Initials, one of the UK’s independent creative agencies specialising in retail and brand activations, has officially launched its first international division in the Middle East. The move marks a major milestone in the agency’s global expansion, positioning Initials as the a global independent retail activation specialist operating across the region. The agency has previously worked with international brands including PepsiCo, Philips, and Nestlé, maintaining a 16-year partnership with PepsiCo.
Initials will be headquartered in Dubai, will serve clients across the UAE, Saudi Arabia, and the wider GCC offering end-to-end services spanning strategy, creative, experiential, digital, and retail activation. The Middle East launch was facilitated by Migrate, the Dubai-based consultancy and platform founded by Nick Walsh, former VML EMEA CEO and Chief Client Officer.
The launch is being led by Hemal Soni, who joins as General Manager, Middle East. Based in Dubai. Soni brings over a decade of experience in brand strategy and consumer engagement across the region.
“The Middle East is a place where retail is evolving faster than almost anywhere in the world,” said Hemal Soni, General Manager, Middle East, Initials. “From Riyadh to Dubai, consumers are redefining what shopping means it’s not just about purchase, it’s about experience. As markets like Saudi Arabia and the UAE continue to set new global benchmarks in innovation and scale, brands are looking for partners who understand how to connect creativity with measurable commercial impact. That’s exactly where we come in.”
The expansion comes as GCC retail continues its rapid growth, on track to surpass USD 300 billion by 2027. With half the region’s population under 30 and e-commerce up 15 per cent in the UAE alone in 2024, the Gulf’s young, digital-first audiences are reshaping how brands engage across both physical and digital touchpoints.
“The Middle East has become one of the most exciting consumer markets in the world,” said Jamie Matthews, CEO and Co-Founder, and Richard Barrett, Managing Partner and Co-Founder, Initials. “Research shows that 56 per cent of shoppers in the region still prefer an in-store experience alongside their digital interactions. This makes it crucial for brands to revisit how they connect with consumers, ensuring that physical and digital are no longer siloed but part of one connected journey. That’s exactly where Initials can help creating experiences that convert and deliver measurable retail impact.”
