An Aldar First On Yas Island!  A Sales Centre In Twelve Weeks!

An Aldar First On Yas Island! A Sales Centre In Twelve Weeks!

Another challenge from Aldar Properties delivered in record time. “In one of our early meetings about their stand for Cityscape Abu Dhabi, our clients at Aldar Properties mentioned that they were struggling to find a venue for a sales centre for the Yas Acres development,” says Hedley Grist, Action Impact’s Account Director. “We’ve worked on a few interesting projects with temporary structures (some of which turned out not to be so temporary), so we offered to help. But in our next meeting, they issued us with an even more unusual challenge. They had identified one of the buildings at the Yas Links golf course as a possible venue, and they wanted to know if we thought it could be converted into a sales centre in time to benefit from the publicity around Cityscape, a mere twelve weeks away.”

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 asking a bunch of agencies to respond to your brief and then choosing the best solution? Well, it doesn’t work. At best it’s a time-consuming and mechanical process completely at odds with the purview of creativity. At worst, it reduces all ideas and solutions – good and bad – to the lowest common denominator: cost.

Let’s face it; this catch-all style of procurement is commercially driven. It pays little more than lip-service to technical and creative abilities, and yet involves countless creative hours and valuable resources. And ultimately the track record, delivery abilities, approach and creative talent of the agencies pitching are all largely overlooked.

There must be a better way, right? There is, and the good news is that it works for all kinds of creative projects: from event management and exhibition stands, to brand environments & interiors. The answer is simple: Search for a partner, not a vendor.

Start by investing a little time and researching a handful of agencies who meet the criteria of delivering a measurable and successful project. Next, give these agencies an opportunity to meet your team and present their credentials. Use these meetings to develop and fine-tune what you’re looking for and what you need from an agency – and conversely, what you don’t need or could do without. Then shortlist two, or at most three, agencies that meet your criteria – and ask them to participate in a well-managed RFP process. This way you’ll be able to compare commercial aspects and key deliverables against the backdrop of an inspirational big idea. More importantly, you’ll be able to choose wisely – without your judgement being clouded by countless different proposals.

So, how do you go about it? Well, prequalify as much as possible – even before you send out the RFP. Look at an agency’s stature, references, testimonials and professionalism. Ask about the size and quality of their creative and project management teams. Keep reminding yourself that you’re looking for a relevant fit to your specific needs – which may not necessarily be the largest agencies in town. Assess your prospective partners in terms of their people and specialisations.

And once you’ve found a great agency and experienced their worth on a couple of projects, why not consider awarding them preferred supplier status? They’re already a valuable extension to your marketing department – understanding your brand, your vision and your objectives. It’s a win-win situation for everyone involved; maximising output and minimising costs. But there’s the human element too. You’ll get to know the crew at your agency, and they’ll get to know your people – the makings of a solid, close-knit team.

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 first appearance of du at Gitex, and the Saadiyat Island visitor centre for TDIC.

But that was as a consultant, and sometimes being a consultant can be frustrating for everyone – there’s nothing that can beat actually being here when you’re needed, day or night. So I’ve finally taken the plunge, and I’m moving out with my family, having taken up the role of Executive Creative Director.

These days everyone talks about creativity, but not everyone knows what it means in relation to a leading event management and digital marketing company like ours.

For me it means so much – being inquisitive, observant, enquiring – not taking anything at face value – always looking for the difference. Asking more questions, being open to new ways of doing things, finding out about new technologies and knowing when to use them, being a collector of ideas and influences just in case they might one day be useful.

One of the joys of this job for me is that you get to find out about so many different things. Every client has a story to tell, and our first job is to understand their story in order to judge how to retell it to their chosen audience.

All of our clients want originality, but what might seem like a small step for one client will feel like a big leap to another, so it’s down to us to get under our clients’ skin and work out what’s right for them. I call this ‘Appropriate Creativity’ and it’s something that I’m passionate about.

