In communications, scale is often mistaken for success. New markets, larger teams and rapid expansion can create the appearance of growth, but without the right foundations, they rarely translate into long-term value. Over the past 16 years, building QComms has reinforced a simple belief: sustainable growth with intention, not aggressive scaling, is what creates resilient agencies.
When I co-founded QComms in 2010 with my business partner, our ambition was not expansion. Our focus was to raise the standard of communications in the region by creating an agency that combined strategic rigour with creativity and operated as a genuine partner to clients.
As two young women coming from hotel backgrounds, we had worked closely with agencies on the client side and saw a clear market gap for hands-on, commercially minded, and insight-driven counsel. This perspective shaped how we approached the business from day one. Like many independent agencies, the early years required patience and resilience. Without an established portfolio, credibility had to be earned project by project. Learning to recognise the value of our work, and pricing it accordingly, was an important lesson.
Reputation is built through consistency, not speed. At QComms, we adopted a mindset of openness and adaptability from the outset. We took on unfamiliar briefs, entered new sectors and established new capabilities as the market demanded. The willingness to evolve empowered us to grow from a boutique, events-led consultancy into a fully integrated communications agency spanning PR, digital and brand strategy. However, while our capabilities expanded, our growth remained deliberate.
Within an industry that emphasises rapid expansion, our experience indicates that deliberate and measured growth leads to more sustainable and robust results. Headcount and geographic footprint are by-products of success, not the strategy itself. The real differentiator is culture because in communications, the people are the business.
As our team continued to grow, it became clear that culture needed to be intentional and structured. Creativity thrives when supported by clear processes, accountability and strong leadership. Establishing that balance was critical to sustain the quality as we scaled. That said, one of the most consequential decisions we made was investing early in a dedicated People and Culture function. At the time, it felt ambitious for a growing agency, but it proved transformative. A clear focus on recruitment, developing talent and implementing cross professional development initiatives have directly influenced employee retention, engagement and the calibre of work we deliver.
In our minds, this is especially important for the female workforce, who still predominantly take on vital roles both at work and home. Women represent 90 per cent of our team, and our leadership across senior and department head roles are currently all female. Our company initiatives such as flexible start times, hybrid working, supporting mothers, and half-day Fridays are not just symbolic; they are practical measures designed to support long-term careers and ensure we retain experienced talent.
At QComms, we believe continuity within the team ultimately drives better results for clients. This stability has enabled us to build lasting partnerships with brands such as Hyatt, Costa and Aldar, while taking on increasingly ambitious mandates – from regional launches to high-profile campaigns including DHL’s collaboration with Mo Salah, The Wilds with Bear Grylls, the Kayan Wellness Festival, and the launch of Arcadia British School. These projects reflect an important reality: sustainable growth is fuelled by trusted relationships and capable teams, not rapid expansion alone.
In communications, qualities such as empathy, collaboration and emotional intellect are sometimes underestimated. At QComms, we believe they are critical commercial strengths. Understanding people, teams, clients and audiences alike, underpins effective strategy and meaningful impact. These are not “soft” skills; they are business essentials.
Growing our presence in international markets such as the United Kingdom followed the same principle. It was a strategic decision driven by market demand and strong economic ties between the UK and GCC. Being closer to those clients allowed us to offer enhanced integrated support, while maintaining alignment with our core markets. Equally important was ensuring that our culture, standards and leadership approach translated consistently across operating markets.
After 16 successful years in the industry, QComms has grown from a homegrown boutique agency in the UAE into an international player, while maintaining culture, quality and purpose that defined our early days. Our approach has remained consistent: build carefully, invest in people, and scale with intention.
For aspiring female entrepreneurs, my advice is simple: begin now! The perfect time will never come. Sustainable success comes from taking decisive action, adapting when necessary and staying focused on long-term value rather than short-term profits. You do not need to chase growth. You need to commit to excellence. Build carefully, lead with integrity and surround yourself with people who raise the standard every day. When you focus on being the best, not simply the biggest, scale becomes a by-product of your success.
By Katie Harvey, Managing Partner at QComms.
