IPX, a global marketplace for branded entertainment, has launched with backing from senior industry leaders including Toby Hack, former EMEA CEO of PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall, ex ITV and Shed Media Group.
Launched by Co-Founders and Co-CEOs Anthony Damianakis and Pete Fergusson and headquartered in Dubai with bases in London and Sydney, IPX connects brands with vetted creators, producers, broadcasters, streamers, content platforms and distributors to develop content and ownable IP.
With networks and streamers’ budgets under increased pressure, producers increasingly looking to alternative funding routes to develop IP and deliver content to screens, and brands and creators keen to build deeper emotional engagement with audiences, IPX aims to provide partnership-driven market solutions to the challenges facing the global content industry.
“Branded entertainment is a $100 billion industry with no real infrastructure,” commented Damianakis (pictured). “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’re building the global marketplace this industry has needed for years using behavioural science and data insights instead of gut feel and relationships.”
“What exists today is essentially a closed network of silos and who-happens to know-who” added Fergusson. “IPX opens that up – maturing the market by bringing everyone together. In a global first, our unique platform makes opportunities visible, the process transparent, and gives everyone access to the deals and partnerships that were previously locked behind relationships.”
As brands seek deeper cultural relevance and long-term IP ownership rather than short-term impressions. IPX provides access to a pool of vetted ideas, talent and IP, spanning film, television, video, audio, live experiences, gaming, emerging platforms and more. By reframing branded entertainment as IP co-investment rather than marketing spend, IPX says it connects the full ecosystem around shared commercial and creative outcomes.
Damianakis continued: “The entire content ecosystem is being forced to reinvent itself. Brands want to move beyond interruption marketing into stories they actually own. Content companies and creators face growing challenges to fund production. Branded entertainment has evolved beyond logo placement, but the industry infrastructure hasn’t caught up. We’re solving that disconnect.”
IPX launches with a live pipeline of projects and has already secured early agreements from premium IP owners and major international agencies.
While operating globally, the company maintains a strategic focus on the Middle East, capitalising on regional production incentives.
“The Middle East uniquely combines attractive production incentives, ambitious distribution, a can‑do culture, and growing brand investment.” explained Fergusson.
“Branded entertainment has moved from the margins to the mainstream,” said Hack. “What’s been missing is the infrastructure to connect ambition with opportunity. IPX creates a genuine marketplace that allows brands and agencies to see, assess and participate in entertainment IP in a way that simply hasn’t been possible before.”
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‘ Some details of this article were extracted from the following source www.advanced-television.com ’