Creativity affects how we look for business, how we win business, how we build and maintain relationships with our clients, and how we continue to enjoy doing what we do and get even better at it. So putting creativity back at the heart of our business will put a new spring in everyone’s step.

As Executive Creative Director I have the combined resources of a great in-house team and a little black book of talent from around the world, so we will continue to bring in influences from far and wide to get the very best solutions for all of our clients whilst also nurturing the entire team to get more creative in our approach to everything we do.

It’s an exciting and busy time, which brings to mind an old joke I was once sent: “Why doesn’t a Creative Director look out of the window in the morning? To give them something to do in the afternoon!”

I’m still looking for the window!

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 thinking caps, and as a leading digital marketing agency in Dubai, it turns out we were up to the challenge! With conventional video formats out of the question, it was time to reacquaint ourselves with the ageing yet ever versatile GIF (graphics interchange format). This brought file sizes into more reasonable territory, but the issue was essentially the same: Finding the optimal balance between file size and image quality.

We also had to bear in mind the limited memory available on mobile devices. Loading even a few large GIFs quickly overwhelms most mobile devices – we had to profile 30 or more team members!

We solved the memory issue first – by designing the GIFs to load on demand. Profiles would be accompanied by static thumbnails, and the heavier animated GIFs would load only if someone hovered over the image or tapped it. We also experimented with colour palettes as a way of reducing file sizes. Fortunately, classic B&W imagery was not only the most economical but also the most elegant.

With the basics in place it was time to capture the team’s faces and emotions. In hindsight, our first shoot was hugely optimistic. We shot with full motion, with the intention of creating seamless loops. Everyone was allowed to do whatever they wanted within the frame. The results looked great but the files were massive.

A second shoot was organised and we imposed some restrictions on the movements that people were allowed. This didn’t go according to plan either. Some of the movements became so subtle that they were easily missed. And while file sizes did reduce somewhat, the decrease was not in proportion to the emotion that we had sacrificed. It was back to the drawing board.

By now we were starting to wonder if perhaps we were chasing the unattainable. But, staying true to an inspired creative goal is all about perseverance and we just weren’t ready to give up. The breakthrough came when our research chanced upon promotional “cinemagraphs” for the TV show 'House of Cards'. The technique involved isolating motion in an otherwise frozen frame. And it looked great!

Initial tests to replicate the technique were a hit. File sizes dropped dramatically and we had more room to optimise image quality. We also decided to soften our stance on looping. Movements that loop naturally would loop, and those that didn’t would stop at the end. This decision didn’t detract from the overall look that we were aiming for.

Isolating movements against the white background was easy, but isolating movements that overlapped the face or body was far trickier. As we found out, it’s impossible for the body to remain perfectly still. Even for the few seconds that our people were being filmed, there would always be subtle body or head movements.

We thus had to devise a few carefully positioned masks that helped us cover up small unintentional movements. Excessive movements would require the whole area to be included as part of the “active” frame and thus increase the file size. As a final touch, we chose to slow everything down to about half speed. This added just the right amount of drama and a hint of poetry!

The end result as it appears on our website speaks for itself. But it also says a lot about what a dedicated and talented team can achieve if they put their mind to it. And perhaps the parting shot is that old adage: If at first you don’t succeed…

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, chides the geneticists responsible for resurrecting dinosaurs by saying: “…your scientists were so preoccupied with whether or not they could that they didn't stop to think if they should.” We’ve all done it. Had one of those conversations with someone about the new iPhone. “Are you going to upgrade, or wait for the new one in September?” And usually the answer is, “Oh, I think I’ll wait,” even though no-one has any idea what changes will be made to the new model. It’s what the consumer electronics industry used to call ‘planned obsolescence’ and it means we’re all becoming increasingly obsessed with throwing out the existing technology in favour of something new, before we’ve even figured out what to do with it. And if we’re not sure what it’s for, what hope do our audiences have?

