Independent earned-led culture agency, Example, has expanded into the Middle East, launching its Dubai office to lead hospitality, beverage, and tourism projects in the region. The expansion follows a period of growth for the agency in Australia.
To lead this new chapter, Example has established a global leadership structure, which sees Co-Founder and Chief Executive Officer, Andy El-Bayeh, relocate to Dubai. He will be leading operations in the Middle East, as well as overseeing global creative and strategic direction, while Co-Founder and Chief Operating Officer, Rebecca Jarvie-Gibbs, will remain based in Australia, driving global operations and continued delivery across markets.
They are joined by Chief Strategy Officer Chris Loukakis, who will anchor Example's strategic product across APAC and the Middle East, and Daniel Goldstein, Head of PR for both regions. Together, they’re backed by a global bench of senior strategists, PR specialists, chefs, drinks and music experts, interior designers and brand builders already working across Example projects.
Andy said: "The Gulf is building the future of hospitality in real time. Our role is to ensure the hotels, venues, brands and products that show up here aren't just impressive on the
surface, but rich in story and deep in soul.
"We want to sit with owners, operators, brand teams and creators to define the true role a brand should play in people’s lives - then translate that into experiences and moments that become the stories people tell afterwards. We’re not here to drop in a Western formula; we're here to build something with the region that feels local, proud and built to last."
Joining Andy in Dubai is Sarah Knowles as Client Relationship Director, a strategic marketing leader with a background spanning agency and client-side roles in luxury spirits and experiential brand building. She had formerly led the global experiential account for The Macallan, and has delivered work for brands including Tommy Hilfiger, Glenfiddich, FIX Chocolatier, and EA Sports.
Example Middle East will feature a locally based team expanding across strategy, PR, social, content, and placemaking. The first wave of hires will focus on research, PR and social, as the agency builds its presence in the region.
The Dubai office will launch with foundation clients including Bacardi-Martini, for which Example will lead Patrón's AMEA and Pacific culture strategy, with the first work driving strategy, concept design and communications for the brand's involvement at Sole DXB. The agency is also leading creative and amplification projects for Blue Coral Concepts, and place strategy, concept and branding for Addmind.
(Pictured: Andy El-Bayeh and Rebecca Jarvie-Gibbs)