Daena is Sadeq and Sima. Ten years each in our respective fields, now pointed at a single industry. We're new as an agency and we'd rather lead with that than pretend otherwise.
Sima spent a decade in digital marketing, most of it in paid media, and kept hitting the same wall: the campaign was fine, but the tracking underneath it was wrong, the landing page was slow, and the data that would have proven what worked lived in a system nobody had connected to anything. Those fixes needed an engineer, and there was never one available.
Sadeq spent a decade building software, including large enterprise systems where measurement, data pipelines and performance are simply the job. From that side, the marketing problems looked oddly familiar — and oddly neglected.
So Daena is the two of those things in one place. Sima runs the marketing. Sadeq builds and fixes whatever the marketing is standing on. Nothing gets filed as "a dev ticket for later", because the developer is on the call.
We chose entertainment deliberately. It's an industry where the whole business compresses into a few dates — the announce, the on-sale, the release, the tour — which means measurement mistakes are expensive fast and good execution is worth a lot. It suits how we work.
You'll work with both of us directly, on every project, from the first call onwards.
Co-founder · Engineering
Senior software engineer with over ten years building applications and systems, including enterprise platforms where reliability and data integrity aren't optional.
Co-founder · Marketing
Over ten years across digital marketing, having worked every part of the discipline, with paid media as the specialism and the strongest suit.
If a result can't be traced back to the ticketing platform, the DSP or the bank account, it doesn't go in a report. Platform-reported ROAS is a starting point, not an answer.
Ad accounts, pixels, creative files, audience lists, dashboards, and any code we write for you. All in your name from day one. If you leave, you leave with the whole machine.
Spend is billed at cost with full account access. We make money on the fee, which means we have no reason to recommend a bigger budget than the campaign needs.
Sometimes the honest answer is that the show is underpriced, the lineup is wrong, or the date is unwinnable. We'd rather say it early than take a fee for a campaign we don't believe in.
No borrowed logos, no invented metrics, no testimonials from people who don't exist. When we have results worth showing, they'll be real and the client will have approved them.
It's the most honest sample of our work we can offer, and it costs you nothing whether or not we end up working together.
Thirty minutes, no deck, no discovery-call theatre. Tell us what you're selling and when, and we'll give you an honest read.
Book a call