Umami Comms, a hospitality creative communications agency based in Dubai, believes it has defied industry trends with its people-first ethos that has seen the company’s employee headcount grow by 950% in just seven years since inception.

The agency now boasts a dynamic team of 44 staff based across two key offices – with 36 in its strategic HQ in Dubai, alongside a team of eight in its creative studio located in Buenos Aires.

“The heart of Umami’s success is not just its agency and client growth, but its dedication to employee wellbeing,” the agency told The HR Observer.

The “Mental Wealth” Modus Operandi is clearly working to retain talent as their staff retention rate for 2024 sits at 76.2% YTD, which surpasses communications and creative agency benchmarks globally. This has been achieved through industry leading HR and wellbeing initiatives, including hybrid working, a remote working policy, as well as an extended six months maternity leave and one month paternity leave, that goes above and beyond the GCC industry norms.

“We sell ideas, representation and service, so, we are a people business, literally,” says Colin Hutton, founder and CEO of Umami Comms.

As a result, Umami’s retention rate continues to rise, currently sitting at 76.2% in 2024, surpassing the industry benchmark for mid-sized communications agencies globally. 

Our growth is inextricably linked to our staff retention rate, so aside from the human aspect, it makes sense commercially to create a winning and caring culture. If we were selling cheese we would want our cows to be treated well. Happy cows make great cheese.

Colin Hutton, founder and CEO of Umami Comms.

Mental wealth benefits

As the agency has continued to grow, Umami has transformed its HR department, introducing industry-leading policies and benefits that focus on the mental, physical, emotional and creative wellbeing, which embraces an internal mantra in-line with modern mental wealth. While employees benefit from 22 annual leave days, a block of an additional week can be added allowing them to extend time at home or holiday without sacrificing further leave days. 

Further to the annual leave allocation, the agency said it also offers paid “personal leave days” for handling essential matters such as moving house, obtaining a driver’s license, or for true rest and disconnection with family, along with birthday’s off to celebrate their special day, and extended compassionate leave (up to 10 days) that exceed local labor law. 

My view on culture is simple; treat each other as you would like to be treated and support talent for growth, in every way possible. The talent within any business needs to know that you’ve got their back and that you are paving a road forward for them too. I am proud of what Umami has been able to achieve in a relatively short amount of time, and it’s all been because of our people and our dedication to them.

Colin Hutton, founder and CEO of Umami Comms.

A 6-month paid maternity leave and 1-month paternity leave

To support expecting mothers and the agency’s 74% female workforce, Umami offers six months of maternity leave, while soon-to-be fathers are eligible for one month paternity leave, showcasing its commitment to supporting employees during significant life moments. 

“This sits alongside the agency’s employee engagement strategy, from informal HR Coffee Chats to bi-annual team-building events, which has led to high levels of satisfaction, as reflected in the agency’s impressive Net Promoter Score (NPS) of 81%,” the agency said in its communication with The HR Observer.