This isn’t a phenomenon that’s unique to our industry either. Just last week, Marketing Magazine published an article by Rosh Singh, arguing that marketers have to do a better job of educating consumers on what the technology delivers. More importantly, consumers need a good reason to interact with these digital solutions.

So what does this mean for the event management industry? Well, there’s no denying that digital technology is opening up countless different ways for us to offer engagement and interactivity. But in our relentless quest to seize upon the latest, greatest technology, how many of us stop to think about how it can enhance or improve that all-important audience experience?

We’re all under increased pressure to maximise our budgets and deliver tangible ROI on every dirham that we spend. Technology can help create more meaningful experiences for our guests, and even offer a platform for measuring its impact. But in order to make this a reality, we need to commit the same thought process to the integration of these solutions that we do to planning out the event itself. And what’s our perspective as a leading event management and digital marketing agency in Dubai? Ultimately, if it’s not adding value to the audience journey, deepening a connection with your brand, or enhancing dwell time, it’s not worth your time or money.

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 into introspective territory. The fact is that you don’t really do it for the awards. You do it because something inside drives you to excel. And it’s this passion and perseverance that awards applaud. A short but memorable break to celebrate your achievements, before returning to pursue the goals you’ve set yourself.

No, you don’t do it for the awards but it certainly feels nice to receive them. Not the physical trophies (although those can be quite beautiful sometimes), but the meaning behind each award. The joint recognition of your peers and a genuine validation of whatever you’re trying to achieve.

And that’s something that distinguishes well-earned awards – you never become blasé about receiving them because you’re intimately familiar with the hard work and sacrifice that they represent. And for people like myself who tend to be self-critiquing perfectionists, awards are also authentic benchmarks for gauging how we’re doing and where we need to do more. They are after all a highly refined mirror that society and our peers hold up to us.

When you’ve been in the event management business for as long as I have, it’s easy to lose track of how far you’ve come. That’s another thing about awards – they’re fantastic milestones; irrevocably marking your journey and the things you’ve achieved. In less than nine years, I’ve helped to make Action Impact the UAE’s brand experience agency of choice. Along the way we’ve picked up many regional and international awards, including seven Middle East Event Awards – ranging from “Best Cultural Event in the Middle East” and “Best Exhibition Stand Design” to “Best Event on a Budget” and “Highly Commended for Employer of the Year”.

But this particular award means a lot more to me personally. In early 2009 I was approached by a local formation committee regarding the establishment of a Middle East Chapter of the International Special Events Society (ISES) - the world’s largest international professional association for the special events industry. After almost 18 months of campaigning under my interim leadership, ISES Middle East was incorporated as the officially recognised business group for the Dubai event industry.

Then in 2012, I was voted President of ISES Middle East by the founding committee and founding members. We went on to increase our membership to over 80 in less than 15 months – making it the organisation’s fastest growing chapter in the world. Consequently in 2013 I was honoured with two ISES accolades: the “J. Robert Graves Pioneer Award” and the “Outstanding Membership Achievement Award”.

All this seems to have culminated in the “Outstanding Contribution to the Middle East Event Industry” award, which quite frankly I was not expecting at all. It’s exhilarating and humbling at the same time. To be recognised and singled out for such a prestigious honour by the industry at large is overwhelming to say the least.

The award brings together everything I’ve just talked about – a milestone that I’ll forever cherish, a personal best that I’ll strive to improve upon, and a solid validation of my values and principles. I’ll conclude by saying a sincere ‘thank-you’ to everyone who’s been a part of this incredible journey so far. Now let’s see what else we can achieve together.

Twitter is Huge In the Middle East, Here Are 7 Reasons You Should Be Taking Advantage Of It Right Now

It's bigger than you think. And if the truth be known, often or not, completely misunderstood.

Why on earth am I interested in sending silly 140 character messages every five minutes? Hashtag this, hashtag that – I just don’t get it.

