●About
Independent by design.
Collective Culture is an independent agency for culture-led partnerships — founder-led, globally minded, culturally fluent, and commercially rigorous. We work across entertainment, sport, hospitality, technology, destinations, talent, and brand partnerships.
●What we believe about culture
Culture is not a media channel. It is where identity, behavior, belonging, and attention are formed.
The best partnerships are not interruptions. They create meaningful value exchange between brands, talent, creators, communities, and audiences. That principle is our filter — it decides which briefs we take and which deals we recommend against.
●Founder-led
“Founded by Faris Batayneh, Collective Culture was built on a simple belief: the strongest partnerships leave every stakeholder better than they found them.”
Founder-led means the person you meet is the person who thinks about your work. Independent means the advice isn't shaped by a holding company's inventory. Selective means we'd rather do less, better.
●How we work
Small by intention. Serious by default.
Selective, on purpose
A small number of engagements at a time. Depth of attention is the product; we protect it by saying no more often than yes.
Globally minded
Culture doesn't respect market boundaries. We think across regions — and take local fluency seriously enough to bring in people who live it.
Relationship-driven
Partnerships are made of people. We invest in talent, rights holders, and communities as long-term relationships, because the second deal is always better than the first.
Commercially rigorous
Cultural fluency without commercial discipline is a hobby. Every recommendation comes with the same question already answered: what does the business get, and how will we know?
●Working principles
Working principles
- Enter culture as a contributor, or don't enter.
- The community's answer matters more than the campaign's reach.
- Design the value exchange before the deal memo.
- Participation beats exposure, every time it's offered.
- If it can't be measured honestly, it can't be defended — or renewed.