Dubai-born creative marketing agency, hrmny, known for its culture-first approach and music-label origins, is expanding its services with the launch of its new department. The department integrates PR, influencer marketing, and experiential activations into hrmny’s existing creative ecosystem – syncing strategy, storytelling, and earned impact under one roof.
With offices in Dubai and Riyadh, and a track record of working with global and regional brands, hrmny has built its reputation on the belief that every brand has its rhythm. The launch of the PR department reflects the agency’s commitment to amplifying that rhythm into stories and cultural moments that resonate. hrmny has consistently moved with culture, and by launching the new division, the agency is syncing its creative foundation with full-stack communication services.
To lead the new department, hrmny has appointed Dana Oraibi as Director – Communications & Growth. With nearly a decade of experience across luxury, fashion, beauty, lifestyle, and sports sectors, Dana has delivered campaigns that connect brand strategy with PR, influencer marketing, and events. She is recognized for her culturally fluent approach to communications and her ability to build community-driven brand experiences.
“This isn’t just about adding another service – it’s about evolving how communications work in the region,” said Ayham Homsi, Managing Partner – Creative & Growth at hrmny. “We started as a music label that became a movement. 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.”
On her appointment, Dana Oraibi said: “PR has been treated as transactional for too long. At hrmny, we’re building a department where communication feels as culture-first as the creative work itself. 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.”
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.
