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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on



Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

When was this article posted?


Report Reveals the Channels That Really Influence Consumer Purchase Decisions

Read more

sorry, I did not see that my first attempt already posted.


5 ways Australian Unity is driving innovation

Read more

Examples of their "innovation": have had problems with them in their "innova...


5 ways Australian Unity is driving innovation

Read more

Examples of their "innovation": have had problems with them in other spheres.


5 ways Australian Unity is driving innovation

Read more

Latest Podcast

More podcasts

Sign in