Creating an Agency Blueprint & Future of Social

In this episode of The Edge of Influence, host Iman Issa, Co-Founder and Managing Partner of North Seventy Five is joined by Mike Khouri, CEO of tactical, to talk about the future of social and Tactical's newly launched report, Build Your World. Mike explains why he stripped the agency back from 17 services to three, and how a deep dive into Hollywood's creative systems led to a new methodology built around "effective entertainment" - the idea that social platforms aren't really social at all, but interest-led entertainment engines. The conversation covers world-building over trend-chasing, why brands should focus on retention rather than fleeting attention, how cultural lanes and recurring characters build brands over time, and what it actually takes for an independent to define its own DNA. Production Credits: Presented by: Iman Issa Editor: Ian Carless Executive Producers: Iman Issa & Ian Carless Produced by: North Seventy Five & Poddworx Dubai