Australian agency Example has launched a Dubai office, marking its strategic entry into the Middle East. Led by Co-Founder & CEO Andy El-Bayeh, the move positions Example to capitalize on the region’s rapid growth in hospitality, tourism, and lifestyle sectors. The agency brings its signature earned strategy and placemaking expertise to clients, aiming to craft culturally resonant brand experiences.
Why This Matters: Middle East Growth Meets Brand Expertise
The UAE and wider Middle East are witnessing a surge in luxury hospitality, experiential tourism, and lifestyle ventures. By establishing a local presence, Example can:
- Deliver on-the-ground insights and locally attuned campaigns.
- Strengthen partnerships with regional brands like Patrón (AMEA), Blue Coral Concepts, and Addmind.
- Accelerate execution timelines while maintaining strategic oversight from its global network.
Strategic Implications: Placemaking and Earned Strategy as Differentiators
- Cultural Relevance: Example’s placemaking capabilities allow brands to create immersive, context-aware experiences that resonate with local audiences.
- Earned Media Focus: By leveraging strategic storytelling and organic engagement, the agency aims to boost brand authenticity and visibility across the Middle East.
- Regional Talent Development: The formation of a dedicated Dubai team indicates long-term investment in local capabilities, ensuring culturally sensitive execution and deepening market knowledge.
Example’s Dubai expansion is both tactical and symbolic a bridge between its Australian roots and the Middle East’s dynamic hospitality and culture sectors. With a combination of global expertise, earned strategy, and regional execution, Example is poised to shape brand narratives that resonate across one of the world’s fastest-growing luxury and lifestyle markets.
