A new platform is entering the UAE’s growing creator economy with a clear focus on structure, reliability, and end-to-end execution. Founded by Rosie Gunn and Chris Primett, Endless Creators positions itself as a full-service talent, creator, and production platform designed to simplify how brands and creative professionals collaborate.

Bridging Gaps in a Fragmented Industry

The platform is built on firsthand industry experience. Having worked across campaigns as on-set talent, the founders identified persistent challenges within the region’s creative ecosystem, including inconsistent standards, fragmented workflows, and delays in payment and coordination.

Endless Creators is designed to address these inefficiencies by creating a more structured and transparent environment for both brands and talent. The focus is on bringing consistency to an industry that often operates across multiple disconnected layers.

A Curated Talent Ecosystem

Unlike open marketplaces, Endless Creators operates as a curated network. Talent is vetted and selected to ensure reliability and quality across projects. The platform brings together a wide range of creative professionals, including content creators, models, actors, videographers, stylists, and production specialists.

This approach enables brands to access a more controlled and dependable talent pool, while also offering creators a more organised and supportive working environment.

Beyond Talent: Full-Service Production

The platform extends beyond talent sourcing into full-scale production support. Services include creative direction, concept development, location management, and production execution. By integrating these functions, Endless Creators aims to reduce the complexity typically associated with managing creative projects across multiple vendors.

Operational tools are also built into the platform to improve efficiency, including structured call sheets, influencer licensing support, and systems designed to streamline communication between stakeholders.

Raising Standards Across the Ecosystem

A key focus for the platform is improving the overall experience for talent. This includes more transparent processes, reliable payment structures, and better on-set organisation. By addressing these foundational issues, Endless Creators is positioning itself as part of a broader shift towards professionalising the region’s creator economy.

Positioning the UAE as a Creative Hub

With roots in both the UAE and the UK, the founders are bringing a global perspective to a rapidly evolving local market. The platform is not only aimed at improving collaboration within the region but also at supporting the UAE’s positioning as a hub for high-quality production and creative output.

Editorial Perspective

The launch of Endless Creators reflects a wider transition in the creator economy, where scale alone is no longer enough. As brands demand higher quality, faster execution, and more accountability, platforms that combine talent access with operational structure are becoming increasingly relevant.

In this context, Endless Creators is not just another talent marketplace. It represents a move towards integrated, production-led ecosystems that align creative output with business outcomes—an approach that is likely to shape the next phase of growth in the region’s content and media landscape.

Ourwatr is set to revolutionize community hydration with its free mineral water programme. Today, Ourwatr proudly announces a purpose-led collaboration with Keeta, the international on-demand food delivery platform. This strategic partnership is designed to expand community access to locally produced premium mineral water while simultaneously reinforcing a shared, profound commitment to social impact across the UAE.

Designed to serve the communities it reaches, Ourwatr is a homegrown UAE startup built on the belief that every bottle of water should deliver value beyond refreshment. Through its purpose-led model, a portion of each bottle distributed is channelled toward community programmes in partnership with Beit Al Khair Society. Sourced from the natural underground springs of Dibba and bottled locally under the Emirates Quality Mark (EQM), Ourwatr reflects the strength and credibility of the UAE’s SME ecosystem, transforming everyday hydration into sustained community support.

Through this collaboration, Keeta reinforces its commitment to supporting UAE-based SMEs initiatives that advance sustainability and community development. Keeta’s involvement provides crucial resources that enable Ourwatr to significantly expand its reach and accessibility. By aligning with a locally rooted platform like Ourwatr, Keeta contributes to scaling this impactful initiative responsibly, ensuring it maintains its community-first focus while reaching a broader audience. This collaboration reflects how platforms operating in the UAE can align their growth with broader social and environmental priorities, while actively supporting local businesses. Keeta’s support is instrumental in allowing Ourwatr to distribute its free mineral water more widely and enhance its community programs.

