Tell us about yourself and your background
I’m Nick Walsh, founder of Migrate, and I’ve spent the last 17 years building, leading, and developing agencies across the Middle East. My career journey has taken me through some of the world’s most respected advertising and communications networks, including WPP, Ogilvy, Geometry, VMLY&R, and VML. Over nearly two decades, I’ve gained deep experience in creative leadership, strategic planning, client development, and agency growth.
From my earliest days in the industry, I was fascinated by the interplay between creative excellence and business strategy, how agencies could deliver bold, innovative campaigns while also driving measurable growth for their clients. Working across the Middle East, I had the privilege of seeing this dynamic up close, and I quickly realised that this region offered unparalleled opportunities for agencies, but also presented unique challenges.
One of the most significant insights I gained over the years is that talent alone isn’t enough. Even the most creative and capable agencies can struggle when entering new markets. Cultural nuances, regulatory hurdles, and network gaps often derail expansion plans. Many agencies underestimate the effort required to establish themselves in the Middle East, and as a result, more than 60 per cent of agencies fail to take hold. Having witnessed this repeatedly, I realised there was a real need for a partner who could help agencies navigate these complexities and succeed. That insight planted the seed for Migrate.
Tell us about your new venture, Migrate, and what led you to founding it.
Migrate is a new type of business that helps independent specialist agencies expand internationally, with a focus on the Middle East. Our mission is simple: to make agency expansion smarter, more manageable, and more successful. We do this by managing every step of the migration process, from headquarters to a new market, with precision, local insight, and strategic planning.
The inspiration for Migrate came from years of observing agencies’ struggles in the region. I saw agencies arrive with global ambitions, fantastic creative work, and high expectations, only to be hampered by operational challenges, a lack of local networks, or insufficient market understanding. These agencies often expend enormous effort and resources with little to show for it. It became clear to me that there was a gap for a solution that doesn’t just offer advice but actively executes the expansion process and aligns its interests with those of the agencies themselves.
Migrate fills that gap. We provide everything an agency needs to establish a presence in the Middle East, from market insights and business setup to leadership guidance, talent acquisition, client introductions, RFP support, and operational systems. And importantly, we partner through an equity stake or revenue-sharing model in the Middle Eastern operations of the agencies we help, ensuring we are invested in their long-term success.
Why the Middle East?
The Middle East is one of the most dynamic and rapidly evolving markets in the world. Economically, the region is diversifying, with governments investing heavily in sectors such as technology, entertainment, tourism, finance, and healthcare. This diversification has created immense opportunities for agencies that can deliver specialised, high-quality, and culturally relevant services.
At the same time, the Middle East presents unique challenges. Every country has its own regulatory framework, business customs, and market dynamics. For example, entering the UAE requires a different approach than entering Saudi Arabia or Qatar. Building a local team, understanding labour laws, and navigating regulatory compliance can be complex and time-consuming. On top of that, cultural sensitivity is critical; what works in one market may fail in another.
Having worked in this region for 17 years, I understand these complexities intimately. By establishing Migrate here, we can leverage that expertise to help agencies avoid pitfalls, de-risk expansion, and accelerate growth. In short, we help agencies focus on what they do best, creative and strategic excellence, while we handle the operational and market complexities.
Who do you work with?
We primarily work with independent, specialist agencies looking to expand their international footprint. These agencies typically have deep expertise in creative, digital, communications, branding, content production, and marketing strategy. They are ambitious, globally minded, and looking to scale, but they often lack the time, resources, or local knowledge to navigate expansion successfully.
In addition to agencies, we work closely with brands. Brands are increasingly seeking partners that are operationally ready, culturally aware, and capable of delivering high-quality solutions in the region. By helping agencies establish a strong foothold, we create a network of trusted, reliable partners for brands, ensuring that they have access to the right expertise when they need it.
What services do you offer, and how do you help agencies succeed?
Migrate provides a full suite of services designed to make expansion seamless and sustainable. Our offering includes:
- Business Setup & Registration: We ensure agencies are legally and operationally ready to operate in their chosen market. This includes licensing, registration, and navigating local regulatory requirements.
