Initials Appoints Hemal Soni to Head Middle East Expansion

Independent UK agency opens Middle East hub amid strong regional growth in retail and consumer marketing.

Initials, one of the UK’s leading independent creative agencies specialising in retail and brand activations, has officially launched its first international division in the Middle East. The move marks a major milestone in the agency’s global expansion, positioning Initials as the only global independent retail activation specialist operating across the region.

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 design connected experiences that convert, bridging the gap between retail and social to engage modern consumers across the UAE, Saudi Arabia, and the wider GCC.

The launch is being led by Hemal Soni, who joins as General Manager, Middle East. Based in Dubai, Hemal brings over a decade of experience in brand strategy and consumer engagement across the region.

“The Middle East is a place where retail is evolving faster than almost anywhere in the world,” said Hemal Soni, General Manager, Middle East, Initials. “From Riyadh to Dubai, consumers are redefining what shopping means it’s not just about purchase, it’s about experience. As markets like Saudi Arabia and the UAE continue to set new global benchmarks in innovation and scale, brands are looking for partners who understand how to connect creativity with measurable commercial impact. That’s exactly where we come in.”

The expansion comes as GCC retail continues its rapid growth, on track to surpass USD 300 billion by 2027. With half the region’s population under 30 and e-commerce up 15% in the UAE alone in 2024, the Gulf’s young, digital-first audiences are reshaping how brands engage across both physical and digital touchpoints.

“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, Initials. “Research shows that 56% of shoppers in the region still prefer an in-store experience alongside their digital interactions. This makes it crucial for brands to revisit how they connect with consumers, ensuring that physical and digital are no longer siloed but part of one connected journey. That’s exactly where Initials can help creating experiences that convert and deliver measurable retail impact.”

Initials’ Middle East hub, headquartered in Dubai, will serve clients across the UAE, Saudi Arabia, and the wider GCC offering end-to-end services spanning strategy, creative, experiential, digital, and retail activation.

Co-Founders Jamie Matthews and Richard Barrett will visit Dubai in November to meet key partners and clients as part of the official launch phase.