Dana Oraibi as Director – Communications and Growth, hrmny.Dubai-born creative marketing agency, hrmny, has launched a PR department to expand its services, appointing Dana Oraibi as Director – Communications and Growth to lead the new department.
The launch aims to sync strategy, storytelling, and earned impact under one roof, integrating PR, influencer marketing, and experiential activations into its existing creative ecosystem.
“We started as a music label that became a movement,” said Ayham Homsi, Managing Partner – Creative & Growth at hrmny. “Today, we are scaling that spirit into communications and events, and our goal is to sync creativity with PR and experiential so brands can connect with audiences in ways that feel authentic and relevant.”
With almost a decade of experience across luxury, fashion, beauty, lifestyle, and sports sectors, Oraibi has delivered campaigns that connect brand strategy with PR, influencer marketing, and events. She is recognised for her culturally fluent approach to communications and her ability to build community-driven brand experiences.
“PR has been treated as transactional for too long,” Oraibi said.
“At hrmny, we’re building a department where communication feels as culture-first as the creative work itself,” she said on her new role.
“From PR, influencer marketing, and events, everything we do will move in sync with culture and community. We’re already collaborating with leading brands, and this is just the beginning,” she added.
With offices in Dubai and Riyadh, the new PR department at hrmny aims to reflect its commitment to amplifying that rhythm into stories and cultural moments that resonate.
The agency claims to have built its reputation on the belief that every brand has its rhythm. Therefore, the agency said it has consistently strived to move with culture. Therefore, this department launch aims to signal it efforts in syncing the agency’s creative foundation with full-stack communication services.
The new department will be focusing on campaigns that blend creativity with cultural fluency, ensuring every story resonates in the streets as much as it does in the boardroom.
“This isn’t just about adding another service – it’s about evolving how communications work in the region,” Homsi concluded.
