how you start your day sets the tone for everything that follows. That’s why I make sure to kick off every morning with a positive mindset, telling myself, “Today’s going to be a good day.” For those who know me well, they’ll tell you that I carve out a full hour every morning just for myself. I spend that time playing my favourite songs and dancing around (yes, really!). It’s my little ritual to get energised and in a positive mindset.

After that, I make sure to do some cardio and a quick swim before jumping into work. By 9:30 AM, I’m with the team, reviewing the day’s plan, aligning tasks, and ensuring everything is on track. Then, I dive into client updates, checking on progress and making sure everything is moving smoothly. The rest of my day revolves around business development, working on creative mood boards, and spending the majority of my time communicating with clients and talents to keep things moving forward. After 6PM, If I’m not attending a social event, it’s all about self-care — simply doing things that make me feel good. It’s important to stay balanced, as taking care of myself helps me bring my best to work every day.

What advice do you have for anyone looking to follow in the same footsteps?

My advice is simple: Follow your passion, but be patient. The journey is never a straight line, and you’ll encounter many challenges, but that’s where the growth happens. Learn as much as you can from every experience, and don’t be afraid to take risks. Most importantly, build strong relationships with the people you work with—your team, clients, and collaborators. They are the foundation of your success.

Tell us more about the services offered at Hack The Agency.

At Hack The Agency, we offer a full suite of services that are essential for today’s digital landscape. Our main services include social media management, content creation, online communications, and influencer marketing. We provide end-to-end digital strategies designed to help brands reach and engage their audiences in meaningful ways, with a particular focus on influencer collaborations. Our goal is to make sure that all elements of a brand’s digital presence work together seamlessly to achieve maximum impact. One of my core values is ensuring that our clients feel like we are an extended part of their team. I want our team to become the client’s brand, never the other way around. It’s about building that connection and working collaboratively to help the brand grow and succeed without limiting ourselves to the scope of work contracted.

What is the best piece of advice you ever received?

The best advice I’ve ever received was, “Do what you love.” Now, I truly believe that success comes when you’re passionate about what you do. Looking back at my time as a petroleum engineer, I dreaded waking up in the morning. Fast forward to today, and I go to bed excited for the next day, eager to dive into work because I love what I do.  It’s a powerful reminder that when you align your passion with your career, the journey becomes just as fulfilling as the destination.

And what is the worst?

The worst advice I ever received was, “Stick to what you know.” While it’s important to hone your expertise, I believe in stepping out of your comfort zone and embracing new challenges. Growth happens when you take risks and try new things.

What has been the biggest challenge as a founder you had to overcome in setting up this new venture?

The biggest challenge has been balancing the transition from a corporate career to entrepreneurship. It’s a huge shift in mindset and responsibility. As a founder, you are not only thinking about the big picture but also involved in every little detail. The pressure is real, but it’s also incredibly rewarding. Learning to manage multiple roles while building the agency’s foundation is tough. I’m embracing it as part of the process.

What are your goals for the future?

By 2025, I envision expanding our client portfolio. My focus will always be on ensuring that I remain closely involved in each client’s day-to-day activities. My goal as a founder is to stay niche with a limited number of clients. Making sure each one receives the time, attention, and tailored strategies they deserve. I want Hack The Agency to be known for its hands-on approach, where every client is “hacked” daily with personalised service, ensuring our strategies’ success in such a competitive market.
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