We recently had the privilege of interviewing Bian Thomas, Founder, Project Director, and CEO of Public Butter, an advertising & communication agency. She is also the Co-Founder and Managing Director of Uliv LLC FZC, an e-retail premium brand in fashion and fragrance. With a passion for storytelling and bringing stories to the world, Bian built her agency. In this insightful session, Bian shares her journey, the challenges in her field, and the impact of digital transformation in the industry.
The Beginning
We began the interview by asking, “How did you get started, and what led you to where you are today? Where do you see yourself five years from now?”
Bian shared, “If I had been asked this question during my Master’s course, let alone my school years, ‘businesswoman’ would not have been the answer. Like most kids, I wasn’t sure about anything, shifting interests during my school years, and eventually deciding to pursue finance during my MBA. I started my career in Dubai, transitioning from a bank officer at ICICI Bank to a certified Financial Consultant at Mondial, Dubai, after passing the CISI exams.
I craved spontaneity and creative roles, so after a good run in the finance industry, I decided to call it quits and try marketing roles. The transition wasn’t easy, but it was meant to be. I explored various roles, including challenging marketing positions in corporations and freelancing as a TV show host and radio jockey (the latter lasted just a couple of weeks). However, none of these felt right. My last corporate stint was with Leo Burnett, where I finally realized business was my calling.”
She added, “I ventured into the media, and Public Butter was born. Since then, I’ve never looked back. Media allows me to engage with my other passions, including vintage and classic cars, residential architecture, interiors, and fashion.
Life took another turn when I partnered with a close friend, Ivana Tillich, to create Uliv, a premium retail brand in fashion and fragrance. Being in retail comes with fluctuating challenges, but I remain optimistic about the long-term results.”
Current Offerings At Public Butter World
We were interested to learn more about the services offered by Bian’s company. So, we asked, “Can you share more about your current role and the business you lead? What are the core services/products you provide?”
She replied, “I am the Founder and CEO of Public Butter World LLC FZE, an advertising and communication agency producing video content such as TV shows, series, docuseries, and ads for TV channels, corporations, and brands in the UAE region.
I am also the Co-Founder and Managing Director of Uliv LLC FZC, an e-retail premium brand in fashion and fragrance. In 2024, Uliv launched premium organic candles and loungewear. Upcoming product launches in 2025 include premium perfumes and outdoor minimal design wear. Our fragrances are crafted in Italy, and our jars are handmade by local artists in the UAE. Future collections will feature exotic stoneware. Our loungewear, made of premium Korean fabric and manufactured in the UAE, will expand to include pure cotton and silk lines. Uliv is a proudly homegrown brand.”
Adaptability Amidst Challenges
We further asked, “What challenges have you faced as a business leader, and how have you overcome them?”
“There are different sets of challenges in the media industry, including getting the first set of clientele. A new business in a saturated market, run by a single lady, was a tricky start. However, my previous years in the industry helped, but more importantly, the networking. This applies to any industry as far as I understand, business-wise and sales-wise. A great network of trusted partnerships in your industry is a key factor to a successful business, be it to build a clientele, team, or vendors.
Also, creative and quality deliverance in your production as per the client brief is a basic game now. So, in a saturated market, going above client expectations is what leads to the next steps. All the above steps enable retainer clients, and that is a gauge in itself. Being able to hire talent in a saturated market is no big deal, but finding a reliable one with work ethics is tough. The networking system you have will help there as well. Then a system of probation, periodical appraisal, and a healthy and transparent work environment all help maintain the quality of the team.”
“In the retail industry, creating a niche in the luxury goods market involves having a brand with a conscience that is organic, sustainable, and appealing. It’s important to fulfill business commitments after effective marketing, as maintaining quality and preparation before launch impacts success. This includes product R&D, supply chain management, and competitor analysis.
Finding reliable vendors is crucial since the demand for them is rising, emphasizing the importance of good work ethics. Building a loyal community around the brand, focused on shared values such as environmental consciousness or empowerment, is vital for long-term success.
Also, it’s essential to uphold personal values while running a business, avoiding a sole focus on profits. Lastly, effective planning and being proactive rather than reactive can help prevent setbacks and ensure the business’s growth,” she added.
Embracing Digital Transformation
Fast-paced digital transformation is redefining the way businesses perform. So, we asked, “How do you see technology, especially AI, impacting your industry? Are there any innovative practices you’re implementing?”
