Dubai-based brand transformation company combines entrepreneurial thinking, advertising fundamentals and its own AI-powered operating system.
The Refreshment Club (TRC), a Dubai-based brand transformation company, has been ranked #1 Independent Agency and #3 Creative Agency overall in MENA at D&AD 2026, one of the world’s most prestigious creative awards. Globally, it places #19 among Small Independent Agencies, just eighteen months after relocating its headquarters to Dubai.
Entrepreneurs first, an agency second
Founded by CEO Alix Petit Kece and Founder and Chief Creative Officer Onur Kece, TRC brings more than 20 years of combined entrepreneurial experience. Before launching the agency, the founders built and ran consumer and fashion businesses. TRC is recognized for its innovative approach to creativity and business development.
“We came into the agency world as entrepreneurs first,” says Alix Petit Kece. “We’ve built brands ourselves, so we don’t separate the creative idea from the product, the customer or the business. Clients need desirability that translates into growth.”
Advertising fundamentals, powered by CAOS
At the heart of TRC’s approach is CAOS (Creative Agency Operating System), an AI-powered platform built around the agency’s knowledge, references and creative thinking. It connects strategy, cultural intelligence, creative development and production.
“Communication will always be about creating relevant, memorable work to make people stop, think and feel,” says Onur Kece. “With CAOS, we operate with more agility than ever, connecting to culture as it happens.”
Global by design, Dubai by choice
TRC works with international clients and governmental bodies across luxury, fashion, retail, wellness, lifestyle, design and architecture in Europe, the United States and the UAE, from major destinations such as Westfield to pioneering wellness concepts. Recent work includes a commercial campaign for FACES across the GCC, Saints-Pères Paris, whose Extra Virgin Bar concept received recognition at D&AD 2026, and an AI-produced bridal campaign for a luxury fashion house.
“We bring the global to Dubai, and through our creative work, we take Dubai to the world,” says Onur Kece.
The founders also run the School of Future Fundamentals, helping marketing and creative leaders explore how emerging technologies can build brand equity.
