IPX Launches as the World’s First Global Marketplace for Branded Entertainment
Anthony Damianakis and Pete Fergusson, seasoned branded entertainment professionals, have unveiled IPX, a groundbreaking startup poised to revolutionize the industry. Headquartered in Dubai, with additional offices in London and Sydney, IPX aims to bridge the gap between brands and content creators, producers, broadcasters, and streaming platforms. The company’s mission is to facilitate the collaborative development of premium content and the acquisition of ownable intellectual property (IP).
IPX is being recognized as the world’s first global marketplace specifically dedicated to branded entertainment. The launch is supported by significant investment and backing from influential figures within the international branded industry. Among these are Toby Hack, a former executive at Omnicom’s PHD Worldwide, and Juliette Otterburn-Hall, founder and managing partner of U.K.-based consultancy Value Squared.
Founders Bring Extensive Experience to IPX
Damianakis brings a wealth of experience to IPX, having previously served as commercial content director at Australia’s Boomtown Pictures and as chief growth officer at The Saudi Agency Network. Fergusson, CEO and founder of The Saudi Agency Network, also established Nemorin Film & Video, a U.K.-based video agency that served a prestigious roster of global brands including NBCUniversal, Nat Geo, Hugo Boss, McDonalds, Amazon, and American Express. Their combined expertise positions IPX for significant growth and impact.
Strategic Focus on the Middle East and a $100 Billion Opportunity
While operating on a global scale, IPX will prioritize the Middle East market. The company intends to leverage the region’s attractive production incentives and burgeoning status as a global content and entertainment hub. “IPX is establishing its global headquarters in the UAE and has deep inroads into the Kingdom of Saudi Arabia through the Saudi Agency Network,” a statement from the company confirmed. Damianakis highlighted the substantial market opportunity, stating, “Branded entertainment is a $100 billion industry with no real infrastructure.”
He further elaborated on the current challenges, noting, "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.” IPX aims to address these inefficiencies by building a global marketplace driven by behavioral science and data insights, moving away from reliance on personal relationships. Fergusson emphasized the region’s unique advantages, adding, “The Middle East uniquely combines attractive production incentives, ambitious distribution, a can‑do culture, and growing brand investment.”
Launch Details and Future Projects
IPX officially launched on Monday, February 16th, boasting a live pipeline of projects currently under wraps. The company has already secured early agreements with premium IP owners and major international agencies. This initial momentum signals a promising start for IPX as it seeks to reshape the landscape of branded entertainment.
