Reveals The New Rules Of Global Brand Building

Anna Polyakova is building a new kind of influence in the world of public relations and marketing, one where brand growth begins with genuine human connection.

With more than a decade of experience across fashion, beauty, luxury, lifestyle and international business, Anna has developed a career around a simple but powerful idea. Brands become stronger when people feel connected to them.

Based in Dubai and working across international markets, Anna brings together public relations, marketing strategy, community building, influencer engagement and storytelling to help businesses become more visible and more relevant. Her experience includes work connected with globally recognised names such as Guess, Lacoste, New Balance, Piaget, Damiani, Levi’s, Uniqlo, L’Oréal, Nespresso, Rolls Royce and Royal Air Maroc, as well as major media and fashion platforms including Condé Nast titles.

But behind the impressive list of names is a professional journey shaped by curiosity, adaptability and a willingness to understand what makes people believe in a brand.

From Public Relations To Global Brand Strategy

Anna’s professional journey began in Russia, where she spent years working within leading communication agencies and media environments. That experience gave her a strong foundation in public relations, marketing and media relations while exposing her to the fast moving nature of fashion and lifestyle communication.

Over time, she moved beyond traditional PR.

Anna began looking at brands from a wider perspective. Instead of asking only how a company could receive media coverage, she focused on how it could create a world that people wanted to become part of.

That approach became central to her philosophy.

For Anna, successful communication is not simply about being seen. It is about being remembered, trusted and discussed. This requires brands to understand their audiences, identify shared values and create experiences that feel authentic rather than manufactured.

Her work today reflects that philosophy, combining strategic thinking with creative communication and relationship building.

Dubai Became A New Chapter In Her Story

Moving into the Dubai market gave Anna an opportunity to apply her experience in one of the world’s most international business environments.

Dubai brings together audiences from different cultures, nationalities and professional backgrounds. For a communication specialist, that creates both an opportunity and a challenge.

A message that works in one market may not automatically work in another.

Anna’s experience has allowed her to help brands navigate these differences while maintaining their identity. Her work particularly includes connecting international businesses with Russian speaking communities and helping brands understand how to communicate with audiences living in the UAE.

This ability to operate between markets has become one of her strongest professional advantages.

Her career now connects Dubai, Moscow and New York, giving her exposure to different creative communities, business cultures and communication trends. That international perspective has also strengthened her understanding of how brands can adapt without losing the values that made them successful in the first place.

The Poison Drop Expansion Became A Defining Achievement

One of the most notable chapters in Anna’s career came through her work with Poison Drop, a Russian jewellery department store known for bringing together distinctive jewellery designers.

As Head of Global Communications, Anna played a role in the company’s international expansion and its move into the Dubai market.

The journey demonstrated why international expansion requires more than simply opening a new location.

A brand entering a new country must understand consumer behaviour, local culture, media, influencers and the expectations of its new audience. Dubai also presented a different retail environment, where physical experiences and personal interaction can play an important role in luxury and lifestyle shopping.

Poison Drop eventually established a physical presence in Dubai Hills Mall, creating a new chapter for the brand outside Russia.

For Anna, the experience represented more than a successful communications project. It reflected her belief that global expansion works best when a brand learns to become part of its new environment rather than simply exporting the same strategy from one market to another.

Building Communities Instead Of Just Campaigns

One of Anna’s strongest areas of expertise is community building.

In an industry where brands can become obsessed with reach, impressions and follower numbers, she places considerable importance on relationships.

Her approach involves identifying people who genuinely connect with a brand and developing long term relationships with influencers, ambassadors, media professionals, customers and other creative partners.

This philosophy has influenced her work with both established companies and smaller businesses.

For startups, the challenge is often even greater. They may not have the budgets of global corporations, but they still need visibility and credibility.

Anna believes strategic thinking can help close that gap.

Through creative integrations, influencer relationships, events, media opportunities and storytelling, she works to help emerging brands create attention without losing authenticity.

Her experience with brands such as All We Need, Matu and RO.KO.KO reflects this interest in helping smaller businesses build their presence from the ground up.

The 24 Brings Her Philosophy Into A Wider Ecosystem

Anna’s vision has also evolved through The 24, an international brand communications studio designed to connect brands, talent and creative professionals.

The concept goes beyond a conventional PR agency model.

The 24 is positioned as an ecosystem where projects can benefit from shared expertise, professional relationships and collaborations across different markets. With connections spanning Dubai, Moscow and New York , the studio reflects Anna’s broader belief that modern brand growth is increasingly driven by networks.

For clients, this can mean access to communications expertise as well as opportunities to collaborate with complementary businesses and professionals.

The focus remains on PR, communication, brand development and market expansion, but the philosophy is broader. The goal is to create meaningful connections that can support sustainable growth.

PRovocative Talks Takes Her Knowledge Beyond Clients

Anna’s work does not stop with consulting and brand strategy.

She is also a public speaker and podcast host, using education and conversation to share what she has learned throughout her career.

Her podcast, PRovocative Talks, explores international PR, marketing and communication. Together with co host Evgeniia Bulatova, Anna discusses brand development across different markets and speaks with professionals and founders about the realities of building businesses internationally.

The podcast reflects another side of her personality.

Instead of keeping industry knowledge inside private client meetings, Anna creates a platform where professionals and aspiring marketers can learn from real experiences.

Topics range from entering international markets and developing creative strategies to understanding emerging marketing trends and the changing role of technology.

Her work as a speaker follows the same direction. Through university lectures, conferences and professional events, she shares practical knowledge with people preparing to enter the communication industry.

A Human Approach To An Increasingly Digital Industry

Perhaps the most distinctive element of Anna’s professional philosophy is her focus on emotional connection.

Marketing has become increasingly digital, automated and data driven. Yet Anna continues to emphasise something that technology cannot fully replace.

People connect with people.

A successful campaign may generate attention, but a strong relationship creates loyalty. A viral post may produce visibility, but a meaningful brand experience can create a customer who stays for years.

This human centred approach allows Anna to combine creativity with commercial thinking.

She does not see communication as an isolated promotional activity. Instead, she sees it as part of the wider business journey, from establishing awareness and building credibility to entering new markets and developing long term customer relationships.

What Comes Next For Anna Polyakova

Anna’s story is still evolving.

With Dubai continuing to attract ambitious entrepreneurs, international brands and creative professionals, her experience across markets places her in a strong position to help companies navigate the next stage of global growth.

Her focus is increasingly centred on connecting markets, communities and ideas.

Whether she is advising a startup, supporting an established luxury brand, building an international communication strategy, speaking to future PR professionals or discussing global marketing trends through her podcast, the underlying purpose remains consistent.

Anna wants brands to become more than recognisable names.

She wants them to become meaningful communities.

Her journey from Russia’s communication industry to an international career spanning Dubai, Moscow and New York demonstrates how modern PR is changing. Visibility still matters, but today’s strongest brands also need relevance, trust and emotional connection.

For Anna, that is where real brand building begins.

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