Case study · Professional services · Dubai · 2025 to 2026
One idea, carried across the regional press.
Building a regional voice for Migrate Group's chief executive, Nick Walsh, around one idea: the missing middle of independent agencies in the Gulf.
idea carried through every piece: the missing middle
outlets: Communicate, Campaign Middle East, the Marketing Society and Mira Business FM
judging seat for ExchangeWire's The Wires 2026
The challenge
A point of view worth carrying.
Migrate Group helps international agencies set up and grow in the Middle East. Its chief executive, Nick Walsh, needed a point of view the region's marketing press would want to carry.
What we did
One idea, said in the right places.
We built his positioning around one idea, the missing middle of strong independent agencies in the Gulf, and took it to the editors and producers the region's marketers follow. Behind the media work sat a LinkedIn operating system for the leadership team: a style guide giving six leaders their own voice and lane, and a content pipeline mapped to the PR plan.
Not another agency founder. The voice of the missing middle.
The results
From Campaign Middle East to the studio at Mira Business FM.
Dec 2025
Communicate interviews Nick on why GCC brands no longer want one-size-fits-all agencies.
Jan 2026
Campaign Middle East runs his opinion piece on why the GCC needs the missing middle of independent agencies, followed by a Marketing Society think piece.
Feb 2026
Nick goes live in studio on Morning Drive, Mira Business FM.
Mar 2026
ExchangeWire invites him onto the global judging panel for The Wires 2026.