Connected Experiences, that convert
Initials Middle East, a global independent agency. Powering customer conversion through combined social and retail excellence.
Trusted by the world’s biggest brands
Our Mission
To solve brands’ social and retail challenges, using our proven blend of creativity, data, and experience
Experience-led, People-first
As the only global independent retail activation agency in the region, Initials delivers consumer-first marketing through connected retail and social experiences tailored for the Middle East audience.
Powered by deep regional heritage and expertise, Initials Middle East is led by Hemal Soni, who brings over 15 years of FMCG experience driving commercial growth for clients across diverse markets, while offering invaluable cultural insight from having grown up in the region.
Hemal is joined by Regional Partner Nick Walsh, whose 16 years of leadership in the UAE span multiple agencies and a focus on award-winning creativity, acquisitions, and growth, ensuring exceptional solutions for ambitious brands.
This fusion of local insight and international best practice ensures a perfect balance: we deliver purpose-driven, tailored solutions rooted in deep regional understanding
Why choose Initials Middle East?
- The only global independent agency in the region
- Backed by 20 years of global and regional experience
- A trusted partner to global brands like PepsiCo
- Agile, flexible, and culturally attuned
- Committed to developing local talent and building a positive people-first culture
