5 days ago
UK-based creator agency Buttermilk expands to MENA region
Buttermilk, a community-driven content creator agency founded in the UK, has expanded its operations to the Middle East with the launch of two offices in Dubai and Riyadh.
Driven by the large scale of opportunity the region provides, the move aims to reflect Buttermilk's long-term vision for global growth.
The expansion is also motivated by how the Middle East is one of the fastest-growing global markets for luxury, beauty, fashion, sport, and lifestyle – sectors where Buttermilk claims to have a proven track record.
'Dubai and KSA represent two of the most dynamic opportunities in the global creator economy,' said Motez Touqmatchi, Co-Founder, Buttermilk.
The growth also aims to build on the agency's experience with high-profile activations and partnerships across the region. Therefore, the expansion marks a shift from project-by-project collaborations to fully operational, on-the-ground hubs.
'Dubai's market is mature, globally connected, and already understands the value of creators – making it a perfect fit for our capabilities in luxury, beauty, and fashion. KSA, meanwhile, is in the midst of an extraordinary transformation, with giga projects and a growing domestic market fuelling demand for new forms of storytelling,' he said.
'As an Arab from this region, this expansion is deeply personal – it's about contributing to the creative industries here in a meaningful way, building long-term partnerships, and supporting the talent shaping the Middle East's future,' he added.
Buttermilk has appointed Haneen Bader as MENA Account Director to lead its Dubai office. Her experience includes delivering high-impact, creator-led campaigns for global brands and government entities.
'Having called this region my home for over 25 years has been a privilege,' Bader said on her appointment.
'The Middle East's creativity is rooted in its rich heritage and the hustle of its people. At Buttermilk, we help global brands connect with that energy in an authentic way. I'm proud to grow alongside the talent shaping MENA's future.
Bader is supported by a wider leadership team driven by Touqmatchi, and supported by Bashayer Aljanad, who has been with the agency since November and heads the Riyadh office and lead growth in Saudi Arabia.
The agency claims its UGC-driven model lets brands scale creator programmes without losing the craft or cultural relevance that makes the work resonate. Since expanding its MENA presence, Buttermilk claims it has continued activating major partnerships across the region.
Finally, the agency claims to be working on several upcoming projects that will further showcase its ability to blend global creative standards with regional cultural fluency.
