7 Reasons Why Great Experiences Take Time

It’s safe to say that we’ve certainly delivered our fair share of last-minute miracles. Stared the most challenging deadlines straight in the eye, and pulled entire warrens of rabbits out of top-hats. From brand environments & interiors, to event management and exhibition stands, we’ve helped our clients achieve the impossible. And yet, it’s no coincidence [...]

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Finding Your Wow Factor

If there was ever a marcomm term broadly misunderstood by clients and consultants alike, then ‘wow factor’ would easily meet that criteria. And while it would be amusing to list all the interpretations that I’ve personally encountered over the years, it’s more useful to focus instead on what the term actually means – at least [...]

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Stories, Not Storeys

It may seem incongruous to invoke Darwin in a conversation about exhibition stands, but their ongoing transformation does bear distinct evolutionary traits. We’ve come a long way from the not-so-distant era when clients genuinely believed that big and expensive exhibition stands guaranteed success. The trend has slowly evolved towards engaging the audience with compelling narratives [...]

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Why Tech Is Your Event’s Best Friend

It’s tempting to dismiss the impact of technology on exhibitions and event management as a passing fad, but in reality it represents a paradigm shift – and from my perspective an entirely welcome one. Tech can add layer upon layer of appealing functionality to your event, but there is one caveat: moderation. Your event shouldn’t [...]

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Why Challenge A Brief?

No agency worth its salt would take a client’s brief at face value – especially in a region where insightful briefs are a rarity. But few go beyond clarifying or enhancing a brief… into the trickier territory of proactively challenging a client’s perspective. We invite Action Impact’s Executive Director (Mike Wain) and Client Services Director [...]

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It’s True: A Passive Event Is A Non-Event

There was a time, and not too long ago either, when events were predominantly a one-way street. Broad swathes and impersonal flows of information directed at captive audiences, delegates and visitors – with all the finesse of a garden wall being whitewashed. Perhaps it was just as well that live event polling and survey technology [...]

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Stop! This Is Not How You Choose An Agency

Imagine a project where the client has asked 15, maybe 20, prospective vendors to pitch for the same scope of work. Scary isn’t it? I’m coming across such scenarios far too often for the phenomena to be an anomaly; it’s becoming a trend. But what’s wrong with that, I hear you ask. What’s wrong with [...]

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Putting Creativity Back In The Heart Of Event Management

I’m in the unusual position of being both the new boy and one of the old hands at Action Impact. Our relationship goes right back to the birth of the company, and I was intimately involved in many of the early big wins with some great work that I’m very proud of, including the very [...]

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The GIF, Truly Worth A Thousand Words

When we recently redesigned our website, we wanted the team’s profile photos to convey more than just their appearance. Everyone has a unique personality that static images struggle to capture. Short video clips seemed the obvious solution but the huge file sizes and long download times were completely unacceptable. We had to put on our [...]

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Technology For Technology’s Sake In Event Management

Everyone remembers Jurassic Park for its amazing use of CGI effects in creating the world’s first photo-real dinosaurs. But for a film that depended on cutting edge technology to accomplish its vision, it also offered some words of caution to those rushing to embrace the latest innovations. In particular, Jeff Goldblum, as the mumbling chaotician, [...]

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The Truth About Our Event Marketing Awards

At the recent Middle East Event Awards, I was both surprised and honoured to receive the award for “Outstanding Contribution to the Middle East Event Industry”. Unexpected to say the least, it precipitated a cocktail of emotions. It’s not the first award I’ve won, but it was unique in many ways and steered my thoughts [...]

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3 Key Points That No Event Management Brief Should Go Without

What is a brief?  That’s not a trick question. It’s a genuine enquiry, since different people seem to think about the role of the brief differently. Maybe it’s one of those words that’s been bashed around and mistreated over the years. So there comes a point where it stops meaning what it used to. Let’s [...]

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5 Ways to Get The Most From Your Event Management Agency

Blame it on advertising. If there’s any kind of divide between clients and agencies, it can probably be traced back to the era of Mad Men. As the nascent agency world built a fearsome reputation for innovation, creativity, and idiosyncrasy; the client teams were sidelined as the bean counters and joy killers. Of course, we all [...]

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Flashes of Creativity

By Simon Tapping, Executive Creative Director And there I was. Reclining on in the Purple Majilis with a copy of ‘Flashes of Thought‘ in my hands. This book is a treasure trove of insights written by His Highness Sheikh Mohammed and a fascinating read for anyone seeking inspiration and motivation. Three quotes in particular really resonated with [...]

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