Initials, one of the UK’s leading 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 only global independent retail activation specialist operating across the region.
Trusted by international brands such as PepsiCo, Philips, and Nestlé including a 16-year partnership with PepsiCo Initials combines creativity, data, and cultural intelligence to design connected experiences that convert, bridging the gap between retail and social to engage modern consumers across the UAE, Saudi Arabia, and the wider GCC.
The launch is being led by Hemal Soni, who joins as General Manager, Middle East. Based in Dubai, Hemal brings over a decade of experience in brand strategy and consumer engagement across the region.
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% in the UAE alone in 2024, the Gulf’s young, digital-first audiences are reshaping how brands engage across both physical and digital touchpoints.
Initials’ Middle East hub, 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.
Co-Founders Jamie Matthews and Richard Barrett will visit Dubai in November to meet key partners and clients as part of the official launch phase.
