<\/p>\n
\n\tBranded entertainment<\/a> executives Anthony Damianakis and Pete Fergusson are launching an ambitious startup called IPX<\/a> headquartered in Dubai<\/a>, with offices also in London and Sydney.<\/p>\n \n\tThe innovative startup aims to connect brands with creators, producers, broadcasters, streamers and other content platforms to jointly develop premium content and ownable IP.<\/p>\n \n\tIPX \u2013 which is being touted as the world\u2019s first global marketplace for branded entertainment \u2013 is launching with backing from prominent international branded industry figures such as Toby Hack, a former top exec at advertising and marketing conglomerate Omnicom\u2019s PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall, founder and managing partner of the U.K.\u2019s consulting firm Value Squared. <\/p>\n \n\tDamianakis is a former commercial content director at Australia\u2019s Boomtown Pictures and chief growth officer at innovative advertising company The Saudi Agency Network of which Fergusson is CEO and founder. Fergusson previously founded U.K.-based video agency Nemorin Film & Video whose client base included global brands NBCUniversal, Nat Geo, Hugo Boss, McDonalds, Amazon and American Express.<\/p>\n \n\tWhile operating globally, IPX will have a strategic focus on the Middle East, \u201ccapitalising on regional production incentives and the region\u2019s growing momentum as a global content and entertainment hub,\u201d according to a statement. \u201cIPX is establishing its global headquarters in the UAE and has deep inroads into the Kingdom of Saudi Arabia through the Saudi Agency Network,\u201d it added.<\/p>\n \n\t\u201cBranded entertainment is a $100 billion industry with no real infrastructure,\u201d said Damianakis in the statement. \u201cDeals happen through personal networks, opportunities are invisible unless you\u2019re in the room, and there\u2019s no efficient way for the right brands to find the right creators,\u201d he went on to note. \u201cWe are building the global marketplace this industry has needed for years using behavioural science and data insights instead of gut feel and relationships.\u201d<\/p>\n \n\t\u201cThe Middle East uniquely combines attractive production incentives, ambitious distribution, a can\u2011do culture, and growing brand investment,\u201d added Fergusson.<\/p>\n \n\tIPX is launching on Monday (Feb. 16) with a live pipeline of projects that are being kept under wraps and has secured unspecified early agreements from premium IP owners and major international agencies.<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source variety.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Branded entertainment executives Anthony Damianakis and Pete Fergusson are launching an ambitious startup called IPX headquartered in Dubai, with offices also in London and Sydney. The innovative startup aims to connect brands with creators, producers, broadcasters, streamers and other content platforms to jointly develop premium content and ownable IP. 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