Dubai-born creative marketing agency hrmny has officially launched a PR department to expand its services, appointing Dana Oraibi as Director – Communications and Growth to lead the new initiative. The move aims to unify strategy, storytelling, and earned impact under one roof, integrating PR, influencer marketing, and experiential activations into hrmny’s existing 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.”
With nearly a decade of experience spanning luxury, fashion, beauty, lifestyle, and sports, Oraibi has delivered campaigns that seamlessly connect brand strategy with PR, influencer marketing, and live experiences. She is recognized for her culturally fluent approach and ability to create community-driven brand stories that resonate across audiences.
“PR has been treated as transactional for too long,” said Dana Oraibi. “At hrmny, we’re building a department where communication feels as culture-first as the creative work itself. 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, the newly launched PR department reinforces hrmny’s commitment to amplifying cultural rhythms into stories and moments that resonate both on the streets and in the boardroom. The agency aims to deliver campaigns blending creativity with cultural fluency, ensuring every message is impactful, authentic, and memorable.
“This isn’t just about adding another service – it’s about evolving how communications work in the region” added Homsi.
The launch of the PR department signals hrmny’s dedication to full-stack communication services, enabling brands to connect with audiences in meaningful, culturally relevant ways while aligning strategy, creativity, and earned impact.
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