Public relations agency Bureau des Créateurs is behind some of biggest names in fashion, including Celine, Chloé, Rabanne, and Moynat, to name a few.
Established in 2018 by founder and Managing Director Christian Daccache, the boutique agency has positioned itself as a steward in shaping the frontiers of luxury brand communication and strategy in the region through its unique vision and a tailored approach.
Crucial to its growing success is being able to identify, connect and engage the right communities that goes beyond traditional communication strategies of media placements. As the demand of the region accelarates, Bureau des Créateurs possesses combination of regional sensibilities and perspective informs its clients on best practices to refine their storytelling and pivot strategies to ingrain the local culture and be able to build an authentic community.
Here, Christian shares his career journey, overcoming bumps, and plans for growth for himself and the brand.
What do the first 30 minutes of your day look like, your morning routine?
Setting the tone. I’m not a morning person per se I must admit, but as soon as I wake up, I dive into an hour of guided deep meditation facing sunlight. I then drink hot water and have a very light breakfast, followed by a black coffee and some quiet time to gather my thoughts and mentally map out my day. Only then do I grab my phone and start checking emails and messages. And when I’m traveling, which happens quite often, I adapt this routine to wherever I am, quite strict about this.
Talk us through your career journey.
Quite the adventure I must say! I started with a Business Entrepreneurship degree at the American University of Beirut followed by a master’s in luxury brand management from Istituto Marangoni in London. From there, in 2011, I moved to Dubai to work at Chalhoub Group Retail for nearly six years, which was an incredibly formative and valuable experience. Then came my role at CÉLINE, heading the Communication and CRM department for the Middle East. This was such an incredible opportunity, and it opened doors for me to eventually launch Bureau. What started as a passion project in Beirut, focusing on young up-and-coming regional and global designers grew into a full-fledged agency helping luxury brands navigate the GCC market in PR, Media and Clienteling. It’s been a ride, full of ups and downs I must add with the regional and global situations we have been going through, but each step has brought me closer to where I want to be.
What was the catalyst to launching your own agency and was the goal always to start something of your own?
Timing and intuition! After years of working in corporate roles, I just knew it was time to take the leap and create something that was truly my own. I also come from a family of entrepreneurs, so I also always had it in me; this itch to build something different, something that combined my understanding of luxury with a more personal, boutique approach. The goal wasn’t necessarily always to start something of my own, but as I grew in my career, I realized I had a vision that couldn’t be fully realized working for someone else. So, in that sense, it became inevitable.
What is the DNA of Bureau des Créateurs and how do you approach things differently?
Personalization, attention to detail, and understanding the unique vision of each brand we work with. We don’t just act as a service provider; we become partners, fully embedded in the brand’s journey. We’re not just about getting the usual PR results, but about making sure those results align perfectly with the brand’s identity and the goals we have for each brand.
What sets us apart is that we offer this tailored, in-house feeling to each client we work with, and being boutique, we also dedicate all of our time as a team to each of our brands, thus representing a smaller number of clients. It’s also about creativity, having the time to brainstorm and build plans and strategies, and most importantly empathy and being fully present.
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Looking back, are there any milestones you are most proud of?
So many milestones worth sharing! For sure, launching Bureau is the main one. It was a bold step, and it came with its own set of challenges, but looking back now, it was a pivotal moment that shaped everything that followed. Another would be navigating the agency through the pandemic. That was a defining period for us. We had to adapt, pivot, and still manage to deliver for our clients during a time of uncertainty, and managed to do that with no changes to the agency and its structure. And finally, the shift from Beirut to Dubai, from young designers to luxury maisons, and from remote working to an office in D3. Quite amazing steps!
Alternatively, what has been the biggest challenge to date and how did you overcome it?
The Beirut explosion and revolution. We were based in Beirut at the time, and from one day to another, had lost everything. The office, the equipment, the samples, the financials, etc. It hit us quite hard, and navigating through it was no easy feat. The uncertainty was massive, and as a business owner, it was stressful to keep things afloat. I had to rebuild everything from scratch and the agency was only 3 years old at the time. But as with everything in life, it turned out to be the biggest blessing. That was what made us move to Dubai shift directions completely and grow. And that was also a big learning, to trust and surrender.
How many people are in your team now and did you start out alone?
The team at Bureau des Créateurs has grown quite a lot over the years, and right now, we’re a tight-knit family of about 8. But yes, I did start out alone, as in fully alone for a while, from my living room in Beirut, on an IKEA wall cabinet as a desk, using my brother’s laptop and being the company’s showroom assistant, finance, accounting, PR and everything else. And that was both exciting and daunting. Slowly, I brought in people who I trusted and who shared the same vision, and now we have a beautiful family that’s truly dedicated and aligned with what Bureau stands for.
Have you had to get comfortable in your own skin as a business owner and how has your view of yourself changed?
For sure. It takes time, experience, repetition and consistency. Though I’ve always had an entrepreneurial spirit, actually owning your business is a whole different thing. You have to build thick skin, constantly and consistently balance and center yourself, to be able to handle what life and the job throw your way. You have to really go outside your comfort zone, fully. But time and experience teach you a lot, and you eventually become that person. I now can’t see myself in any other way!
What is a business philosophy you personally subscribe to?
Do your part, wholeheartedly, do it passionately. And then surrender. What is yours will always find you. And what is no, will always pass you. There is enough out there for everyone. You do you, do it well, and let go.
Have you had any mentors along the way and if so, what knowledge did they impart?
I’ve been so fortunate to have had incredible mentors throughout my career. 3 to be exact. Celine Lefebvre, Miral Youssef and Lama Haddad. Three incredible women, who taught me so much and made me the person I am today. I’ve learned everything from them, and from there on taught myself through experience and life. Forever grateful for all the communication, PR, and business knowledge they’ve given me.
What do you foresee for yourself and the brand in the next five 5 years?
For Bureau des Créateurs, growth, but not necessarily in size, but rather in scope. I want us to keep pushing boundaries, exploring new markets, and expanding our services in a way that stays true to our DNA. I want to go more in-depth in the work we do, navigating the ever-changing industry better, and providing our clients with more. And keep challenging ourselves. As for myself, I am exploring more opportunities, outside the realm of communications and PR. You will hear about it soon enough.
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