I’ve been thinking about this a lot, and I want to get real about something that’s been nagging me.
I run a solid agency here in Russia—we’ve got good case studies, solid client retention, a team that knows influencer marketing inside and out. But when we’re pitching to US brands (which we’re increasingly trying to do through partnerships), I’m wrestling with how much to actually share about our origins and operations.
Like, do we lead with “Russian-founded agency expanding to European markets”? Or do we downplay the Russian part and lead with our expertise? I’m not trying to hide anything—it’s more about… perception?
I’ve noticed that US DTC brands sometimes have this assumption that if you’re Russian, you’re either “outsourcing on the cheap” or there’s some kind of catch. I don’t want to come in defensive, but I also don’t want to volunteer information that creates that bias before we even talk about what we can actually deliver.
We’ve been in business for 6 years. We’ve worked with 40+ brands. Our campaigns average 18% engagement (which is solid for influencer work). But somehow, the conversation gets weird when people realize we’re based in Moscow.
How are you guys positioning yourselves when you’re crossing into markets that might have assumptions about where you’re based? Are you transparent upfront, or do you lead with the work itself and let the location come up naturally? And have you felt that bias, or am I just being paranoid?
Looking for honest takes, not cheerleading.
I feel this in my bones, man. We’ve dealt with the exact same thing.
Here’s what I learned: transparency wins every time, but framed right. You don’t lead with location. You lead with capability.
Our pitch deck used to start with “Moscow-based technology team” and it was a barrier. Now it starts with case studies, then team bios that mention location very casually. By the time they know we’re Russian, they already respect the work.
But here’s the thing—the brands worth working with know that great talent exists everywhere. If a US brand is bailing on you because you’re in Moscow, they probably weren’t going to value the partnership anyway. Better to find out early.
That said, I do address the elephant in the room if it comes up. I’m like: “We love working with US brands because we bring a different creative perspective + we’re genuinely excited about building long-term partnerships, not just chasing quick projects.” Reframes it from “outsourcing” to “strategic partnership.”
On the engagement metrics—18% is genuinely strong. Lead with that. Let people assume you’re US-based if they’re lazy about doing their research. Your work speaks louder than your zip code.
The bias is real, but it’s also lazy on their part. Don’t compromise who you are. Find partners who value what you actually bring.
Okay, real strategic take: the US brand world is definitely biased, but it’s also fragmented. Some DTC founders actively prefer working with Russian agencies because they know you’re execution-focused and cost-efficient. Others have weird assumptions. You’re not being paranoid.
Here’s how I’d play it: Lead with credibility, not location. Your pitch should be:
- Problem you solve (e.g., “scaling influencer campaigns that actually drive attribution”)
- How you solve it (your methodology, team expertise, tools)
- Proof (case studies with metrics)
- Then, your team (which happens to be based in Moscow)
The bias exists because location usually correlates with cost. So don’t make cost your value prop. Make outcome your value prop. If you’re delivering 18% engagement consistently, that’s an outcome worth flying to Moscow to understand.
One tactical thing: partner with a US-based firm first, even if it’s just for credibility. Having a US co-deliverer shields you from some of the bias in early conversations. I know that sounds cynical, but it’s reality.
The brands you want to work with long-term? They’ll care about your Moscow roots as much as they care about your office decor. Not at all.
You’re not paranoid—the bias is real, but it’s also an opportunity if you frame it right.
I’ve introduced Russian agencies to US brands before, and here’s what creates the “weird energy” you’re feeling: the defensive tone. When agencies are ashamed or hiding their origins, it reads as sketchy. When they’re proud of their work and transparent about where they’re based, it actually becomes a differentiator.
I have a friend running an agency in St. Pete, and her pitch is literally: “We understand Russian creator culture + US brand expectations = we can bridge that gap better than anyone.” She leads the partnership value, not the location.
What you should absolutely do: build relationships with US brand managers first, then mention the Russian part. Relationships make location irrelevant. I’ve introduced three Russian teams to US brands, and by the time they realize the team is in Moscow, they’ve already liked the thinking and the people.
Also—have you thought about positioning as “US-Russia partnership” instead of “Russian agency entering US”? That shifts the narrative from you trying to break in to you bringing a unique dual-market perspective. Very different energy.
I’d love to chat about who you’re targeting. There are definitely US DTC verticals that actively prefer Russian expertise (beauty, fashion, tech). Worth thinking about vertical fit alongside location concerns.
I’ll give you the less emotionally satisfying but probably more useful take: the bias exists, but it’s less about your location than about your ability to prove ROI to US standards.
US brands care about attribution—they want to know exactly how many conversions came from your influencer campaigns, what the CAC was, what LTV looks like. If you can prove that (with data, not case studies), location becomes secondhand.
18% engagement is good, but here’s what matters to a DTC marketer: conversion rate and repeat purchase rate from influencer-sourced customer cohorts. Can you prove that?
If you can, then your pitch is: “We deliver X% conversion rate and Y% repeat rate on influencer campaigns. We’re based in Moscow. That’s how we can do this at scale without compromising quality.”
If you can’t measure that yet, that’s actually the barrier—not your location. Because US brands increasingly don’t care where you’re based if you can prove the economics.
I’d suggest: audit your case studies. Strip them down to actual business metrics (conversions, CAC, LTV, payback period). Compare your results to industry benchmarks. If you’re ahead, your location doesn’t matter. If you’re behind, fixing that matters way more than rebranding.
What metrics are you actually tracking from your campaigns right now?
Honest take: I don’t think about the location conversation the way you’re overthinking it.
When I pitch to brands, the story is: “Here’s what we did. Here’s what it moved. Here’s why we’re the right partner for what you’re trying to do.” Where I’m sitting when I make that pitch matters way less than whether I deliver.
The brands that care too much about location usually aren’t the ones you want anyway. They’re going to nickel-and-dime you, they’re not going to trust you, and the whole relationship is going to be exhausting.
I’ve worked with agencies in Manila, Mumbai, and Moscow. Never once thought, “Ugh, they’re in Russia.” I thought, “Can they deliver? Do they understand my brand? Are they responsive?”
Your Russian-ness is actually an asset if you own it. You understand creator economics in a region the US doesn’t have figured out. You can operate faster and leaner because your cost structure is different. You’ve probably seen trends before they hit the US market.
So yeah, lead with the work. But don’t hide the Russian part—frame it as an advantage. “We’re Moscow-based, which means we understand Russian creator culture + we’re hungry to expand into Western markets.” That’s real and it’s a plus.
The conversation gets weird when you’re trying to minimize it. Don’t minimize it. Own it.
Okay, from a creator’s perspective—I work with brands and agencies from everywhere, and honestly, I never think about where the brand is based. I think about: “Do they get it? Are they fun to work with? Are they paying on time?”
I’ve worked with Russian brands, US brands, UK brands. The ones I wanted to work with again were the ones that treated creators well and had a clear vision. That’s it.
So maybe stop thinking about the Russian part as something to hide and start thinking about it as a cultural asset you bring to the partnership.
Like, if you’re pitching your Russian expertise to brands that want to expand to Russia or Europe, don’t downplay it—let it be THE reason you’re pitching.
If you’re pitching to pure US-only brands, the Russian part matters less. But you’re still bringing experience in niche creator markets and working with creators who understand authenticity vs. American creator culture that’s getting increasingly commercialized.
I’d probably just… be honest. “We’re a Moscow-based agency that’s worked with 40+ brands on influencer campaigns. Here’s our average engagement rate. Here’s why we think our approach is different.” Let them ask questions.
The awkward energy happens when people feel like something’s being hidden. Be transparent and confident about who you are.