LEVEL11 Advisory runs on a deliberately high standard. Ten out of ten expertise is the baseline, not the achievement. The +1 is the clarity, the challenge and the uncomfortable question that turns competent work into work that changes something.
Founder Ghina Itani is blunt about what that does not mean. "I didn't build LEVEL11 Advisory to sell anyone more marketing," she says. "I built it to help leaders understand what the business actually needs before they spend another dirham trying to fix the wrong thing."
She started the firm in Dubai in 2025. LEVEL11 Advisory is a boutique brand, communications and growth advisory working with founders, CEOs and leadership teams across the GCC and MENA, with the practice structured to work across Europe and North America. It gets called in when a business has outgrown the way it explains itself and has to decide what changes next.
Five ways into a business
Clients engage the firm through five routes. Fractional marcoms leadership gives an organisation senior capability without committing to a permanent hire. Brand and communications advisory covers the positioning and reputation work itself.
Beyond those, LEVEL11 offers authentic storytelling and content, purpose-driven growth, and short advisory sprints built around one specific decision. Each entry point starts with the business rather than the campaign.
What the firm does not do is arrive with a campaign ready to run. Most of the marketing problems it is called in for turn out to be business decisions that were never fully made, and no amount of content resolves that. So the work begins by naming the thing that is not being said, then deciding what should be built.
Where reputation carries a price
Clients tend to be businesses where trust and reputation carry real commercial weight. That means F&B and hospitality, education, sustainability and climate, financial services, and purpose-led and culturally rooted ventures.
They arrive at moments of change: a new market, a merger, a founder stepping back, a category shifting underneath them, or a reputation that no longer matches the business behind it. Those are the points where an old story stops holding.
LEVEL11 works in Arabic, English and French, and treats cultural fluency as a working requirement rather than a decorative one. That matters most across the Arab world and its diaspora, where a brand that translates but does not belong is easy to spot.
Where the work usually lands
A typical engagement starts as a brief about marketing and ends somewhere else. An F&B business arrives asking for a rebrand because sales have flattened and the look feels tired.
Two sessions in, the real issue is that the company is running three different concepts under one name, and none of them is clearly the business. The brand is not confusing customers by accident. It is confused because the company has not decided what it is.
What the client leaves with is not a campaign. It is the decision about which business they are actually in, and the structure to support it.
What twenty years taught her
Ghina Itani spent more than twenty years inside the region's boardrooms and communications functions before starting the firm. She led brand, reputation and growth work through launches, mergers, crises and transformations across the GCC and MENA.
Her pattern recognition came from what kept repeating. Businesses rarely fail for lack of ideas. They stall because too many priorities, stakeholders and expectations compete at once, until marketing drifts away from the business it is meant to serve and leadership ends up treating symptoms.
She founded LEVEL11 Advisory in 2025 to work closer to the decision rather than downstream of it. No campaigns without a reason, and no decks that describe a problem everyone in the room already knows.
Her background spans regional groups, listed companies and sovereign-backed institutions, covering brand strategy, corporate communications, crisis and reputation management, merger communications, and government and stakeholder relations. In 2024 she was named a Global 200 Women Power Leader by White Page International.
Year one, and the model that follows
LEVEL11 Advisory marked its first year in August 2026, with clients across the GCC and MENA, and the practice structured to work across Europe and North America.
Through 2026 the firm is expanding its model beyond retained consulting. Focused advisory sprints, fractional leadership and cultural storytelling work are becoming the main shapes the engagement takes, each built on treating brand, growth and communications as one conversation rather than three separate ones.
Ten out of ten, in that model, is where the conversation starts. The +1 is where the work begins.
Founders weighing a brand or growth decision can reach the firm at level11advisory.com.
LEVEL11 Advisory
