Entering the UAE market
You are new here, or new to this audience. We set the positioning, map the media and the people who matter, and run the launch.
WE HELP BUSINESSES GROW
The Brill Collective
We work out where a business should grow next. Then we help you take it there.
Growth is a decision before it is a campaign. Clients come to us to enter a market, launch something, protect a reputation or work out what to do next. We have done that work for government, education, sport, consumer products, wellness and private business.
Selected clientsARKHECreative Media AuthorityGeorgetown UniversityDulsco GroupEmirates Dubai 7s
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What we do
Four reasons clients call us.
Getting the business talked about
Brand narrative, campaigns, media relations, influencer and content work. Aimed at the people who buy.
Protecting a reputation
Corporate communications, executive profiling, thought leadership and stakeholder work for organisations that operate in public.
Deciding what to do next
Advisory for leadership teams weighing a new market, a new product or where the next budget goes. This is where Look Both Ways came from.
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Selected work
What the client needed, what we did, what it was for.
01 · Performance wellness
ARKHE
The challenge
Build a new performance wellness club in Dubai from a business concept into an established members' club.
What Brill did
Positioning, launch strategy and communications, from the early concept through to the club opening in Dubai Marina and building its first season of membership.
What it was for
Make ARKHE a name the Dubai wellness market knows, trusts and joins.
02 · Sport and entertainment
Emirates Dubai 7s
The challenge
Keep a major regional event culturally relevant and turn attention into attendance.
What Brill did
Integrated press, influencer and paid media across two consecutive events.
What it was for
Build reach around the event and support ticket sales in the UAE.
03 · Government and culture
Creative Media Authority
The challenge
Bring Abu Dhabi's creative institutions closer to young regional talent.
What Brill did
Content strategy, cultural campaigns, red-carpet activity and communications for CNN Academy, Arab Film Studio and Creative Lab.
What it was for
Grow awareness of Abu Dhabi as a place to build a creative career.
04 · Executive education
Georgetown University
The challenge
Make a global university offer relevant to senior professionals in the region.
What Brill did
Regional brand localisation, communications, conferences and asset development for the IBP and EMBA programmes in Dubai.
What it was for
Support understanding and enrolment among the programmes' regional audience.
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The Brill Method
Five things we look at before deciding what a business should say, do or prioritise next.
The Brill Method looks at a business from five connected perspectives. Together, they show us where the real opportunity sits, what may be getting in the way, and where communications can make the biggest commercial difference.
BBrandWhat do you stand for, why should anyone choose you, and can people understand it quickly?+−
We look at your positioning, proposition and narrative to establish what is genuinely distinctive and commercially relevant.
RRealityWhat is actually happening around the business?+−
We look beyond the internal view at the market, customer behaviour, competitors, cultural context and commercial conditions shaping demand.
IInfluenceWho needs to know you, trust you or choose you?+−
We identify the audiences, stakeholders and decision-makers that matter, what influences them and where your business needs to show up to change perception or behaviour.
LLeverageWhat do you already have that could work harder?+−
We look at existing relationships, reputation, content, partnerships, expertise, data and activity to identify where there is untapped value and where effort is being wasted.
LLeadershipWhat needs to happen inside the business for the strategy to work outside it?+−
We look at leadership priorities, decision-making and internal alignment because the strongest external strategy will stall if the people responsible for delivering it are pulling in different directions.
The result
A clearer view of what matters, what does not right now, and where Brill can make the biggest difference.
The Method gives us the strategic foundation for everything that follows, from positioning and communications strategy to reputation, market entry, campaigns and growth decisions.
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About Brill
We are a core team of senior female strategy and communications leaders, with a specialist collective of 200+ independent consultants.
We are senior women who have spent our careers on this work, for government, education, sport, consumer goods, wellness and private businesses. The same senior people continue to lead your project, and we bring in a specialist when required.
The Brill Collective was introduced in 2023 as a disruptor model to the communications agency sector. The core team owns the relationship, the strategy and delivery. Specialists join for media, content, sector knowledge or execution on the ground in the region.
You get senior attention, one point of accountability and the right skills at each stage of the work.
Founder · Outside In
Amy Brill
Amy is the founder of The Brill Collective. She spent six years leading M&C Saatchi's PR business across the Middle East, growing it year on year.
She works with founders and leadership teams to understand their market, customers, proposition, reputation, influence and relationships. Her Outside In perspective finds the opportunities a business can use more fully.
Amy created the BRILL Method and leads the Outside In perspective for Look Both Ways.
CFO and COO · Inside Out
Cat Fairman
Cat is an ACCA Chartered Accountant and CFO and COO of The Brill Collective, with experience growing companies in the GCC, APAC and the UK.
She examines the commercial reality underneath growth: where profit comes from, which clients and services are worth pursuing, where capacity sits and what each growth decision requires from the business.
Cat brings that commercial and operational perspective to the BRILL Method and leads the Inside Out perspective for Look Both Ways.
A Brill Collective programme
Look Both Ways
For businesses and founders who have built something that works and are at a crossroads with how to grow it.
Look Both Ways tests each option twice. Once against the market, the customer and the demand. Once against the model, the margin, the team and the capacity to deliver it.
Two ways to use it. Our team comes into the business and does the work, or you join the six-week cohort for female founders and run it yourself.
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Questions we get asked
Where do you work?
Dubai is home and the work is worldwide. Most of it happens over video calls, so location rarely limits who we can help.
Who do you work with?
We work with a variety of global and local brands across consumer goods, wellness and entertainment as well as government and cultural bodies, universities and sport institutions, plus private businesses with something to reach a market with.
Are you a PR agency or a consultancy?
Both sides of that. Most projects start with the business question and the positioning, then run through to press, content, campaigns and events.
How do we start?
Send an enquiry through the contact page and we will set up a call. If you are still working out the question, take the two-minute diagnostic first.
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Start with the two-minute diagnostic
Eight questions about the business.
The Business Clarity Diagnostic takes about two minutes. It points to the part of the business that needs a closer look before you decide on what's next.