Umami Comms, a creative PR agency known for its work in food, beverage, and hospitality, has established Good Juju, a spin-off ?Ç£agency-within-an-agency?Ç¥ aimed at servicing lifestyle and design-led brands across sectors such as tech, apparel, automotive, and e sports.Founded in 2017 and operating with about 40 staff, Umami Comms has built its reputation through high-impact campaigns and brand collaborations in Dubai and the wider GCC region. Its portfolio includes major activations for venues like Galaxy Bar, Tashas Group, and LPM Doha?ÇÖs anniversary event.?Ç£We have a hungry, young and creative team that has been shaking things up for the last number of years, and I strongly believe that we are ready to go toe-to-toe with the big agencies in all sectors. This is intrapreneurship in action: it?ÇÖs an agency built by our team, for our team that wants to challenge the status quo. They?ÇÖre not content to watch brands that they love from other sectors go to another shop ?Çô they?ÇÖre stepping up, creating desire and taking the reins themselves, and I?ÇÖm here for it. I'm excited to see what we can do next,?Ç¥ said Colin Hutton, Founder of Umami Comms & Good Juju.Specialist boutique agencies are increasingly emerging across the Middle East. Earlier this year, PR veterans Nick Zonnios and Lauren Hunt launched Zonnios\&Hunt, a consultancy offering tight strategic counsel and storytelling services. Meanwhile, global networks continue to expand in the region. For example, DEPT opened its Bengaluru hub, and Ogilvy recently appointed Sharon Ooi as Chief Talent Officer for Singapore and Malaysia .Against this backdrop, Good Juju joins a growing cohort of agile, mid-sized consultancies pushing into diversified verticals?Çöleveraging flexible, creative teams to challenge larger network agencies for brand mandates in lifestyle, design, and tech.What Good Juju OffersWith a clear focus on experiential, design-driven communications, Good Juju draws on Umami?ÇÖs existing strengths in event curation, brand partnerships, and creative storytelling. The new arm positions itself to deliver:Good Juju is expected to roll out its first standalone campaigns by Q3 2025. With a youthful and dynamic leadership, the spin-off aims to rapidly carve out market share among lifestyle and design-led brands in the UAE and broader GCC region. It will compete for business with both international consultancies and emerging boutiques?Çöincluding those from PR veterans and global marketing networks.