Earned creative agency Example unveils ‘Culture Practice’ to define its new era

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Earned creative agency Example unveils ‘Culture Practice’ to define its new era

(Pictured L-R: Lucy Karsai, Hepa Taahi, Chris Loukakis, Rebecca Jarvie-Gibbs, Alistair Hall, Andy El-Bayeh, Clarice Garcia, Matt Ogilvie, Julia Campbell)

Independent earned-creative agency Example has launched its new ‘Culture Practice’ positioning to demonstrate its evolved approach to integrated earned media and placemaking to create and amplify captivating places, products and experiences.


The agency’s remarkable seven-year journey is driven by a clear purpose: to push businesses and brands out of the world of marketing and into culture.

The new positioning is supported by new senior leadership hires across client service, strategy, creative, PR and a refreshed fluid brand identity signaling a new era for the agency founded in 2017 by Andy El-Bayeh and Rebecca Jarvie-Gibbs. With substantial experience in leadership roles at the hospitality powerhouse Merivale, the duo founded Example with a mission to authentically immerse brands in culture and captivate audiences.

To steer its growing client portfolio and cultural vision, Example has appointed seasoned creative and PR agency leader Matt Ogilvie as head of client service and senior lead of the agency’s Diageo brand portfolio. He joins with over 15 years experience in creative and PR agencies, most recently spending five years at TBWA\ Eleven where he contributed to the agency’s growth and has led multi-award-winning campaigns for Airbnb, Campari Group, Campbell’s Arnotts, Contiki and Kraft Heinz.

To spearhead the agency’s cultural creativity practice, Example has partnered with Karen Ferry as consulting executive creative director. Ferry is supported by a new creative team of Alister Hill (conceptual copywriter) and Lucy Karsai (art director) from McCann Sydney; alongside Hepa Taahi (senior conceptual designer) who will lead leading the agency’s growing studio, bringing with him a wealth of international experience from roles including Amsterdam’s 72&Sunny and his design brand Taaha.

Also in recent months, Example welcomed Chris Loukakis as head of strategy, previously at AnalogFolk where he led strategy for Afterpay, Pernod Ricard and Diageo. Joining him as senior strategist is Clarice Garcia who brings her expertise as a trend forecaster and strategist in Brazil and Australia working on brands such as Google, Netflix and Nestle. Together they will bring their global insigts and trend forecasting prowess to ensure brands truly resonate amidst the fast-changing cultural landscape.

Example’s new Culture Practice will be supported by an ambitious growth targets led by newly appointed, Julia Campbell, as head of commercial, following her pivotal role spearheading the growth of tech start-up Resy, later acquired by American Express and founding Women in Hospitality, a national membership organisation to foster the career development of women in the industry.

Speaking about the evolution of Example, CEO Andy El-Bayeh says: “While many chase short-lived trends, our ‘Culture Practice’ isn’t a mere positioning; it’s our promise and method driven to help brands earn their place in people’s lives and grounded in the ambition to make places people want to visit, communities they want to join, and experiences they can’t forget. We ensure brands aren’t just noticed but remembered. That’s the power of truly captivating work.”

Adds Jarvie-Gibbs: “Our new positioning as a Culture Practice talks to our expertise in action. Like our changing cultural landscape, Example is constantly evolving. Key to this is the assembly of brilliant talent, and our impressive new hires across strategy, creative, PR and brand bring a fresh wave of inspiration to Example.”

Example’s new Culture Practice is already in motion with exceptional earned-led work for clients including Diageo Australia, a five year partnership that has seen Example deliver award-winning campaigns for Smirnoff, Talisker, The Singleton, alongside QT Hotels, Merivale, Peru Tourism, and Grill’d.

In placemaking, Example’s recent projects include conceptualising an exclusive island resort in the Whitsunday to redefining the future of Sydney’s iconic Q Station, developing plans to revitalise a community pub in Erskineville, ushering Newcastle’s iconic Merewether Beach Hotel into a new era and envisioning a retreat in the Blue Mountains.