I know. We thought the same. That is until you focus on the power of Twitter and actually start embracing it.

Doing "Social Media" right is a bit like playing tennis. Looks easy to play (which it is to a degree) but to perform at the highest level and get the biggest pay-day, takes great commitment, focus, and practice.

And most people are doing it ALL wrong. Us included.

So, we did exactly that. We’ve focused, thought about it…thought about it again and then began to understand and harness the strength and the power of Twitter and formed an internal team.

Hence “Twiffic Tweam” was born.

A young, agile, tech-savvy bunch, “Twiffic Tweam” comprises of seven social media mignons of diverse backgrounds, from every corner of our agency walls who are drawn to the twittersphere in order to tweet and retweet valuable, memorable and rather different content.

An agency team charged with growing our following, engaging with relevant communities, and listening to relevant channels.

And we’re #readyforaction

So, seeing as Twitter is only seven (yes, 7) years old, we thought we’d list seven good reasons to jump on the tweetwagon.

Note: Each of these following points is summarized with the terms TL;DR which for those not familiar with internet slang means “Too Long; Didn’t Read."

1. Interesting People

We all want to surround ourselves with interesting people, don’t we? And regrettably not all of us get the chance to do that in the real world.

Twitter is meant not for friends and family but for people you actually want to connect with. You can follow almost anyone and almost anyone can follow you. It’s really simple to make contact. There’s none of the mutual agreeing to be friends required by Facebook, so if you want to follow 500 mad eccentrics then that’s your right. If none follow you back then it doesn’t matter at all.

TL;DR: Twitter is full of people with things to say, and listening is easy.

2. Breaking News

Twitter has proved its worth in recent years as THE platform for breaking news.

The simplicity of the site means that the first thought many people at the scene of a developing news story do is to tweet about it. A few retweets later and the news has spread. Fast. Really fast.

TL;DR: Who needs newspapers when Twitter breaks the land-speed record?

3. #Trends

As well as breaking news Twitter is a powerful resource for tracking trends. If a YouTube video is going viral then it will be getting shared on Twitter. If a new meme is spreading like wildfire then it will appear on Twitter . If a celebrity has done something newsworthy but has managed to avoid the news leaking to the mainstream press it will likely appear on Twitter.

Hashtags (#) also work as part of this, and most of the Trends listed on Twitter use this simple method of assigning/marking a particular subject to a tweet.

TL;DR: Trending hashtags can keep you locked onto current topics of conversation

4. Company Conversation

Brands love Twitter.

Most brands, companies, associations etc are highly likely to have a presence on the site, whatever product they sell or service they provide. Twitter is a great tool for brands to promote themselves and their products, but they are unable to push their wares onto consumers without consumers pushing back.

Twitter represents one of the quickest and easiest ways to contact a company, follow a brand or observe your competition. The response you receive may not be as fine-tuned as you would get by speaking to a person on the phone, but at least you won’t be left hanging around listening to hold music.

TL;DR: Get a quicker response to a direct question from a brand on Twitter.

5. Celebrity Access

Celebrities love Twitter too. While not every famous person is present on the site, a high percentage are. The celebrities get another platform to promote themselves and their latest film/television show/book/perfume, and in return their fans gain a new way of accessing their heroes.

While those who are really keen on certain famous people have always found ways to talk to them, Twitter makes it very simple indeed. If a celebrity is on Twitter then anyone else on Twitter can send a message to them.

TL;DR: Tweeting a celebrity beats stalking them.

6. Creative Outlet

You can start a Twitter account about almost anything, as long as you abide by the rules set forth by Twitter. You may want to parody a famous person, write short poetry, recount witty anecdotes, or tell lame jokes.

Twitter gives you a certain sense of anonymity to plumb the deepest depths of your creativity.

TL;DR: Be imaginative with themed tweets.

7. 140 Characters

If you’re anything like me you have an ADHD.

