Who We Are

WHAT I.F.
we disrupt your marketing?

We don’t just run ads and write press releases. We build bold communication strategies that make the entire market talk about your business.

10+
years on market
100+
successful cases
360°
360° approach
WHAT I.F. Philosophy

Principles behind every single case we build

01

No guesswork, ever

Every creative idea, PR campaign, or ad funnel relies on solid data. We accurately map the Uzbekistan market, analyze competitors, and uncover target audience pains long before launch.

02

Ahead of the curve

What worked in marketing yesterday fails to deliver ROI today. We are the first to test new tools and formats, deploying them into your business before competitors even hear about them.

03

Honesty in metrics

We never hide behind vague reports on "beautiful vanity metrics". You always see the real impact of our marketing efforts on your brand, customer loyalty, and business growth.

04

360° Marketing Ecosystem

No more searching for fragmented vendors for PR, web dev, SMM, or targeting. We manage the entire lifecycle end-to-end, ensuring absolute synergy across all communication channels.

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Expert Team

The minds that ask the right questions

Igor Fedorov - What IF

Igor Fedorov

Founder & PR-consultant

Expertise

Development of global communication strategies, crisis management, executive positioning, and brand reputation management.

Adel Mavlyanova - What IF

Adel Mavlyanova

Designer, Creative Producer, Content Director

Expertise

Creation of visual identities and design systems, photoshoot production, creative concept development, and content strategy direction.

Yulia Shakhova - What IF

Yulia Shakhova

Project & Event Manager

Expertise

End-to-end project management from brief to launch, large-scale event coordination, timeline management, and quality control at every stage.

Snezhana Zeytulaeva - What IF

Snezhana Zeytulaeva

PR Manager

Expertise

Media and influencer relations, brand integration into the news agenda, copywriting of expert materials, and newsworthy event management.

Evgeniya Fedorova - What IF

Evgeniya Fedorova

SMM Manager

Expertise

Social media brand promotion, viral content creation, active community building, and launching creative digital special projects.

SCALE AND EXPERTISE

Shaping Brand Image.
Driving Economic Growth.

Uzbekistan today is a progressive, fast-evolving market. We align international communication standards with rich local insights, channeling global investments and experiences of tier-1 global companies (from the US, Europe, CIS, and UAE) straight into the heart of Central Asia.

World map
Tashkent — WHAT I.F. HQ
PROVEN RESULTS

Numbers That Speak For Us.

0+

Successful Cases

Large-scale marketing campaigns: from local SMM to complex international 360° PR strategies.

0M+

Total Media Reach

Targeted publications, viral PR hooks, and high-tier brand mentions across business media hubs.

0°

Marketing Ecosystem

Covering the full cycle of corporate demands: analytics, strategic planning, production, and performance.

0%

Retention Rate (LTV)

The majority of our key clients stay with us for continuous long-term annual retainers.

HOW WE WORK

From Hypothesis to Result:
Processes in Motion.

01

Deep Audit & Strategy

No generic templates. We immerse into your business structure, evaluate competition, and map key communications.

02

Packaging & Production

Crafting a powerful visual presence, creating disruptive PR angles, and producing audience-centric content asset frameworks.

03

Launch & Distribution

Activating target ads, scaling performance tools, and deploying core brand stories to tier-1 business media platforms.

04

Analysis & Scaling

Measuring multi-channel data layers, lowering cost-per-lead indexes, and confidently growing your industry market share.

MEDIA ECOSYSTEM

Analytical Intelligence
and Top News Media.

We rely on comprehensive media monitoring and data layers. Publishing and driving brand stories forward across the main native news and financial networks in Uzbekistan and the CIS.