A New Way to Connect Brands and Creators

Two experienced professionals, Anthony Damianakis and Pete Fergusson, are starting a new company called IPX. They want to make it easier for brands and content creators to work together. The company is based in Dubai, but it will also have offices in London and Sydney. IPX is like a marketplace where brands can find creators, producers, and broadcasters to make high-quality content. The goal is to create content that both the brand and the creator can own. This is a big deal because it's the first time someone is trying to do this on a global scale. The company has support from well-known people in the industry, like Toby Hack and Juliette Otterburn-Hall. Damianakis used to work at Boomtown Pictures and The Saudi Agency Network. Fergusson has experience running a video agency called Nemorin Film & Video, which worked with big brands like NBCUniversal and McDonald's.Even though IPX is global, it plans to focus a lot on the Middle East. This is because the region has good incentives for production and is becoming a big hub for content and entertainment. The company is already working on some projects, but they're not saying what they are yet. They've also made some early deals with big agencies and IP owners. Damianakis says that the branded entertainment industry is worth $100 billion, but it lacks infrastructure. He believes IPX can change that by using data and science instead of just relying on personal connections. Fergusson thinks the Middle East is a great place for this because of its production incentives, distribution, and growing brand investment.