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Fork Media, YAAP join hands in influencer marketing partnership

Dubai - The media and publishing company, and the digital content company have combined their expertise to capitalise on the spike of influencer marketing in the Middle East.

The Middle East has seen a significant rise in popularity of influencer marketing in the past few years with platforms like Instagram, TikTok and YouTube becoming a hub for branded content and influencer-led campaigns. On account of this spike, YAAP Digital and Fork Media Group announce the formation of an alliance between the two entities to embrace this popularity and leverage their market experience lead the way in the space. YAAP, having run some of the biggest influencer marketing campaigns in the region, brings their deep understanding of content and tech paired with Fork's invaluable strategic prowess and marketing knowledge to make a powerful team.

Irfan Khan, Partner at YAAP shared his thoughts on the partnership. "We've seen and been a part of this wave of influencer marketing that has taken the Middle East region by storm in the past few years, Fork Media Group's strategic experience in the region makes them the perfect partner for us to take our offerings to the next level and truly go out there and do some impactful and innovative work."

Fork and YAAP have a combined presence in five countries. Fork Media Group has a diverse portfolio of products and services in tech, advertising and communications. Fork is also the powerhouse behind leading publications like Curly Tales and Mashable India & Middle East amongst many more. YAAP has also worked extensively in the Middle East, having run campaigns for brands like Dubai's Department of Tourism and Commerce Marketing (DTCM), Sadia Chicken, Fitbit, Techno Mobiles and many more in the Middle East & campaigns for the National Payments Corporation of India (NPCI), ITC Hotels, Tata AIA in India.

Sammar Verma, CEO & Founder of Fork Media Group said "Fork's journey in the last seven has been marked by multiple collaborations that have helped us grow inorganically. The partnership with Yaap is strategic & long term as we aim to dominate the space of influencer marketing in the region. Our deep roots in content combined with Yaap's influencer expertise in the region is the perfect mix that makes this partnership exciting and seamless."

The partnership is all set to hit the ground running and has is already in talks with clients to begin their collaborative journey.