Diving Into ECHO Agency. Interview With Its Founder.

by Alexandra Mansilla

Diving Into ECHO Agency. Interview With Its Founder Helena Devincenti

14 Feb 2024

In December 2023, ECHO Agency established its Instagram account, and from the first post, it was evident that the agency had some exciting plans in the pipeline. The Sandy Times sat down with the founder of ECHO — Helena Devincenti. She shared details about the agency's mission, the talents it represents, and its criteria for taking on talents. Helena also talked about her personal experience within the fashion industry and how she overcame burnout.

— Helena, we don't know much about you except for very little information found online. Can you tell us more about you? Where are you from?

— I am used to being more in the shadows. I like it that way. I prefer to stay out of the spotlight and focus on uplifting others. That is why I try to be as private as possible, as the internet is really an open forum of information these days. Which can sometimes be a blessing and a curse.

Ethnically, I am French-Argentinian, but I grew up in Washington, D.C. My dad is from Buenos Aires, Argentina, and my mum is from Paris. I was born in Marseille before moving to Washington, D.C. I consider myself a true “third culture kid”... Although I definitely identify as American at times, I am also grateful to have my parents’ rich cultures because I was exposed to a broad worldview from a young age. It also helps to grow up in a city like Washington, D.C., where you encounter people from all over the world on a regular basis.

— Growing up with this mix of cultures, are you fluent in Spanish and French?

— I am much closer to my French side, having grown up spending most summers in the South of France and also having lived in Paris for five years. I always wish my father taught me more about my Latin side; it is something that will always be a goal of mine — to spend more time in South America to properly learn the language and spend time with my family out there. So, in short, I am bilingual French-English, and I speak broken Spanish!

— Would you mind sharing more about your career journey?

— My career really kicked off while I was a student at an international university in Paris. I was studying International Global Communications, and at the time, my program allowed for an internship once a year. In my first year, I worked at a classic advertising agency, and I remember this was the first time properly being exposed to working with luxury and fashion clients. I was this 18-year-old girl in Paris attending meetings at the head office of LVMH and thinking: “This is what everyone dreams of.”

After that experience, I had this urge to travel abroad. I was always attracted to the unknown of the Middle East and Asia, and from a business point of view, I had always heard these were the places to be. During my second year of uni, I applied to internships in Hong Kong, Singapore, and Dubai. And to my surprise, Dubai was the first one to answer.

I packed my bags and made the trip from Paris to Dubai, knowing absolutely no one in the city. Looking back, I don’t even know how I justified that to myself! That marked my first year working in a PR agency, where I really began to form a network of connections in the media and influence worlds. After that, I fell in love with the city, its energy and people — and sure enough, for my third year of uni, I applied to come back to Dubai for my 3rd-year internship. This time, I went for a role in journalism — writing has always been my number one passion. I got an internship at Condé Nast Traveller (still under ITP at the time). Being in the publishing industry was a dream come true — I always felt very broody and mysterious coming into the office, drinking an obscene amount of coffee and getting my daily quotas of articles out per day. Seeing the other side of the media world was truly interesting for my career growth at the time, and to this day, it allows me to see both sides of the coin when dealing with PRs and media.

— And how did you acclimate to Dubai?

— Dubai is a melting pot of different people and cultures from all over the world. Each person has their own incredible story, almost like a hustle dream. So, being of mixed race but having grown up in the States, I didn't feel out of place because everyone in Dubai has this kind of story. I was surrounded by like-minded people, and I really felt like I could thrive in this environment.

After my internship at Condé Nast, I received a full-time offer from a luxury PR firm, which I took with my eyes closed. Shortly thereafter, the Covid-19 epidemic broke out, and all of us media and PRs were left without a job. This was a time when I packed my bags and went back home; it was a time of self-reflection but also lucrative creativity. I was working a lot on my own personal projects and freelance journalism jobs.

During the pandemic, I moved back to Paris, where I began working in an animation studio. That might have been one of the most interesting career moves I had, because the television and production side of media is just so cool to see first-hand. Ultimately, work in Dubai began to pick up quite quickly, and it called me back into the PR world shortly after.

This was one of the most pivotal moments of my career. During this time, I had a chance encounter with the CEO of an influencer marketing agency in Paris. He was impressed with my connections and influencer relationships in Dubai and asked me if I were interested in launching their new talent management division in the Middle East.

I was bewildered at the idea, as a 24-year-old just getting her footing in the industry.

But I thought to myself, if the CEO of a multinational sees something in me, why can’t I see it in myself? I knew there was no other option than to try because these opportunities only come once in a lifetime.

Ultimately, I moved back to Dubai in September 2021 — and within two years, the talent management agency I launched in the region had over 18 influencers, was making great profits and also shifting the industry standard by uplifting young and up-and-coming creatives in the GCC.

Basically, each career experience showed me a different side of the industry, which is how the idea for my own agency came about. I always had the idea to see my own vision through, and it was just a matter of time before it came to fruition.

— Handling talent can be quite a challenge. Have you encountered any difficulties?

