Merivale marketing director and publicist launch new agency

Example is focusing on the hospitality, lifestyle and travel space providing marketing strategy, content, creative and digital services

Andrew El-Bayeh
Andrew El-Bayeh

Merivale’s former marketing director, Andrew El-Bayeh, and publicity manager, Rebecca Gibbs, have emerged with a new full-service agency targeting the hospitality, lifestyle and travel sectors.

Example is offering communications and marketing services including strategy, PR, digital, creative content, social media and sponsorship. In a statement, the company says it’s already teed up a strong list of clients including Jamie Oliver restaurant Group Australia, Fairfax’s City2Surf and Good Food Month, Merivale, Diageo World Class cocktail Week, Accor Hotels and Grill’d.

The founders, El-Bayeh and Gibbs, both previously worked together at Merivale. El-Bayeh joined the luxury events company in 2011 first as group venue marketing manager, before being promoted to commercial development manager then executive-level marketing director in 2015. Prior to this, he spent 10 years in the hospitality industry working in marketing roles at Keystone group and The Palace Group.

Gibbs was publicity manager for Merivale between February 2013 and January this year, having formerly worked as an account manager at LD Communications in the UK across events such as Live Nation, AEG Live and The Rolling Stones.  Prior to this, she was senior publicist for Sally Burleigh Public Relations in Sydney from 2006 – 2010.

“To achieve meaningful audience engagement requires thorough strategy and storytelling across all marketing touchpoints,” El-Bayeh said in a statement. “This is where Example is uniquely positioned to deliver real value for clients, creating distinctive campaigns that are innovative, cost effective and as meaningful as they are headline worthy.”

Example has also recruited Andrew Cavallaro, the former marketing director and commercial manager for GTI Tourism, as a marketing specialist to join the team. He spent several years in the UK working as senior marketing account manager for MDS, before running his own practice.

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