Creative agency Jockamo Barnes has officially launched, introducing its proprietary ‘cultural instigation’ approach in its aim reshape the branding and advertising landscape. The agency will offer a comprehensive suite of services designed to catalyse cultural impact, including brand strategy and design, integrated campaigns, future spotting, and content production.
Headquartered in the UAE’s vibrant Yas Creative Hub, Jockamo Barnes intends to help businesses shape cultural narratives while achieving sustainable growth.
Leading the charge at the creative agency is V. Murali, the Founder and Managing Partner, who brings to the table approximately two decades of experience in crafting campaigns that not only solve business challenges but leave a cultural mark.
“Nowadays most marketers play it safe, selling lifestyle and bland brand promises. The future of brand building lies in driving cultural conversations rather than chasing them,” Murali said.
Recent research indicates that 60 per cent of UAE consumers are more likely to support organisations that understand and reflect local culture and values, highlighting the need for strategies rooted in cultural relevance.
Murali added, “Brands can no longer afford to follow culture; they must create it. You must have the courage to stand for something distinct and inspire action. Our mission is to create audacious brands and ideas that empower consumers to shape culture.”
The proprietary ‘cultural instigation’ methodology is central to the agency’s philosophy. This framework blends the traits of long-term brand building with a modern approach to generate cultural resonance that ignites culture and grows businesses.
From creating new market categories and handling presidential elections (in the US, Mexico, and Brazil), to reviving legacy brands and navigating brand crises, Murali brings a lot of relevant experience to the role.
The agency’s leadership team also boasts a track record of delivering award-winning work for global brands. Their work has been celebrated with industry accolades, including Cannes Lions, D&AD, One Club, Clio, Webby Awards, and Transform MEA.
Before launching Jockamo Barnes, its founders played pivotal roles in shaping the success of global heavyweights such as Instagram, Uber, Spotify, Airbnb, and Samsung. Locally, their experience spans across prominent organisations and brands including Abu Dhabi Tourism, Dubai Holding, AlphaIota, and CAFU.
Now, Jockamo Barnes aims to create a space for bold, culturally resonant ideas that push brands beyond the expected, fostering cultural shifts and innovation.
