Agencies expand partnership from UK to Dubai

The Romans and CORQ expand partnerships to build relationships between brands and influencers


The Romans and CORQ have expanded their partnerships from the UK to Dubai.

The agency and influencer intelligence firm aim to build more authentic partnerships between brands and influencers in the Middle East.

Ally Dewar, Head of Dubai at The Romans and Corq CEO and Founder, Sara McCorquodale, speaks to Campaign Middle East on what makes a successful influencer partnership.

Ally Dewar, Head of Dubai at The Romans and Corq CEO & Founder, Sara McCorquodale, speaks to Campaign Middle East on how to build more authentic relationships between brands and influencers

Women shaping influencer marketing

Women dominate every aspect of the global creator economy. 

According to data released by Statista in 2022, eighty-two per cent of social media influencers are female.

To those working in the industry, this comes as no surprise. Women are the trailblazers, the dynamic force making social media platforms so compelling – both in front of the camera and behind the scenes. 

 Females dominate on influencer platforms largely because the platforms are where consumers gravitate to congregate, discuss, decompress and get real about our complex world. 

It’s the self-deprecating, confessional videos after a truly infuriating work day or school run. The atmospheric snapshots after picking up the keys to a new home. vlogs following a day in the life, from lunch prep to commuting to skincare routines. 

It’s the brutally honest captions admitting anxiety, feelings of inadequacy and failure. Female influencers create places to talk candidly about the big, small, everyday and extraordinary – sometimes all at once. 

 This content has been a connector for many women to find like-minded communities online.  As a result, we’re seeing a shift in brands prioritising partnerships with influencers who represent real life, with active followers engaging in everyday topics.

UAE social media landscape 

It’s no secret the Middle East is home to some of the world’s most influential social media personalities.

Global audiences are familiar with stars such as Karen Wazen, Ascia AKF and Huda Kattan, but their content is more aspirational than relatable to daily life. 

Consumers are used to opening social media apps to see influencers donning lavish clothing and consuming mouth-watering cuisine against stunning backdrops showcasing the region’s hospitality and luxury industry.

Influencer spend in the UAE is expected to rise to 81 million USD by 2027, up from just 9 million a decade earlier up (800 per cent). And this tends to be a female-dominated space.

How brands can get the most out of influencer partnerships

Every brand wants to establish an authentic and culturally resonant voice. To do this, they must tap into consumer conversations where they occur and leverage prominent voices driving the conversation. 

This can be done through big creative campaigns and integrating into daily human conversations through traditional PR and social media strategies.

Having strong networks of influencers allow them to market consistently, build effective affiliate programs, test concepts with their target demographics and create a resilient revenue stream driven by social commerce.

But the key isn’t just to find profiles that align with brand values; it’s about identifying the individuals willing to collaborate to tell a meaningful story. 

It’s about closely co-creating content that resonates with the influencer’s personal brand and client brands.

 Authentic narratives from domestic creators are what every smart brand should be pursuing.This will drive growth and innovation – and women should be at the forefront.