You can read books, detailed features, and articles several thousand words long, but there are times when you’d rather not have to. This lack of attention span is why TL;DR became so popular, and it has also certainly helped promote the popularity of Twitter.

You only have 140 characters to say what you want to say in a tweet (excluding URLs). This means people are forced to be succinct, boiling the facts down to their core. Sure, there may be a link to a longer news story, but it’s surprising how much information you can consume purely from reading tweets.

TL;DR: 140 characters makes TL;DR redundant.

So, some compelling reasons to take another look at Twitter and/or sign up. And anyone who signs up to Twitter as a direct result of this article is guaranteed at least one follower…us.

Just tweet us at @actionimpact and we’ll have a (140 character) conversation.

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 start with a clean slate and be really specific. The best definition we’ve ever seen, is “A structured conversation with a purpose.”

There are three things that stand out in that six word sentence: 1) Structured – a consistent format means that everyone in your company uses the same approach, so your suppliers always know what to expect from the process. 2) Conversation – It’s easy to think of a brief as a noun, but it’s also a verb. When we brief someone, we’re not just presenting them with a document. We should have a conversation – that means both sides get to contribute and we arrive at a consensus around the deliverables. 3) Purpose – it’s so important to always have an end-goal in mind.

The next question that often pops up, is “How long should a brief be?” In our opinion, a brief should be as long as it needs to be, and as short as it can be. After all, it’s called the ‘brief’ for a reason.

In the end, a great brief needs a combination of two things: detail and direction.

Think of it like a box of LEGO.

You can have all the parts, but without the right instructions, you’ll always be guessing about the end result. Equally, you can have all the instructions in place, but if some of the key pieces are missing, you’ll never get the desired outcome.

When it comes to briefing an agency on a project, it’s always useful to think about the problem you want help in solving. Now, that might seem illogical, especially if your events and activations have always been successful; after all, if they’ve always worked, where’s the problem? It’s really just a way of getting you to step back from the immediate needs of the brief, and think more objectively about your key goals.

Maybe you want more attendees than in previous years. Or perhaps you need to find ways of driving more sales leads at your next event. All of these challenges fall under the heading of ‘problems to solve’ and they’ll help to ensure that you get the best possible solutions from your agency.

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 know that nothing could be further from the truth. Nonetheless, there’s still plenty of work to be done in order to help client teams and their agencies feel more aligned. After all, the more we understand each other’s worlds, the better the work will be. That way, everybody wins.

So, here’s our perspective on how clients can get the most out of their agency partnerships. And if you’ve got a point of view on how agencies can better service their clients, please get in touch. We’d love to host a guest voice on the matter!

1. Trust

Clients often stipulate that they’d like an agency partner, rather than just a service provider. And we’ll be honest – that’s music to our ears. We believe in collaboration, mutual respect and, above all, trust. These things are key to any lasting relationship, and enable everyone to bring their A game. Every time.

This isn’t about blindly accepting everything your agency tells you. We’re more than happy to be challenged. Instead, we simply encourage everyone involved to remember that everybody has the project’s best interests at heart. One of the most valuable things your agency can offer you, is the breadth of their experience working with other clients. You get the benefit of all that knowledge without any of the pain that comes from acquiring it in the first place.

2. Openness 

Easy to talk about; harder to achieve. It’s easy to mistake openness for an unfiltered stream of information, where everything is accessible, and almost impossible to pin down. In fact, when we talk about openness, it’s about freedom. The ability to speak up, knowing that others are willing to listen. It’s about always being available, to help your team ensure that they’re right on track. And it’s about the opportunity to challenge conventional wisdom, safe in the knowledge that everyone wants what’s best for your brand.

Not every organisation is set up for a culture of openness. There are hierarchies and reporting lines to consider. But when it comes to working with your agency, you get to define how open you want the relationship to be. Just remember that, the clearer your communication, the better the end result.

