DUBAI, UAE – IPX, the Dubai‑based company building the first global marketplace for branded entertainment, launches today in the UAE with backing from senior industry leaders including Toby Hack, former EMEA CEO of PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall ex ITV and Shed Media Group.
Positioned in Dubai’s fast‑growing creative and media ecosystem, IPX aims to transform how brands invest in and finance entertainment across the $100bn global sector.
IPX connects brands, with vetted creators, producers, and distributors to develop premium content and ownable IP. A centralised branded entertainment marketplace integrating behavioral science and data insights into an industry that’s remained largely fragmented and relationship-dependent.
“Branded entertainment is a $100 billion industry with no real infrastructure,” said Anthony Damianakis, Co-Founder and Co-CEO of IPX. “Deals happen through personal networks, opportunities are invisible unless you’re in the room, and there’s no efficient way for the right brands to find the right creators. We’re building the global marketplace this industry has needed for years using behavioral science and data insights instead of gut feel and relationships.”
Anthony Damianakis, Co-Founder and Co-CEO of IPX——–supplied image
“What exists today is essentially a closed network of silos and who-happens to know-who” added Pete Fergusson, Co-Founder and Co-CEO of IPX. “IPX opens that up – maturing the market by bringing everyone together. We’re making opportunities visible, the process transparent, and giving everyone access to the deals and partnerships that were previously locked behind relationships.”
While operating globally, the company maintains a strategic focus on the Middle East, capitalising on regional production incentives and the region’s growing momentum as a global content and entertainment hub. IPX is establishing its global headquarters in the UAE and has deep inroads into KSA through the Saudi Agency Network.
“The Middle East uniquely combines attractive production incentives, ambitious distribution, a can‑do culture, and growing brand investment.” added Pete Fergusson, Co-Founder and Co-CEO.”
Today, brands are seeking deeper cultural relevance and long-term IP ownership rather than short-term impressions. IPX provides access to a rich pool of vetted ideas, talent, and IP spanning film, television, video, audio, live experiences, gaming, emerging platforms, and more.
By reframing branded entertainment as IP co-investment rather than marketing spend, IPX connects the full ecosystem around shared commercial and creative outcomes.
“The entire content ecosystem is being forced to reinvent itself,” said Anthony Damianakis, Co-Founder and Co-CEO of IPX. Brands want to move beyond interruption marketing into stories they actually own. Branded entertainment has evolved beyond logo placement, but the industry infrastructure hasn’t caught up. We’re solving that disconnect.”
IPX launches with a live pipeline of projects and has already secured early agreements from premium IP owners and major international agencies.
IPX’s founding team brings over 20 years of combined experience creating and monetising branded entertainment across all major media platforms, with a proven track record of delivering significant commercial value through content partnerships that prioritise ownership over short-term sponsorship.
Supporting IPX’s expansion is Toby Hack, former EMEA CEO of PHD Worldwide, serving as Senior Strategic Advisor. Hack brings over two decades of experience connecting global brands with premium content ecosystems across Europe, the Middle East and Africa, and chairs IPX’s senior advisory board.
“Branded entertainment has moved from the margins to the mainstream,” said Toby Hack, Senior Strategy Advisor to IPX “What’s been missing is the infrastructure to connect ambition with opportunity. IPX creates a genuine marketplace that allows brands and agencies to see, assess and participate in entertainment IP in a way that simply hasn’t been possible before.”
He is joined by Juliette Otterburn-Hall, an early digital pioneer and media entrepreneur with over 25 years’ experience at the intersection of creative, strategy and technology – from directing and executive producing global TV formats and working with major brands to scaling digital-first businesses, including a successful exit with a MarTech venture.
About IPX
IPX is the first global marketplace for branded entertainment, connecting brands, vetted creators, producers, and distributors through a centralised platform.
SOURCE: MEDIA RELEASE / SUPPLIED CONTENT WITH IMAGES
