Independent earned-led culture agency Example has planted its flag in the Middle East, opening a Dubai office as the Gulf experiences one of the most ambitious hospitality and tourism build-outs in the world.
The move positions the Australian-founded company inside a region investing more than $1 trillion in development and projecting 300,000 new hotel rooms by 2030, creating unprecedented demand for culturally led brands, venues and experience design.
Founded in 2017 by hospitality specialists Andy El-Bayeh and Rebecca Jarvie-Gibbs, Example has spent nearly a decade shaping the cultural and commercial success of leading APAC hotels, restaurants and precincts.
In Dubai, the team will lead hospitality, beverage and tourism projects, bringing its earned-led model of strategy, storytelling, placemaking and PR into one of the world’s fastest-expanding markets.
‘The Gulf is building the future of hospitality in real time’
Co-founder and CEO El-Bayeh has relocated to Dubai to lead Middle East operations and oversee global creative direction.
“The Gulf is building the future of hospitality in real time,” he said.
“Our role is to ensure the hotels, venues, brands and products that show up here aren’t just impressive on the surface, but rich in story and deep in soul – we’re not here to drop in a Western formula; we’re here to build something with the region that feels local, proud and built to last.”
El-Bayeh will work alongside co-founder and COO Jarvie-Gibbs, who continues to lead global operations from Australia, ensuring consistency across markets.
They are joined by Chris Loukakis, Chief Strategy Officer for APAC and the Middle East, and Daniel Goldstein, Head of PR for both regions.
The global leadership bench is backed by senior strategists, PR specialists, chefs, drinks and music experts, designers and brand builders who can be deployed into Middle East projects immediately.
Foundation clients locked in as Example scales up
To accelerate the launch, Example has appointed Sarah Knowles as Client Relationship Director in Dubai, bringing global experiential expertise from brands including The Macallan, Tommy Hilfiger, Glenfiddich, FIX Chocolatier and EA Sports.
The Dubai office opens with several significant foundation clients: Bacardi-Martini, with Example leading Patrón’s AMEA and Pacific culture strategy, including work around Sole DXB
Blue Coral Concepts, an emerging hospitality group preparing multiple 2026 venue launches
Addmind, one of the region’s most influential nightlife and hospitality operators, with Example leading place strategy, concept and branding
The team will grow across strategy, PR, social, content and placemaking through 2026.
A global agency built on cultural connection
The expansion follows a strong period for the company in Australia, where Example recently partnered with Accor Pacific to launch Table For, a new in-house F&B group designed to set a global benchmark for hotel dining.
It also added major clients including Fink Restaurant Group, Etymon, InterContinental Hotels, QT Hotels and Toga.
Jarvie-Gibbs called the Dubai launch “a proud moment” for the agency.
“We’re passionate about hospitality in its fullest sense, where every part of the experience is the brand. We’re bringing a global perspective, local appreciation and a shared ambition to shape experiences that resonate deeply now and define hospitality for the future.”