Example, the Australia-founded agency known for its work across earned strategy, storytelling, placemaking, and PR, has officially entered the Middle East market with the launch of its Dubai office. This expansion positions the agency at the centre of a region experiencing rapid growth in hospitality, tourism and culture-led development.
Founded in 2017 by Co-Founder & CEO Andy El-Bayeh and Co-Founder & COO Rebecca Jarvie-Gibbs, Example has built a reputation for creating hospitality and culture-driven concepts throughout APAC. Its move into Dubai reflects the agency’s strategic commitment to markets undergoing sustained investment and large-scale development through 2030.
El-Bayeh has now relocated to Dubai to lead Middle East operations while continuing to guide global creative and strategic direction. Jarvie-Gibbs will remain in Australia, overseeing operations across regions. They are supported by Chief Strategy Officer Chris Loukakis and Head of PR Daniel Goldstein, who will collaborate across both markets to maintain integrated strategy and communications delivery.
To support its initial client base, Example has appointed Sarah Knowles as Client Relationship Director. Knowles brings deep experience in luxury spirits and experiential marketing, having worked with brands including The Macallan, Burberry, Glenfiddich, FIX Chocolatier and EA Sports. The agency plans to scale its on-ground team across strategy, PR, social, content and placemaking as part of its regional build-out.
The Dubai office launches with cornerstone clients already onboard. Example is leading Patrón’s AMEA and Pacific culture strategy for Bacardi-Martini, beginning with brand activity around Sole DXB. The agency is also working with Blue Coral Concepts on creative and amplification for new venue openings, and overseeing place strategy, concept development and branding for Addmind, the regional hospitality and nightlife group.
The establishment of Example’s Dubai office marks a significant milestone as the agency deepens its presence across hospitality, culture and experiential projects in the Middle East.
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