— You know, I am always looking for people who are making a difference in the industry or creatives who have not yet been recognised. My goal was to bring together smaller creators with a strong influence to create a powerful community.

We challenged the idea of influencers simply taking photos and posting them without any meaning. Instead, we encouraged them to be more thoughtful about their content, such as hiring a photographer, booking a studio, and developing a concept. It was about working with influencers to think creatively and produce high-quality content.

With this kind of model, someone with 50k followers could charge a similar amount to someone with 500k followers. It is really all about the quality of the content but even more so — the quality of the talent’s audience, engagement, and reach.

— You have also worked for a large luxury brand. I suppose that the corporate environment there was quite different from what you were accustomed to previously.

— When you have an entrepreneurial state of mind, it is really difficult to be put into a box. Sometimes, within the corporate environment, it felt like it was the norm for ideas, visions, and projects to be stifled. Ultimately, this became a frustration, but also, on the positive side it was a huge push for me to finally launch my agency. I think it is when your back is against the wall that you are led to do the most amazing things.

— I agree entirely with you. Ensuring that your mission and values align with your company's values is essential. Even if the company seems perfect, a lack of alignment can make performing well in your job difficult.

— Exactly. So, for me, this is where Echo was born. I realised that I shined best through my relationships within the creative industry, and I take pride in being a shadow in the industry that makes a difference. I always had an idea about my concept and what I wanted to bring to the market. Basically, to uplift local voices and give them an international platform.

Nowadays, the idea of an influencer has become almost negative. Nobody pays attention to the products they promote anymore. We want to be the agency making a difference with mindful content — the people we work with have a resonance and voice that goes way beyond what they post. They are actors, DJs, photographers, and designers, among other things. They may be called "influencers", but more than that, they are creatives. We want to give them a platform to express their art.

Instagram: @echoagency__

— At the moment, you have six talents: Lana, Lughass, Del Ten, Parvane, Mai and Leena…

— And that is only the beginning! We also have an extensive network of photographers, videographers, stylists, graphic designers, and producers from all over the world. Although they do not work exclusively under us, we collaborate with them on various projects globally.

We want to have a two-way conversation with brands, but we also want them to feel the creative footprint we can bring. Collaboration is key. It is not just about taking a brief and executing the job. We know what our audience wants, what other creative people want to see, and what people want. It must look organic, natural and authentic from all angles. If it is too forced or in-your-face, it won't work. This is the concept of Echo: a mutually beneficial, long-term collaboration that has an impact. It should be a concept that speaks for the brand, and to the people, and accurately represents today’s generation.

— So, what sets your agency apart is not just the high quality of content but also a focus on collaboration and consistently delivering something beyond what others offer.

— That is always the goal. Although we have fewer talents, we focus on building their image beyond social media. For instance, one of our talents, Lana, is appearing on her first Netflix show next month. We don't just manage her social media career. We also plan her next steps as an actress and how she can grow within the cinema space. Another example is Leena, a designer currently working on launching her homeware brand. We assist her with launching the brand, finding suppliers, and producing prototypes. All of our talents have their own passion projects, and this goes hand-in-hand with their social media careers.

Our services include business development and social media management, which is more than just booking jobs and shoots. Even when we talk to brands, we realise that they don't want to see just a pretty face and followers. It is not enough anymore, especially in the world of luxury. We work on cultivating the story behind the person; that is what audiences relate to.

— How do you go about choosing the talents you work with?

— Good question. It goes back to a feeling, to be honest. I always trust my gut.

— The right way, I think.

— Yeah, it is all about intuition. Sometimes, I am interested in someone after seeing their profile, but when we finally meet, my gut tells me that we are not on the same page or that we are not connecting. In my industry, it is easy for people to let social media get to their heads, but the people I look to work with are grounded, hardworking, humble, and, most importantly, aware of their impact. On top of that, they all have an eye. They don't just create content for the sake of it; they have a clear intention and some form of artistry that shows in their work.

They also have strong personalities. Each talent brings their own vibe to the agency, something I am personally super proud of. It is like a super-curated patchwork quilt, one-of-one. They may not have the most followers, but they have substance and a voice that makes them stand out. When choosing who to work with, I listen to the recommendations of others but ultimately I rely on my gut instinct. To be honest, I can feel if we click from the first meeting. Having a total match with the person you are working with is important, as different values and worldviews can lead to problems down the line. Social media audiences seek relatable, authentic, and exciting content, not just a pretty photo. That is why choosing people who bring something different and have a real impact is crucial.

— Okay, and if you want to work with an influencer who has already contracted with another agency, what are the options? Can you negotiate, or do you need to buy them out?

— No, because I believe in making things natural and comfortable for everyone. I genuinely believe that my strength lies in building relationships with people. About 90 per cent of the people I work with come to me, while the remaining 10 per cent are already in my circle. So it already flows. Many people are interested in joining on their own, and sometimes they have management, and sometimes they don't. But for the ones that have management, I always tread very respectfully and lightly. You know, the industry is so small, that you will always end up working with everyone at one point or another.