Commenting on the initiative, Lucas Xie, General Manager, Keeta UAE, said: “At Keeta, we see our mission as more than a platform; we are part of the communities we operate in. Partnering with Ourwatr allows us to support a homegrown initiative that embeds contribution into its everyday operations. By providing essential support, we are helping to expand Ourwatr’s access and reach, thereby playing a responsible role in strengthening the UAE’s SME ecosystem and fostering community-focused initiatives practically and sustainably.”

Abhinav Murali, Co-Founder of Ourwatr, said: “Ourwatr was founded on a simple conviction: giving back is not an initiative for us; it is built into every bottle we distribute. Our collaboration with Keeta enables us to scale this impact responsibly, reaching more people while ensuring that community contribution remains at the heart of our model. Growth means very little to us unless it strengthens the communities we operate in and leaves a positive mark beyond the product itself.”

With distribution planned across key neighborhoods in Dubai and the potential for broader expansion, the initiative is designed to scale thoughtfully while remaining firmly anchored in its founding principle: serving the UAE community through hydration with purpose. This initiative has been approved by the Islamic Affairs and Charitable Activities Department (IACAD) under permit number PRHCE- 004959682

The Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), part of the Dubai Department of Economy and Tourism (DET), has signed a strategic collaboration agreement with AutoPro, part of the Emirates National Oil Company (ENOC) Group, to enhance service quality, transparency, and operational consistency within Dubai’s vehicle maintenance sector.

Under the agreement, AutoPro will act as a technical and operational partner, supporting the implementation of quality standards across the sector. The collaboration includes conducting structured technical assessments, introducing best practice frameworks, and supporting awareness initiatives aimed at enabling consumers to make more informed decisions when selecting vehicle service providers.

This collaboration also reflects DCCPFT’s continued focus on emphasising a balanced marketplace where both consumers and businesses operate within a clear and transparent framework. This is in alignment with the wider objectives of the Dubai Economic Agenda, D33, which aims to double the size of the emirate’s economy by 2033 and further consolidate Dubai’s position as a leading global destination for business and leisure.

The partnership introduces a structured framework for technical oversight within the automotive aftersales market, contributing to greater consistency in service delivery and reinforcing accountability across providers. By embedding recognised technical standards and promoting adherence to fair pricing practices, the initiative is expected to strengthen overall market discipline while reducing potential areas of dispute between consumers and service providers.

Mohammed Abdulla Shael AlSaadi, CEO of Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), said: “This collaboration represents a practical step towards further strengthening consumer protection within the automotive sector. By working with a trusted partner, we are enhancing the consistency of vehicle maintenance services while reinforcing transparency across the market. Our focus remains on strengthening service standards and enabling consumers to make informed choices, while supporting businesses in operating within clear and fair market frameworks.”

Hussain Sultan Lootah, GCEO of ENOC Group, said: “AutoPro’s recognition as an authorised service partner, achieved through our collaboration with the Dubai Corporation for Consumer Protection and Fair Trade, is anchored in our long-term vision of delivering comprehensive, high-quality, and customer-centric automotive solutions to elevate the UAE’s evolving automotive landscape. The collaboration actively contributes to the nation’s strategic goals of safeguarding consumer rights and ensuring fair business practices to create a more competitive and thriving economy.”

The collaboration will also support the development of a more informed consumer base, with targeted awareness efforts designed to improve understanding of service standards and rights. This is expected to drive demand towards compliant, high-quality providers, further reinforcing positive market behaviour.

By combining regulatory oversight with industry expertise, the initiative supports the consistent application of quality and compliance standards across vehicle maintenance services. It also supports Dubai’s positioning as a leading global model for well-regulated, consumer-centric service markets that prioritise both trust and performance.

This collaboration reflects DCCPFT’s broader mandate to promote fair trade practices, strengthen competitiveness, and safeguard consumer rights. Through sector-focused initiatives aligned with DET’s strategy and the Dubai Economic Agenda, D33, the Corporation continues to enhance market transparency and encourage responsible business practices.

As one of the UAE’s largest automotive service networks, AutoPro operates 42 locations across the UAE, employs more than 1,500 frontline staff, and serves approximately two million customers annually through ENOC and EPPCO service stations.