Why Dual-Location Strategy Is Becoming Essential for Creative Brands
And How Martyn White Digital Leads the Way
The digital landscape is evolving faster than ever, and with it, the way creative brands approach social media. As design studios, luxury retailers, hospitality groups, and creative businesses continue to expand internationally, a new expectation has emerged: the need for strategic, culturally aware, dual-location social media management.
In recent years, the movement of brands between the UK and the UAE has accelerated significantly. Whether it’s British and European companies establishing a presence in Dubai, or UAE-based businesses launching new ventures in London or across Europe, the creative industry is becoming increasingly global. Audiences now span multiple markets, and brands must speak to them in a way that feels relevant, culturally considered, and visually aligned. This is where the dual-location strategy becomes not only useful, but essential.
Why Dual-Location Strategy Is Growing in Popularity
A dual-market approach enables brands to reach a broader audience, enhance visibility, and foster meaningful engagement across multiple regions. But the growth in popularity goes beyond reach. Creative brands today want their digital presence to feel authentic in each location. They need social media strategies that:
Reflect regional trends, nuances, and cultural calendars
Understand audience behaviours in each market
Support in-person activations, launches, and events
Maintain a unified brand identity while adapting content locally
Leverage opportunities in both established and emerging design hubs
The UK and UAE, in particular, are two of the world’s most influential creative regions. London remains a powerhouse for design, architecture, interiors, and craft, while Dubai is rapidly becoming one of the most exciting global centres for culture, luxury, and innovation. Brands operating across both benefit from visibility in two thriving markets, but only if their social presence is managed with a level of care that reflects both worlds.
Why Martyn White Digital Is Uniquely Positioned to Support Dual-Location Growth
As more brands adopt international expansion strategies, many are now asking for dual-location social media support. Martyn White Digital is in a rare position: grounded in experience across both the UK and the UAE, with a deep understanding of the creative sector and its audiences.
This unique approach combines cultural relevance with practical, on-the-ground involvement. My work includes:
Developing bespoke strategies tailored to both UK and UAE audiences
Creating content that resonates in each market while maintaining a cohesive brand narrative
Advising on cultural differences that influence engagement, timing, and platform behaviour
Offering in-person content creation, showroom visits, and event coverage whenever possible
Being present in both locations enables me to attend key industry events, from Dubai Design Week to Decorex in the UK, ensuring brands gain real-time content, deeper storytelling, and representation during major milestones. While I am only one person and cannot attend every event, clients value having a digital expert who can be physically present when it matters most.
What makes this service especially rare is the combination of creative industry expertise and international mobility. Many agencies offer multi-market strategies, but few specialise exclusively in design and creative brands. Even fewer understand both regions deeply or provide personal in-location support. Martyn White Digital bridges that gap.
Why Dual-Location Strategy Matters for Creative Brands Today
For design, interiors, architecture, and luxury lifestyle brands, connection is everything. Audiences want to feel part of a community, and that community increasingly spans continents. A dual-location social strategy offers:
Higher visibility across multiple key markets
Better alignment between physical presence and digital storytelling
Opportunities to showcase events, launches, and collaborations in real time
A competitive edge in industries where international awareness is becoming the norm
Balanced with strong narrative development, consistent posting, and clear brand positioning, a dual-location strategy helps creative brands establish authority far beyond their immediate environment.
Supporting Both Dual-Location and Single-Market Brands
Although this service is becoming increasingly popular, not every brand needs an international approach. Martyn White Digital continues to work with many successful single-location businesses, each receiving the same level of bespoke strategy, creativity, and expertise. Examples of these can be found across the client list, representing some of the UK and UAE’s most respected names in design and lifestyle.
For those considering expansion or already active in multiple regions, dual-location digital management ensures that their content reflects the full scope of their brand story; locally, internationally, and creatively.
