NON FORMAT

Agency experience. Minus the baggage.

Market access and communications for growing businesses, the senior people you need, none of the agencies you don't.

Non Format is founded and run by Palina Antonava, a communications and market access specialist.

Palina has spent 15+ years helping businesses enter markets and earn attention in them – from opening doors in hard-to-crack territories to building communications programmes from zero at Amazon Prime Video, Google, Slack, ADP and Dell.

She started Non Format to give growing businesses that same senior firepower without the agency wrapper: the strategic partner in the room, not a vendor on a retainer.

We're not an agency

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We're what comes after

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Scalable by design

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Globally connected

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We're not an agency · We're what comes after · Scalable by design · Globally connected ·

Our services.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Market access

    Know the terrain.
    Market intelligence and entry strategy for businesses ready to move into Portugal – not guessing their way in.

    Know the people.
    Direct introductions to the partners, investors, and regulators who matter. The actual door.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and half circle lines.

    Communications

    Be heard.
    PR, media relations, and thought leadership for founders, executives, and businesses that need the market to pay attention.

    Be found.
    Brand strategy, GEO, and AI discoverability – findable by the right people before your competitors figure out how.

Our process.

Every project starts with a conversation, not a pitch.
We want to understand the problem before we say anything about how to solve it. We will ask the questions most people are too polite to raise.

  • Tell us what you are dealing with: the challenge, the context, the timeline, what good looks like when it is done. We will push back where we need to and flag anything that looks like it needs reframing before a single hour is logged.

  • We identify the right person (or a group of them) for the job. Always senior. Always chosen because they are the best fit, not because they are available on a Tuesday.

  • Before anything moves, you will know exactly what is being delivered, by when, and what it costs. What we agree is what you get.

  • The people you briefed are the people delivering. Progress is visible. Questions get answered directly. Nothing sits in a queue.

  • When the work is done, it is done. We will not invent reasons to stay on the clock. If ongoing support makes sense, we will structure that honestly – but it is always your call, not a default we slide into.

  • "Palina combines strategic thinking with exceptional execution, turning complexity into clear communications that deliver commercial value."

    Katie Yates, Marketing Director

  • "Working with Non Format team feels like having senior communications experts in the room who just get it – they are sharp, practical and always deliver."

    Eurico Nobre, Public Affairs Director

The world is moving fast,
and most agencies are billing by the hour to watch it happen.

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