Industry veterans Anthony Damianakis and Pete Fergusson have unveiled IPX, an innovative venture designed to bridge the gap between global brands and content creators. This Dubai-headquartered startup, with additional offices in London and Sydney, is being hailed as the first global marketplace for branded entertainment. IPX aims to foster the creation of premium content and intellectual property by connecting brands with a diverse ecosystem of creators, producers, broadcasters, and streaming platforms. Backed by influential figures such as Toby Hack, formerly of Omnicom's PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall, IPX seeks to transform a fragmented industry into a streamlined, data-driven landscape.

Global Branded Content Marketplace IPX Launched by Industry Pioneers in Dubai

On February 16, 2026, a significant new player entered the global branded entertainment arena with the official launch of IPX. Co-founded by Anthony Damianakis, former commercial content director at Boomtown Pictures and chief growth officer at The Saudi Agency Network, and Pete Fergusson, CEO and founder of The Saudi Agency Network and previously of Nemorin Film & Video, IPX is set to redefine brand-content collaborations. The company, headquartered in the dynamic city of Dubai, also establishes a presence in key global markets including London and Sydney. This strategic positioning allows IPX to capitalize on Dubai's burgeoning status as a global content and entertainment hub, further bolstered by regional production incentives, and leverage existing deep connections within the Kingdom of Saudi Arabia through The Saudi Agency Network.

Damianakis highlighted the current landscape, noting that the estimated $100 billion branded entertainment industry operates largely without a unified infrastructure, relying heavily on personal networks and intuition. IPX seeks to disrupt this by offering a global marketplace that employs behavioral science and data insights to efficiently match brands with suitable creators and content platforms. Fergusson further emphasized the Middle East's unique appeal, citing attractive production incentives, ambitious distribution capabilities, a proactive cultural environment, and increasing brand investment as key factors for IPX's focus on the region. The startup has commenced operations with a pipeline of undisclosed projects and has already secured initial agreements with major international agencies and owners of premium intellectual property, signaling a promising future for this pioneering venture.

The launch of IPX marks a pivotal moment for the branded entertainment sector. Its commitment to leveraging data and fostering structured connections promises to bring unprecedented efficiency and transparency to an industry often characterized by informal relationships. This innovative approach, particularly with its strategic focus on the rapidly developing Middle Eastern market, could serve as a blueprint for future collaborations between brands and content creators worldwide, ultimately leading to more compelling and impactful storytelling for global audiences.