In an exciting development for the branded entertainment industry, executives Anthony Damianakis and Pete Fergusson have announced the launch of a pioneering startup, IPX, headquartered in Dubai. This venture promises to revolutionize how brands collaborate with content creators by establishing a global marketplace for branded entertainment.
Connecting Brands with Creators
IPX aims to seamlessly link brands with a diverse range of creators, producers, broadcasters, and streamers to develop premium content and ownable intellectual property. Positioned as the world’s first global marketplace in this sector, IPX is poised to offer unparalleled opportunities for collaboration and innovation.
With the backing of industry leaders like Toby Hack, formerly of Omnicom’s PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall of Value Squared, the startup is set to provide a robust platform for engaging branded entertainment.
Expert Leadership Spearheading Innovation
Anthony Damianakis and Pete Fergusson bring a wealth of experience to IPX. Damianakis has an impressive background as a former commercial content director at Boomtown Pictures and a key figure at The Saudi Agency Network. Fergusson, known for founding the acclaimed U.K.-based video agency Nemorin Film & Video, has worked with prominent global brands such as NBCUniversal, Nat Geo, and Amazon.
Fergusson emphasized the potential in the Middle East as IPX plans to tap into regional production incentives. “The Middle East uniquely combines attractive production incentives, ambitious distribution, a can‑do culture, and growing brand investment,” he noted.
Strategic Global Presence
IPX will operate with a global outlook but maintain a strategic focus on the Middle East, leveraging its headquarters in the UAE and connections in Saudi Arabia through The Saudi Agency Network. This strategic positioning is part of their vision to capitalize on the region’s burgeoning status as a global content and entertainment hub.
Damianakis highlighted the current gaps in the industry, stating, “Branded entertainment is a $100 billion industry with no real infrastructure. 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 are building the global marketplace this industry has needed for years using behavioral science and data insights instead of gut feel and relationships.”
Poised for a Dynamic Launch
IPX is set to make its official debut on Monday, February 16, with a promising lineup of projects, although specific details remain confidential. The company has already secured preliminary agreements with premium IP owners and international agencies, underscoring its ambitious vision for the future of branded entertainment.
