Gregory Mardikian, General Manager, Collaborate. Collaborate, an independent brand experience agency, has appointed Gregory Mardikian as General Manager to accelerate its growth across the Middle East and Africa.
With a career built at the intersection of brands, culture and experience, spanning brand experience, marketing, communications and business transformation, the agency claims Mardikian brings strategic leadership, commercial acumen and hands-on delivery to a region undergoing profound change.
“Despite current circumstances, the Middle East represents one of the most significant growth opportunities in our industry right now,” said Ben McMahon, CEO, Collaborate Global. “The scale of ambition here is unlike anywhere else, but what truly sets this region apart is the willingness to think differently, move fast and create experiences that shape culture, communities and economies.”
“Gregory brings exactly the market knowledge, entrepreneurial instinct and delivery expertise this region requires. Under his leadership, we’re deepening our position as the partner of choice for ambitious brands, governments and destinations,” McMahon added.
Mardikian has worked across a diverse portfolio of sectors including tourism, government, destination marketing, FMCG, automotive, banking and telecommunications and has partnered with some of the region’s most influential organisations and brands. His experience includes leading experiential programmes across multiple international markets, building regional teams, driving agency growth and delivering large-scale experiences that connect strategy with real-world impact.
“Experiential is no longer a supporting channel – it has become a core business driver,” said Mardikian. “In a world where connection has never mattered more, the organisations that invest in genuine shared experiences will be the ones that build the trust and relationships this region needs to thrive – and Collaborate intends to be at the heart of that.”
With established operations across Saudi Arabia and the UAE and a growing footprint across Africa, Collaborate is focused on helping clients navigate complexity, unlock opportunity and create experiences that resonate both locally and globally.
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