Matt Cunnelly
Founder & CEO · Dubai
15+ years building social for global publishers, from UNILAD (LADbible Group) to Supercar Blondie (SB Media). Focused on the systems behind consistent, large-scale growth.
Dubai × Manchester · Social operations partner
Social that runs
Social that runs
like a system.
We're the operating partner behind brands that refuse to be background noise. Strategy, workflow and execution, engineered to compound, not just keep up.
600M+
Views every month
300yrs
Of watch time, monthly
46K+
Posts shipped
25yrs
Senior experience, combined
Channels we operate, end to end Strategy → production → publishing → optimisation
Snapchat Discover · Spotlight
Facebook Reach · Community
Instagram Reels · Carousels
TikTok Organic · Trends
YouTube Shorts · Long-form
X Real-time · Reactive
Trusted by the teams behind
Most agencies sell you more content. We fix the system that makes it work.
The NBK operating principle
What NBK fixes
Most social problems are operating problems.
We look at the full system behind the output: what to post, how work moves, who owns decisions, where performance is reviewed, and how teams improve without slowing down.
01
Strategy
Clarify the role of each channel and tie content decisions to brand and growth goals.
02
Workflow
Remove friction from planning, production, approval and publishing so teams move cleanly.
03
Execution
Lift the quality and consistency of day-to-day publishing, community and optimisation.
04
Capability
Back internal teams with clearer roles, sharper standards and practical guidance.
How we operate
Your social runs on the NBK Dashboard.
Every brand we run lives in our own platform: one pipeline from idea to published, analytics that sync overnight, and an in-house AI content team that researches, writes and schedules every day. Your team keeps final sign-off on everything that goes live.
- 01
Sourcing
Ideas logged and shortlisted, ready to write.
- 02
Scripting
Scripts written, reviewed and approved.
- 03
Video editing
Editors claim, cut and finish each piece.
- 04
Publishing
Scheduled and pushed live, your team on the button.
An AI content team, working alongside
Not a scheduler. A set of agents that learn each page from its real numbers, then take on the repetitive work, so output scales without losing the voice.
- Learns the strategyReads each page's real performance and sets formats, timing and voice, then tunes itself and backs off what doesn't work.
- Finds the mediaSources and vision-checks on-brand photos and video, de-duplicated and ready to use.
- Writes in your voiceDrafts captions and hashtags that pass our anti-AI-tell rules. No invented claims, no giveaway tics.
- Schedules the slotsBooks the best times and hands your team the final publish. People keep the button.
Made visible
You get a login, not a monthly PDF.
Clients log in to a live, read-only view of their own analytics and pipeline: what's planned, what's in production, and how every account is performing.
Reach · 30 days
1.2M +18% vs prev
Pipeline
Sourcing 12
Scripting 7
Video editing 9
Publishing 5
This month
+4,800followers
41posts live
6.1%engagement
72%positive sentiment
Illustrative client view. Sample data; your real dashboard is built around your channels.
NBK runs social for brands across six platforms from one in-house operating system, with a team of 8 AI employees working alongside our people.
See how it maps to services ↗ Outcomes, not vanity metrics
2× Output at the same headcount, by fixing the workflow
3× Engagement in two quarters for a consumer brand
0→1 A sport vertical built from a standing start
Services
A practical operating model for growth.
Each service stands alone, but the strongest results come when strategy, workflow and execution are improved together.
01
Social audits and strategy
We break down how your social works today, find what is holding it back, and build a clear strategy for sustainable growth across platforms.
02
Social media management
We handle daily execution with precision: publishing, planning, scheduling, community management and optimisation tailored to each platform.
03
Video production and editing
We produce fast, social-first video built for performance, turning raw footage into edits designed to earn attention and hold it.
04
Workflow and ops consulting
We fix the systems behind output: workflows, roles and processes that help brands run social properly, without bloat or inefficiency.
05
Team training and support
We upskill internal teams, improve how they work, and support them with ongoing guidance so they can execute confidently and consistently.
06
Platform optimisation
We refine how each channel is used, from creative and posting formats to performance loops that help brands get more from every platform.
Selected work
Results, not just activity.
How NBK turns social from scattered output into a calm operating system, and what that produces.
0102
Entertainment
Always-on social for a Snapchat network
Strategy · Channel management · Daily execution
850K+
Hours watched across the network, on a daily operating model that holds quality under heavy volume.
Read the case ↗Sport
90M+
Scaling a sport vertical from zero
Strategy · Creative direction · VideoRead ↗
03Publisher
60M+
Snapchat strategy for a 60M-follower publisher
Strategy advisoryRead ↗
Where we go deep
Sectors we know cold.
We're not generalists. Our edge is in the verticals where attention moves fastest, built from years inside them.
01
Entertainment
Always-on networks and IP that live or die on daily output.
Daily, always-on 02
Sport
Fast-twitch, reactive social where moments are won in minutes.
Live & reactive 03
Publishers
High-volume channels that need a system, not more hands.
Advisory at scale 04
Influencers
Personality-led IP, built native to each platform, not repurposed.
Talent-ledAt a glance
Pedigree UNILAD · SPORF · Supercar Blondie Where we built our craft
Experience 25+ years combined Building social for global publishers
Footprint Dubai × Manchester Operating across EMEA, APAC & the UK
Approach Operations-led Systems, not just more content
Who runs NBK
Operators, not account managers.
Founder-led, with a senior studio behind it: two decades of building social for global publishers, now focused on the systems behind consistent growth.
Josh Stoddard
Co-Founder & CSO · Manchester
A decade inside the UK's biggest social publishers: UNILAD (LADbible), SPORF (Social Chain) and JD Studios. Leads strategy, creative direction and platform performance.
Dubai × Manchester