A Dubai base. European habits.
Dubai puts us a short flight from the markets our clients care about and in the same working week as most of them. The way we run things comes from somewhere else entirely.
Why we exist.
Influencer marketing in travel got very good at looking busy. Campaigns are booked, posts go up, screenshots go into a deck, and nobody can say afterwards whether any of it changed a booking.
We started from the opposite end: what would a brand need to see before renewing a creator partnership for a second year? That question rules out most of what the industry sells. It rules out follower-count buying, one-off sponsorships and reporting built on impressions.
What is left is slower, smaller and considerably more durable. That is the business we are in.
How we work.
Four positions we hold even when they are inconvenient.
- We would rather lose the brief than pad the list
- If we do not have three creators who genuinely fit, we say so instead of adding a fourth who nearly does. This costs us work occasionally. It has never cost us a client.
- The number on the profile is the least interesting number
- Audience geography, comment quality, growth shape and repeat performance tell you what a partnership will do. Follower count mostly tells you what it will cost.
- Everything expensive is a detail nobody wrote down
- Usage rights, exclusivity, reshoots, approval rounds. We settle these before production, which is why our campaigns rarely produce invoices anyone argues about.
- A report that only contains good news is not a report
- We name what underperformed and what we would do differently. Brands stay with agencies that tell them the truth in quarter two.
One hub, one network, no offices in between.
We are deliberately small at the centre. The reach comes from the creator network, not from a chain of branch offices that each need feeding.
Practically: one team in Dubai that knows every account, and vetted creators in the places your audience is already looking at.
- Dubai
- London
- New York
- Singapore
- Cape Town
- Sydney
- Tokyo
- São Paulo
- Bali
Two ways in.
Brands tell us what they are trying to move. Creators send us their work. Both start with the same short message.