Dubai-based creative marketing agency hrmny has launched a new PR department, appointing Dana Oraibi as Director – Communications and Growth to spearhead its expansion into integrated communications.
The new department will unify strategy, storytelling, and earned impact, bringing together PR, influencer marketing, and experiential activations within hrmny’s creative ecosystem.
“We started as a music label that became a movement,” said Ayham Homsi, Managing Partner – Creative & Growth at hrmny. “Today, we are scaling that spirit into communications and events, and our goal is to sync creativity with PR and experiential so brands can connect with audiences in ways that feel authentic and relevant.”
Dana Oraibi brings nearly a decade of experience spanning luxury, fashion, beauty, lifestyle, and sports. She has a track record of creating campaigns that integrate brand strategy with PR, influencer marketing, and events, and is known for her culturally fluent approach to communications and building community-driven brand experiences.
“PR has been treated as transactional for too long,” Oraibi said.
“At hrmny, we’re building a department where communication feels as culture-first as the creative work itself,” she added.
The department will ensure all efforts—from PR and influencer campaigns to events—move in sync with culture and community. Oraibi noted, “From PR, influencer marketing, and events, everything we do will move in sync with culture and community. We’re already collaborating with leading brands, and this is just the beginning.”
With offices in Dubai and Riyadh, hrmny’s PR division aims to amplify the agency’s creative rhythm into stories and cultural moments that resonate. The agency has built its reputation on the belief that every brand has its rhythm and is now extending this philosophy to full-stack communication services.
“This isn’t just about adding another service – it’s about evolving how communications work in the region,” Homsi concluded.