Bian reflected, “AI is both a boon and a bane. For a media company, AI can be considered a creativity killer, which consequently eliminates jobs for creative talent. But what brands need to recognize is that there is a base for AI and a threshold, after which nothing can beat the human creative mind. One simple example is ChatGPT—almost any output from it seems dictated, lacking a humane essence. The increasing demand for mediocre work and repetitive rhythms is also one of the reasons why AI creatives thrive.
That said, for some segments, like graphics, standard VOs, 360-degree videos, IVR videos, etc., AI outputs are time- and effort-saving. For our production and post-work, we do use AI, but not extensively, as our clients also expect a humane touch to the art. Specifically, Public Butter’s tagline is: We melt minds!
The same applies to our business at Uliv, where we may use AI for smaller, ‘not-so-creative’ requirements. But for a storytelling approach, we get back to the basics to pull off a trend- and product-sensitive film.
Of course, technology is everywhere, and it has helped the growth of the world itself from yore, bringing it closer and closer, which also massively helps start-ups to run their own show.”
Envisioning The Future
To learn what Bian believes will be the future of her field, we asked, “What are your views on the future of the industry you’re associated with?”
She replied, “In the UAE, the market is saturated for both the media and luxury industries. I understand that Saudi markets are more open and are welcoming a huge talent base there. But in the end, one needs to evaluate whether they are focusing solely on a career or pursuing the complete package they’ve envisioned for their goal years. I chose the latter. It is, indeed, each to their own.
That said, beating the odds in a saturated market is challenging. So, considering the greener pastures is advice worth thoroughly evaluating.
For luxury, even though it is a saturated market, there will always be demand as long as you focus on the niche or USP to build a loyal following. A significant factor in this region is the emotional connection to home-grown brands, which is immense.”
Message To Beginners
Addressing the beginners, we asked, “What advice would you give to aspiring entrepreneurs or leaders looking to make an impact in your industry?”
Bian replied, “Regardless of the business, it’s essential to understand what you, as a business owner, are bringing to the table. People skills are an absolute must for the long haul; other expertise can always be hired or outsourced.
Never start a business for the sake of the title. It’s a mental and emotional investment, in addition to the financial commitment.
The initial years will always be challenging. Break-even points vary depending on the industry—quite fast for a media business, I’d say, but much slower for retail businesses, with an even longer delay on ROI. This is because the early years are all about reinvesting. Be prepared with a safety net instead of expecting immediate revenue to sustain yourself.”
“They say the media is glamorous, but the work behind it is just as strenuous and starts from level ground—much like the retail industry. The results are, of course, rewarding, but no business has thrived without owners and workers navigating a string of challenges, taking risks, strategizing, working consistently, persevering, and holding on to endless hope.
Try to avoid unnecessary overheads in the early years of your business. Focus less on ‘showing off’ and more on ‘showing less to save and build more’ as a business policy.
Having the right values and systems in place is crucial to creating a brand with a conscience. This is your way of giving back to the beautiful earth and its cohabitants,” she added.
Balancing Personal-Professional Life
We ended the interview by asking, “How do you maintain a work-life balance while managing a business?”
Bian aka Bincy Ann Thomas responded, “I am a single woman, and while that can be an advantage in work life, I am no workaholic. I was, until a certain point, but then I made a deliberate decision to slow down. My mantra became enjoying the process and the journey, not just the results. I enjoy where I am and what I do because I believe this approach is healthily sustainable for both my mind and body.
I don’t see myself retiring from the projects and works I love, and even more so, from the people in my life. Speaking of family, the most important people in my life are my dad and mom—Thomas and Alice. They are my greatest support system. When I reflect on my life – whether personal or professional – the best parts are because of them.
My mom has always emphasized the importance of education and the progress it brings to life, but even more so, she’s instilled in me the value of emotional well-being and a relationship with God. We are born-again believers. From her, I’ve imbibed both strength and femininity. My dad and mom have been my constant source of reassurance through every career transition, even when they voiced discontent with some of my ideas. Like many, I had my rebellious phases as a teenager and adult, but the backlog of their advice has caught up with me, and nothing has helped me more.
I also take loyalty very seriously. I give and receive it abundantly within my inner circle of family and friends, along with my time and effort. I believe this to be a strong foundation for building lasting and healthy value-based relationships.
It’s essential to maintain a good balance between people and work in life. But above all, my mantra is simple. If you don’t have peace within you, no amount of work, success, or people will bring you actual joy. And my peace is my God.”
Follow Bian Thomas on LinkedIn.
Find Public Butter on LinkedIn and visit their website https://publicbutterworld.com/
Find Uliv on their website https://uliv.ae/
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