3. Consistency

We all lead complicated, multi-layered lives. We’re used to working in environments with countless teams, and just as many stakeholders. Although this organizational complexity is nothing new for your agency, and probably isn’t too far from their own reality, it can make project management a tricky process. It’s not too hard to see that, the more stakeholders involved in a project, the greater the possibility of conflicting agendas. And a conflicted agenda can lead to a confused experience for your audience.

So what’s the solution? The sooner you can get all your stakeholders together in one place, the sooner you can arrive at some kind of consensus. Of course, opinions will always differ, and every project is likely to evolve en route to delivery, but if you can involve your stakeholders at the beginning of the process, you’ll be more likely to get everyone on board. Fewer last minute changes also means fewer costly budget amendments.

4. Realism

We’ve all had to work with last minute demands. Those opportunities that come out of nowhere and need an instant solution. Your agency is here to make those projects possible, and they’ll pull out all the stops to make every element a roaring success. However, their calm can-do attitude is designed to absorb the pressures you’re under. In all likelihood, they’re working round the clock behind the scenes to meet your deadline, but don’t assume that because they’re not panicking, that they have extra bandwidth to handle additional requests.

In the same way that your agency will always manage your expectations, in terms of what’s achievable within the timeframe, try to be realistic when scoping out your brief. By the time your agency has to say “no,” they’re probably already struggling to deliver.

5. Teamwork

There’ll be times where you’ll be looking to find a new service partner or agency. Pitching for business is an everyday reality for agencies, and most great agencies actually enjoy the process. For them, it’s a chance to show off a little, build some new relationships, and embrace an all-new brief.

But even the best agencies know that the ideas they deliver in the pitch don’t show the full breadth of their capabilities. If you want to get the best out of your agency, try not to evaluate them solely on the work they present. Those ideas they’re sharing are just a taster of what’s possible. Instead, you should be buying the team, rather than the ideas. Pick the team you’re going to enjoy working alongside. Delivering events is a high pressure business, and can involve some pretty long lead-times. So you need to make sure that the partners you pick, are the ones you’re happy to spend the next few months with.

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 what we do at Action Impact and I would like to share them with you.

The first one that got me thinking was: “If you accustom yourself to creativity in small things, creativity on a large scale will follow.”

For us at Action Impact, this is all about putting creativity at the heart of our business. We instil the idea of creativity into everyone we work with, so that it becomes second nature.

Creativity is about being inquisitive, observant, enquiring – not taking anything at face value. Asking more questions, being open to different ways of doing things, finding out about new technologies and knowing when to use them, and being collectors of ideas and influences just in case they might one day be useful.

And because it’s in our culture to be creative in everything we do, we’re geared up to the big challenges whenever they come along. We’re also full of great ideas that we offer our clients to add extra impact to their events and experiences.

The second quote that caught my attention was: “To be creative is to add something new to life as opposed to being a passive part of it.”

Passive is the last thing that any of us at Action Impact are! Action is in our name and in our personality. We do what we do because we want to make an impact. We’re certainly not going to let any opportunity for action pass us by.

We also want to add new experiences to our own lives, and to the experience of our clients and their audiences – by doing memorable work that really makes a difference. We have made our mark in the region through some outstanding and award-winning work, and our aim is to go on adding wherever and whenever we can.

The third, and perhaps the most poignant, quote was: “The greatest risk of all is not to take risks.”

Dubai has never been shy of taking risks, which is what makes it one of the most exciting places in the world to live and work. It’s why we love it here, and we believe that being based here with a creative team who are in the thick of it gives us an insight and an inspiration to achieve great things. Taking risks is how we win work and how we achieve great results for our clients, but we also recognise that one client’s big risk is another client’s everyday approach. This is why we have developed the concept of Appropriate Creativity.

Because we live here and work here, and have an intimate knowledge of the region and the culture, we genuinely understand our clients’ needs. We’re not afraid to ask awkward questions and to get under their skin, and the result is that we are able to judge just how far to go.