- Leadership Guidance & Talent Acquisition: We recruit local talent, establish leadership structures, and provide operational support to ensure agencies have the right team in place.
- Market Insights & Location Scouting: We provide actionable intelligence on markets, target clients, competitor landscapes, and optimal expansion locations.
- Business Proofing & Positioning: We ensure global entrants have a full got to market strategy and are positioned for the needs of the region.
- Client Introductions & Networking: We connect agencies with local clients, partners, and key stakeholders to accelerate business development.
- RFP Support & Commercial Strategy: We help agencies pitch successfully, develop commercial strategies, and optimize operations for profitability.
- Systems Implementation & Operational Support: We establish the tools, processes, and operational frameworks needed to scale efficiently and sustainably.
By providing these services in a hands-on way, we address the reasons why many independent agencies fail when entering the Middle East. Without local expertise and networks, agencies can struggle with compliance, talent, client acquisition, and cultural adaptation. Migrate removes these barriers, giving agencies a head start in the region.
What is your USP?
Our USP is our end-to-end, delivery-focused approach. Unlike consultancies that provide advice and leave agencies to implement it themselves, we actively manage the migration process. By taking a revenue share or equity stake in the Middle Eastern operations of agencies we help, we align our success with theirs. We’re not just service providers, we’re partners, invested in long-term growth.
We’re also launching the first independent agency directory in the Middle East, helping brands navigate the agency landscape more efficiently. This directory will be a centralised resource, highlighting operationally ready, capable, and specialised agencies. It will benefit both agencies and brands by increasing visibility, credibility, and connectivity in the region.
In addition, we are collaborating with the UK Alliance of Independent Agencies to establish a regional network. This initiative focuses on building community, capability, and connectivity among independent agencies in the Middle East. By fostering collaboration, knowledge-sharing, and networking, we aim to strengthen the ecosystem and enable agencies to succeed collectively.
What is the biggest opportunity for global independent agencies in the Middle East?
The Middle East is at a tipping point. Markets are maturing, digital adoption is accelerating, and brands are seeking specialised, agile agencies that can deliver innovative solutions. Independent agencies have a unique advantage here; they are nimble, creative, and can offer tailored solutions that large networks often cannot.
There is also a growing appetite for cross-border collaboration. Agencies that bring global expertise while understanding local cultural nuances are in high demand. With the right guidance and operational setup, agencies can capitalise on this rapidly growing demand and build sustainable, profitable businesses.
How do you work with brands?
We work with brands by connecting them to fully operational, culturally aware agencies that are ready to deliver results. Brands benefit from our due diligence, market expertise, and network, while agencies gain access to high-quality client opportunities. This creates a win-win ecosystem where both agencies and brands thrive.
How do you see the industry evolving over the next few years?
Over the next 3–5 years, I expect the Middle East market to become increasingly sophisticated. Brands will demand more specialised expertise, digital-first strategies, and culturally relevant campaigns. Independent agencies will play a pivotal role in meeting this demand.
I also foresee the rise of collaborative networks and ecosystems. Agencies that can share knowledge, pool resources, and leverage collective expertise will be better positioned to navigate market complexities and compete effectively. This is where initiatives like the Alliance of Independent Agencies will be critical.
What is your vision for Migrate over the next 3–5 years?
Our vision is to be the leading gateway for independent agencies into the Middle East. We aim to build a thriving ecosystem of agencies, support brands with a trusted network of operationally ready partners, and foster collaboration through the Alliance initiative.
We also aim to make our agency directory the go-to resource for brands and agencies alike, helping navigate the increasingly complex landscape. Ultimately, we want Migrate to be synonymous with successful, sustainable expansion into the Middle East. A partner that agencies can rely on for insight, execution, and growth.
Where can readers find out more?
To learn more about Migrate and how we help independent agencies expand into the Middle East, visit our website or connect with us on LinkedIn, Instagram, and X.
