Experiential agency Collaborate has named Gregory Mardikian as General Manager for the Middle East and Africa, as the independent brand experience agency continues its regional expansion.
Mardikian brings experience from brand experience, marketing, communications and business transformation, having built and scaled operations across Saudi Arabia, the UAE and the broader Middle East. His background has seen him work across global agency networks, where he led regional operations, and independent agency leadership, having previously founded his own experiential agency. Sectors across which he has worked include tourism, government, destination marketing, FMCG, automotive, banking and telecommunications.
Ben McMahon, CEO at Collaborate Global, said the appointment reflected both the scale of regional ambition and the specific demands of the market. "Despite current circumstances, the Middle East represents one of the most significant growth opportunities in our industry right now," he said. "The scale of ambition here is unlike anywhere else, but what truly sets this region apart is the willingness to think differently, move fast and create experiences that shape culture, communities and economies. Gregory brings exactly the market knowledge, entrepreneurial instinct and delivery expertise this region requires."
Mardikian said experiential had moved beyond a supporting role. "Experiential is no longer a supporting channel – it has become a core business driver," he said. "In a world where connection has never mattered more, the organisations that invest in genuine shared experiences will be the ones that build the trust and relationships this region needs to thrive."
Collaborate has established operations in Saudi Arabia and the UAE and a growing presence across Africa. The London-headquartered independent agency reported a fourfold revenue increase over the past three years and was ranked among the top five global experiential agencies by The Drum in 2025. Clients include eBay, Hyundai, TAG Heuer, Nike and Aston Martin.