• Transform magazine
  • November 29, 2023


Brand Lounge launches new agency following PeopleMena acquisition


Operating out of Dubai, Brand Lounge People (BLP) is set to focus on brand culture and people. The purchasing of PeopleMena aims to further Brand Lounge’s commitment of maximising brand value and developing differentiated brands.

PeopleMena’s founder and former CEO, Hussein Wehbe, will lead the new practice. A former advisor at the UAE’s Prime Minister’s Office and with two decades of experience in brand strategy, Brand Lounge believes Wehbe will bring strong expertise to the newly formed agency.

He comments, “I am delighted to join forces with Brand Lounge to empower leaders, brands and individuals to achieve success. We are committed to collaborating closely with brands to help them maximise their value by creating strong and balanced brand cultures that inspire workplace excellence, productivity, and personal growth for their people."

Founded in 2006, Dubai and Riyadh-based brand consultancy Brand Lounge has boasted a strong roster of clients through the years, including Emaar Group, Del Monte, Michelin and P&G. Its founder and CEO, Hasan Fadlallah, says, “Today, we proudly announce our acquisition of PeopleMena, marking the inception of BLP, a Brand Lounge Culture Practice. This strategic leap underscores our unwavering commitment to our region, delivering unparalleled brand consultancy services and pioneering innovative solutions for our esteemed partners and prospects.”


BLP will have a regional and global outlook, seeking to establish itself as a leading provider of brand culture services and offering specialised services in brand culture management, executive placement, employer branding, leadership training and culture transformation.

Mohamad Badr, chief strategy officer and head of growth at Brand Lounge, adds, “This acquisition is instrumental to our growth plans as it empowers us to create even more value for brands. Culture is the third dimension of our differentiation philosophy and plays a significant role in addressing some of the most challenging pain points brands encounter. By focusing on the core asset of a brand – its people – we aim to further differentiate brands and support organisations in developing value-based workplace cultures.”