If there is someone that I am really interested in, but they are already signed with someone, then I don't force anything. I believe if that person trusts and respects your work, they will come to you one day. There is no point in going to someone and saying, “Leave your agent and come to me now.” The relationships we cultivate and kick-off should start seamlessly when both parties are fully involved and excited — that is where the best work comes to life.

Instagram: @echoagency__

— While exploring ECHO's Instagram account, I noticed comments from influencers who weren't part of the agency. I just had this gut feeling that the owner was one of us, part of the community. As it turns out, I was right!

— Absolutely. I am proud of the network we have built. Thankfully, the reputation speaks for itself. If my talents believe in me and see the value I put into my work, then there is no reason for us to fail.

— What is the ECHO Agency’s team?

— In terms of the team right now, it is just me. We have received a lot of collaboration inquiries, but it is a strategy to remain small for now. It is definitely in the plans to expand the team eventually once things settle in.

— And the developers of the website, designer, and SMM manager?

— They are all freelancers. This is the beauty of ECHO. For instance, my branding was done by my friend and graphic designer, Jenan. I fully trusted her vision because I gave her the mood for what I wanted, and she made it come to life with the perfect colours and visuals. Similarly, I hire photographers, videographers, and other creatives on a project basis when needed. Currently, we work on an “open-format” approach with creatives. We have received a lot of interest from people who want to work with us as permanents, but for now, it is important to curate our vision, vibe, and community. Once we achieve that, we will bring on more people.

— When will your website be ready?

— Hopefully, within the next month. Instagram is my biggest thing at the moment. We want to promote the brand and create a community there. The website will serve as our home base, where people can learn more about us, view our talents, and contact us for project inquiries. But Instagram will always remain the biggest driver of traffic.

— Why ECHO?

— It came from a brainstorming session with Jenan, the designer who did my branding. We were sitting together, and I kept articulating the idea but didn’t know how to put it into a specific word. I wanted something short and impactful, but that also has a strong message.

Some flurry of exchanges later, she offers up the name — ECHO. It all clicked at that moment — I knew that it explained exactly what I was trying to create, build and communicate. We both really vibed with the plurality of the word itself and its many definitions that all lead back to the same essence.

It is really all about creating that echo that transcends one place, time or thing. Our mantra is “Creating resonance, momentum, and conversation”. Something I stick by in everyday life.

— What are the conditions for talent collaboration? Imagine I am an influencer with 10k followers seeking an agency. What are my next steps? Is there a fee?

— No payment is required whatsoever. Many people reach out to us, but we carefully select those who would fit the vibe well. We ensure their energy aligns with the rest of the talents, and we sign contracts with complete transparency. We do not ask our talents to pay for any services like attending fashion week. We believe that this is an investment in their exposure and our relationship. Our agency focuses on long-term instead of the short-term. We support our talents in building their platform and investing in them, day in and day out.

— What are your plans for this year?

— We aim to keep our talent pool niche, curating strong profiles that complement each other. Our talents won't be competing with each other. Instead, they should all be a piece of the bigger puzzle. I definitely want to see ECHO present all over the GCC with talents that are geographically diverse. We also want to focus on growing the production side and collaborating with brands on creative projects in Dubai, Riyadh, Milan, Paris, and the US. We plan on making the most of our network by taking on more projects with clients, using our talents in the best way possible and bringing a fresh outlook to content. Our goal is to bring a unique perspective to the market, whether it is through editorial or campaign shoots.

— And the last question. You work with people a lot — different characters, different energy. It is easy to burn out, right? Did that happen to you?

— Definitely. It reached a point where I was hospitalised and couldn't put down my phone. I was lying in the hospital bed, and the doctors kept telling me to put down my phone and stop using it. I had the IV drip in my vein and kept moving my arms too much! But I couldn't stop because I was too caught up with my work. That experience made me realise I didn’t have space to think. My head was filled with so many thoughts, and I was constantly preoccupied with other people's problems. My priority had become the other person, and I had completely disregarded my own needs. So, yes, I suffered from burnout for sure.

I think this happens to every workaholic at some point in their life. They have a moment of realisation where they think, “Oh my God, I am putting my work before my health, my family, my friendships...” It makes you realize how important it is to take care of ourselves as a top priority. If you are not treating yourself right, how can you expect to perform at your best? That is the most important thing and most valuable lesson I have learned over the years

— And how do you feel now?

— Nowadays, I go to the gym almost five days a week. I set intentional times and moments of the day for me. I know what works for me now; I think that is the beauty of having your own company. I work with people who share a common energy; we are on the same wavelength. I choose who I work with and feel fully content with those relationships. I am in full control of my time, so I manage time for the gym, meetings, projects, and personal life. Taking control of your life, as much as being an entrepreneur can be a lot of work, is also a beautiful journey. So, I am really enjoying learning that and prioritising myself just as much as my agency and talents.

I think it is about setting boundaries, even with yourself. You need to have your limits. Having the power to say “no” is important. You have to have that strength.

by Alexandra Mansilla