The Hanging House, a Dubai-based experiential agency, has appointed its founder, Anam Ahmad, as Chief Executive Officer. Previously the agency’s Chief Creative Officer, Ahmad’s transition comes as the firm moves toward a business model centered on long-term brand platforms and intellectual property (IP).
A Strategic Shift Toward Ownership
The leadership change marks a formal move away from the agency’s original focus on project-based campaign work. While The Hanging House will continue to execute brand activations, the new strategy emphasizes the development of “proprietary concepts.”
In the current Middle Eastern marketing landscape, brands are increasingly looking for ways to move beyond one-off events. By focusing on IP-led growth, the agency intends to build scalable creative assets that provide recurring value for clients. This approach allows brands to own their creative ecosystems rather than investing in temporary installations that disappear after a campaign cycle ends.
Scaling the “House of Possibilities”
In her new capacity, Ahmad is tasked with overseeing the agency’s broader direction, moving from creative execution to structural growth. Central to this is her “House of Possibilities” framework, a model designed to integrate immersive technology and sustainable systems into the creative process.
Her mandate includes:
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Market Expansion: Strengthening the agency’s footprint in the UAE and Saudi Arabia.
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Operational Systems: Developing methods to scale creative ideas across different markets.
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Talent and Culture: Managing internal growth and professional development for the agency’s creative teams.
Ahmad will continue to work alongside co-founder and COO Husam Haris, who retains his focus on the firm’s financial health and operational logistics.
Regional Momentum and Market Focus
The transition follows a period of expansion for the agency, which has delivered large-scale experiential projects for organizations including Nissan, the NBA, and Dubai Holding. While the agency remains rooted in the UAE, Saudi Arabia has been identified as its primary growth market.
As Saudi Arabia continues to invest in its entertainment and tourism sectors under Vision 2030, the demand for localized experiential content is rising. The Hanging House aims to address this by moving toward cultural assets and content ecosystems that resonate with the regional audience.
Background and Context
Ahmad co-founded The Hanging House in 2017 at the age of 21. Over the past seven years, she has overseen the creative direction for a wide range of immersive storytelling projects. Her work in the regional advertising and experiential sector led to her inclusion in the Forbes 30 Under 30 list for 2025.
The goal for this next phase is clear: creating scalable, brand-owned platforms that offer measurable, long-term impact in the MENA region.
