Initials appoints Hemal Soni to lead Middle East expansion
UK-based independent creative agency Initials has announced its official entry into the Middle East, marking the company’s first international expansion. The move establishes its regional headquarters in Dubai, positioning Initials as the only global independent retail activation specialist operating across the GCC.
The expansion will be led by Hemal Soni, who joins as General Manager, Middle East. With over a decade of experience in brand strategy and consumer engagement, Soni will oversee the agency’s operations across the UAE, Saudi Arabia, and wider Gulf region.
“The Middle East is evolving faster than almost anywhere in the world when it comes to retail,” said Hemal Soni, General Manager, Middle East, Initials. “From Riyadh to Dubai, consumers are redefining what shopping means—it’s no longer just about purchase, but about experience. As the region sets new global benchmarks for innovation and scale, brands need partners who can connect creativity with measurable commercial impact. That’s exactly what Initials delivers.”
Strategic growth amid booming GCC retail sector
Initials’ expansion comes as the GCC retail industry continues to surge, projected to exceed USD 300 billion by 2027. With half of the region’s population under 30 and UAE e-commerce growing by 15% in 2024, Gulf consumers are reshaping how brands engage both online and offline.
“The Middle East has become one of the most exciting consumer markets in the world,” said Jamie Matthews, CEO and Co-Founder, and Richard Barrett, Managing Partner and Co-Founder of Initials. “More than half of shoppers still prefer an in-store experience alongside digital interactions. This makes it essential for brands to connect physical and digital touchpoints as part of one unified journey — a space where Initials excels.”
Delivering creative and measurable retail impact
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 deliver integrated brand experiences that drive conversion.
The new Middle East hub in Dubai will serve clients across the region, offering end-to-end services including strategy, creative, experiential marketing, digital, and retail activation.
Co-Founders Jamie Matthews and Richard Barrett are expected to visit Dubai in November to meet key partners and clients as part of the official launch phase.
