New Startup IPX Launches in Dubai, London, and Sydney
Former branded entertainment executives Anthony Damianakis and Pete Fergusson have come together to launch a groundbreaking startup called IPX. Headquartered in Dubai, with additional offices in London and Sydney, the innovative platform aims to revolutionize the way brands connect with creators, producers, broadcasters, and other content platforms to develop premium content and ownable IP.
Described as the world’s first global marketplace for branded entertainment, IPX has garnered support from industry heavyweights such as Toby Hack, a former executive at Omnicom’s PHD Worldwide, and media entrepreneur Juliette Otterburn-Hall, founder of Value Squared consulting in the U.K.
Damianakis, previously with Boomtown Pictures and The Saudi Agency Network, joins forces with Fergusson, CEO and founder of The Saudi Agency Network and Nemorin Film & Video. With an impressive client base that includes NBCUniversal, Nat Geo, and Amazon, the duo brings a wealth of experience to the table.
While IPX will operate globally, it will strategically focus on the Middle East, taking advantage of regional production incentives and the region’s emergence as a global content and entertainment hub. The startup is establishing its global headquarters in the UAE and has strong connections in Saudi Arabia through The Saudi Agency Network.
“Branded entertainment is a $100 billion industry with no real infrastructure,” said Damianakis. “We are building the global marketplace this industry has needed for years using behavioural science and data insights instead of gut feel and relationships.”
“The Middle East uniquely combines attractive production incentives, ambitious distribution, a can‑do culture, and growing brand investment,” added Fergusson.
IPX officially launches on Monday with a lineup of projects that are currently confidential. The startup has already secured early agreements from premium IP owners and major international agencies, setting the stage for a promising future.
