How a meerkat became a social media hero, creating a cult brand

Amelia Torode

There's a new cult advertising hero in town, breaking hearts and smashing business targets. His name is Aleksandr Orlov and he is an entrepreneur from Moscow. In his mid-40s, about two-and-a-half feet tall, he is highly opinionated and very furry.

That's because he is a meerkat – or, to be precise, a 'business-meerkat' – the founder of, the world's premier meerkat comparison website. Key in a few details, such as the size of meerkat you are looking for, your hobbies and your preferred meerkat location, and you're away.