What we solve
Nation Branding and International Information Campaigns
We help countries, regions, and government institutions shape how they are viewed abroad and communicate their positions to both the general public and decision-makers.
Thousands of sources shape perceptions of a country: news, search results, preconceptions, Wikipedia articles, expert opinions, AI assistant responses, and visitors’ personal experiences. You can’t manage this with a single slogan or advertising campaign. We begin by researching what target audiences in priority countries actually think, and we build our strategy from that starting point. Our practice draws on experience from campaigns in the US, Europe, the Persian Gulf, Turkey, and Central Asia, as well as the firm’s own journey from a regional player to an international one.
Services
Nation Branding
Research foundation: how a country or region is perceived by key audiences, which perceptions are outdated, and what gaps can be filled. Based on this, we develop positioning, a narrative, visual identity, and an activation plan that unites government institutions, business, culture, and science into a single story.
International information campaigns
We plan and execute single and multi-country campaigns in priority regions across media outlets, digital channels, expert forums, and events. We select speakers, prepare materials in target market languages, and engage with editorial teams, think tanks, and opinion leaders, while also monitoring how the campaign appears in search results and AI-generated responses. Our teams in Washington, Dubai, and Baku manage campaigns across time zones when needed, and our in-house production capabilities let us create content internally, keeping costs relatively low.
If this is the kind of situation you are dealing with, the first conversation is confidential and with a senior member of the team.