Brand experience agency Collaborate is strengthening its presence across the Middle East and Africa, with Gregory Mardikian leading the expansion as General Manager.
The agency said Mardikian will oversee its growth strategy across the region, drawing on his experience in brand experience, marketing, communications and business transformation.
Mardikian has worked across Saudi Arabia, the UAE and the wider Middle East, holding leadership roles within global agency networks and running his own experiential agency. His career has focused on delivering large-scale experiences and supporting business growth across multiple markets.
Announcing the move, Ben McMahon, CEO of Collaborate Global, highlighted the region’s growth potential.
“Despite current circumstances, the Middle East represents one of the most significant growth opportunities in our industry right now,” McMahon said. “The scale of ambition here is unlike anywhere else, but what truly sets this region apart is the willingness to think differently, move fast and create experiences that shape culture, communities and economies. Gregory brings exactly the market knowledge, entrepreneurial instinct and delivery expertise this region requires. Under his leadership, we’re deepening our position as the partner of choice for ambitious brands, governments and destinations.”
Throughout his career, Mardikian has worked across sectors including tourism, government, destination marketing, FMCG, automotive, banking and telecommunications. He has led experiential programmes in several international markets and has experience in building regional teams, driving agency growth and delivering large-scale projects.
Commenting on the role of experiential marketing, Mardikian said: “Experiential is no longer a supporting channel – it has become a core business driver. In a world where connection has never mattered more, the organisations that invest in genuine shared experiences will be the ones that build the trust and relationships this region needs to thrive – and Collaborate intends to be at the heart of that.”
Collaborate currently operates in Saudi Arabia and the UAE and is expanding its footprint across Africa. The company said it aims to help clients navigate changing market conditions, identify growth opportunities and create experiences that resonate with audiences locally and internationally.
Founded as a production company, Collaborate has evolved into an independent brand experience agency with operations across Europe, the Middle East, Asia and South Africa. The company said its revenue has increased fourfold over the past three years.
The agency works with brands including eBay, Hyundai, TAG Heuer, Boots, Nike, Aston Martin and Goodwood Estate. It was ranked among the world’s top five experiential agencies in 2025 by The Drum and was named one of the best places to work by The Sunday Times in 2024 and 2025.