Appropriate Creativity is knowing just the right level of risk that will result in the original, memorable work that makes us proud to be Action Impact.

What's In A Name?

Salaam, this is the new beginning for us. Let me tell you more about what this means.

It's not just a logo change!

We're more than just a logo. We are made up of individuals (diverse, broad and wide) from all backgrounds and experiences.

These differences make up who we are. This shapes how we talk to people and who wants to talk to us. Our new brand celebrates these differences and the strengths that it brings.

Why the change?

We will continue to continue pushing boundaries, seeking innovation and delivering sold results for the growth of the region, our clients, our agency and our team.

We have been through intensive workshops, focus groups and numerous discussions both internally and externally. It was clear that there is a need for a new kind of brand experience agency.

What do we do differently?

Simply put, we connect people with brands through experience. We do this through our core disciplines events, exhibitions, interiors, and digital.

Well in fact through any experience that tells a brands story and invites an audience to get involved.

The ability to deliver that experience sets us a part from the rest. Ie we actually roll up our sleeves and get the job done!!

Why the change now?

We have an enviable amount of clients that keep coming back year on year. Our awards cabinet is pretty impressive too, so why the need to change?

Ultimately, we want to be the most admired brand experience agency in the MENA region. This is the reason for the change

This entire process of change has helped us create four rules that we will live by, these are our values.

  1. Daring curiosity. We ask questions to find out more, to understand and to appreciate. This can be tough going at times but it's essential to get the job done well.
  2. Pioneering spirit. The search for the best solution, leave no stone unturned mentality.
  3. Simple brilliance. Keep it really simple; the more you say the less people hear.
  4. Imagination Central. We are all about creativity and we are all in its together. We are all creative. The creative process can be challenging but it delivers beautiful things.

These four values can be summarized as being BOLD.

Be bold, be brave and be determined.

(By stepping outside of our comfort zone will deliver nervous energy that will create stunning results.)

Our culture

Many have said working with Action Impact is a refreshing break from the norm.

Because we keep it real, we take a no-nonsense approach. (However,  but don't mistake straight-talking for straight-laced.)

We laugh out loud. A lot. Often at ourselves. We're fun to be around and we really enjoy coming to work. We do this because we love it. In fact, we're having a blast.

Because we put our creative neck on the line every day, we know how to live a little.

We don't live in a shiny creative bubble. We're real people collaborating together and we get fired up about every single challenge.

It's what separates us from the next agency out there.

What Is The Purple Majilis?

The Purple Majilis is a place where we like to have conversation. It’s the agency’s majilis.  Our sitting room.

It’s a place where we act as humans;  real people having real conversations and giving real points of view and insights in our industry.

No marketing robots.

No talk of “bespoke” this or “big data” that.

No silly jargon.  No long acronyms.

Just plain simple, straight-talking, fun and interesting.

Tall order huh?

It’s a place where we’ll discuss amazing information and ideas about our industry, our business, our people and the Middle East.

We’ll publish compelling thoughts and share unique points of view and our content will come in a variety of forms:

Words, voice, video.  Who knows?

The curators of this content are an ever-evolving group of enthusiastic agency people based here in Dubai.  Not hired hands or regurgitated research stuff found on the internet.

Honest and original and perhaps sometimes a little raw.

That’s the fun of it.

We’re all different, all unique and all from different, colourful walks of life and experience so as time moves on, we’ll be producing some downright compelling content.

So, to help keep focused in these early days, we scribed a simple mission statement to kick off:

“A place where marketeers, creative thinkers and buyers of specialist creative and production services can find useful information, advice and insight for creating, understanding and demystifying the execution of powerful brand experiences in the Middle East.”

It’s going to change and evolve.  No doubt but that’s where we’re starting.

So, join us - sign-up for the Purple Majilis and we’ll keep you in the loop. See you soon.