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THE LOVE FRANKIE NETWORK🔥🧵

Love Frankie is a Bangkok-based "behaviour change" agency co-owned by M&C Saatchi World Services. Funded by Western state apparatuses (like USAID), United Nations bodies, and billionaire foundations, it weaponises pop culture and youth influencers to run covert state-aligned narrative campaigns across the Asia-Pacific.
lovefrankie.co

M&C Saatchi World Services is a premier private contractor for UK psychological operations and counter-extremism, heavily utilised by the Home Office and FCDO.
Love Frankie operates as their hyper-local execution wing in Southeast Asia.
This ensures foreign state narratives look like organic grassroots movements rather than top-down propaganda.

Luminate heavily funds the Institute for Strategic Dialogue (ISD) to define "misinformation" globally. The ISD actively partners with M&C Saatchi.
Billionaires fund the theory, states fund the execution, and M&C Saatchi and Love Frankie deploy the campaigns.
mcsaatchiplc.com/~/media/Files/…

Before establishing Love Frankie, founders Matt Love and Rebecca Mok drove the MTV EXIT foundation.
This was a massive mass-media campaign funded by USAID and AusAID that used pop music, live events, and celebrity influencers to alter youth behaviour. They took this exact state-funded behavioural modification model and privatised it to serve global governance goals.
en.wikipedia.org/wiki/MTV_EXIT

The directors are career specialists in state-vetted behavioural engineering:

🔷Matt Love & Rebecca Mok: Transitioned the MTV EXIT apparatus into a private consultancy model.

🔷Jerrell Chow (Strategy Director): An ex-advertising strategist who structures campaigns to align with international development frameworks and intergovernmental banks.

🔷Dias Rahwidiati (Senior Account Director): A former AusAID/DFAT policy author managing grassroots integration.

bangkokpost.com/life/social-an…

Liam Chester (Finance and Operations Director) managed the administrative engine for IOM X, a UN and USAID joint venture.
Crucially, he acts as the Data Protection lead for Love Frankie in Bangkok.
He oversees the technical infrastructure that guards the immense amounts of data harvested from local target populations during their intelligence gathering.
lovefrankie.co/privacy-policyiom.int

How the operation works: Love Frankie runs "Strat Comms Labs" to conduct deep social media listening on target populations. They harvest local grievance data, map out "audience personas," and identify demographics susceptible to non-Western narratives. This raw intelligence dictates the behavioural matrices they deploy.
lovefrankie.co/case-studies/t…

The capital behind these operations bypasses traditional democratic oversight. Billionaire vehicles like George Soros' Open Society Foundations (OSF) and Pierre Omidyar's Luminate map the ideological frameworks.
States (USAID) inject millions into primary defence contractors (like MSI), who then sub-grant Love Frankie to execute the media deployment.
highergov.com/awardee/love-f…

To hide the foreign state backing, Love Frankie relies on "Ideathons" and "University Challenges".

They identify, train, and fund local influencers aged 18 to 25 to build digital content.
The state pays for the initiative, the agency designs the psychological framework, and the local youth serve as the unwitting vectors delivering the message to their peers.
id.usembassy.gov/usaid-and-meta…

 

Love Frankie does not just work with state aid apparatuses; they are directly integrated with the platforms where narrative warfare takes place.

Their operations are heavily backed by and co-designed with global tech monopolies, most notably Meta (Facebook/Instagram/WhatsApp).

This creates a closed loop: the state funds the objective, Love Frankie designs the psychology, and Big Tech provides the distribution infrastructure.lovefrankie.co/insights/impac…

To see how this works in practice, look at their recent "Saring Daring" initiative in Indonesia.

Co-funded and supported by USAID and Meta, this operation specifically targeted Indonesian university students, challenging them to build "digital campaigns tackling misinformation."

It perfectly illustrates the model: foreign state funds and Big Tech deploy local university students to police the online spaces of their own country.

Love Frankie directors are specialists mapping the digital terrain.

🔷Azarine Kyla Arinta (Digital Strategist): Utilises emerging media studies and "storytelling techniques" to craft behavioural solutions. Also British Council.

🔷Cenna Fikri (Program Manager): A psychology graduate managing digital literacy and stakeholder engagement, ensuring the psychological mapping is correctly applied to target audiences.
These are the ground-level architects of the "Strat Comms Labs."
lovefrankie.co/agency

In 2024, the agency officially launched "Love Frankie 2.0".
This marks a transition from simply running campaigns to building an "internal impact function" dedicated to mass evaluation and learning.
They are essentially scaling and refining their behavioural tracking models to make their future operations across the Asia-Pacific even more precise, drawing on a decade of harvested population data.
lovefrankie.co/insights/impac…lovefrankie.co/case-studies/s…

This is modern asymmetric narrative warfare.
A corporate-state hybrid uses foreign intelligence and billionaire capital to extract data from local populations.
They engineer a behavioural matrix and use local civil society to enforce narrative compliance under a non-profit shield.
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