Australia-based agency Example has expanded into the Middle East with the opening of its Dubai office. The move brings the agency closer to a region where hospitality, dining and tourism continue to scale, driven by long-term investment and a growing pipeline of developments across the Gulf.
Example was founded in 2017 by Co-Founder and CEO Andy El-Bayeh and Co-Founder and Chief Operating Officer Rebecca Jarvie-Gibbs, and works across earned strategy, storytelling, placemaking and PR. The agency’s work to date has centred on hospitality and culture-led projects in APAC, including the development of venue concepts and campaigns designed to anchor brands in local contexts. The Dubai office extends this approach into a market undergoing large-scale expansion, with major hotel and tourism projects scheduled through to 2030.
The agency has also established a global leadership structure to support the expansion. El-Bayeh has relocated to Dubai to lead the Middle East operations, while retaining responsibility for global creative and strategic direction. Jarvie-Gibbs remains based in Australia, overseeing operations across markets. They are supported by Chief Strategy Officer Chris Loukakis and Head of PR Daniel Goldstein, who will work across both regions to align strategy and communications output.
The agency has begun assembling its regional team, with the appointment of Sarah Knowles as Client Relationship Director. Knowles brings experience in luxury spirits and experiential brand work, having led the global experiential account for The Macallan and works with brands such as Burberry, Glenfiddich, FIX Chocolatier and EA Sports. Example plans to expand its local team across strategy, PR, social, content and placemaking as it builds its footprint in the region.
The Dubai office launches with a set of foundation clients. Example is working with Bacardi-Martini on Patrón’s AMEA and Pacific culture strategy, beginning with activity linked to the brand’s presence at Sole DXB. The agency is also supporting Blue Coral Concepts on creative and amplification work ahead of upcoming venue openings, and leading place strategy, concept and branding for Addmind – a regional hospitality and nightlife operator. These assignments form the base of Example’s initial regional portfolio.
Example’s Dubai office will serve as the anchor for its Middle East work as the agency expands its remit across hospitality and culture-focused projects.
