30 years of getting
brands taken seriously.
Founded in Dubai in 1996 by Rita Boustany with a single wager — that the GCC would reward agencies combining senior thinking with regional fluency. Three decades, three studios, and several hundred client engagements later, the wager paid out.
We’re an integrated creative and digital agency. We do branding, PR, digital, and media — for a specific kind of client. Hospitality groups. Luxury houses. Tourism boards. Government entities. Brands whose reputation is the asset.
Founder · Rita Boustany
“We don’t take on briefs we can’t personally lead. That’s the part that doesn’t scale — and the part that matters.”
★ A short history
1996 → now.
★ How we work
Four working principles.
Senior, by default.
The people who pitch the work are the people who deliver it. No mid-weight hand-off after the brief is signed.
Sector before craft.
We know hospitality, tourism, government, and luxury deeply. Craft is the medium. Sector is the leverage.
Outcomes, not outputs.
We measure in occupancy, earned coverage, rate parity, and pipeline — not deliverable counts.
Calm in a crisis.
When things break, we tighten — not panic. Most of our oldest clients first called us during a difficult quarter.
★ The studio
The people who lead the work.
Rita Boustany
Founder & Managing Director
30 yrs
—
Head of PR & Communications
18 yrs
—
Head of Creative & Branding
14 yrs
—
Head of Digital
11 yrs
—
Head of Media
16 yrs
—
Head of Client Services
12 yrs
★ Presence
Headquarters
Dubai
est. 1996
Regional
Beirut
est. 2004
International
London
est. 2019