Idea Farm, the UK born creative PR consultancy, has expanded its footprint to the UAE following a string of widely discussed viral campaigns for GymNation. The agency is bringing its social first earned media approach to regional brands and agencies, led by founder and creative director Lewis Davey, who has been steering the consultancy for six years.The company’s model has been built around bold creative thinking, digital culture insights and a system designed for today’s media climate, where social platforms heavily influence what becomes newsworthy. Idea Farm specialises in white label creative and earned media strategies for PR, advertising and social agencies, while also working directly with brands.The consultancy’s methodology is rooted in how modern stories spread. Social reactions, comments and engagement serve as the starting point for campaign development, with viral momentum shaping the earned media narrative. Through its collaboration with TikScript, its TikTok focused partner agency, Idea Farm builds concepts that are designed for social traction and then leverages online response to fuel press coverage.The agency’s work with GymNation has already demonstrated the impact of this model. Idea Farm crafted attention grabbing campaigns including temporarily removing weights from gyms to highlight mental wellbeing and a London outdoor campaign encouraging people to escape rising street crime by learning self defence in Dubai. These initiatives reinforced Idea Farm’s reputation for disruptive creativity anchored in cultural conversation.In the UAE, Idea Farm plans to operate with a collaborative structure, supporting agencies or acting as an extension of in house teams. Alongside GymNation, the consultancy also works with DrivenFlex, the UAE’s first Uber inspired bus service developed in partnership with the RTA. Two additional clients are expected to be revealed before the end of the year.With operations based in Barsha Heights, Idea Farm intends to expand its team with new hires at the beginning of 2026 as demand grows across the region. Its white label creative offering is already active across the UK, US and Australia.Davey also leads Pixel, positioned as the first AI influencer talent management agency, which helps brands engage with existing AI creators, build custom AI talent and develop campaigns around them. Pixel is scheduled to launch in the UAE in early 2026.