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October 8, 2008

Emphasis on ROI

Action Impact, the live communications agency that designs and produces exhibitions, live events, brand experiences and digital media as integrated lines of business, is set to offer its clients the opportunity to measure the return on investment (ROI) of their event, through its unique measurement and evaluation tools.

“It is not enough to just have a good idea, the good idea needs to be integrated properly into the overall communications plans in order to produce results,” said Jeremy Garbett, managing director of Action Impact.

One of the significant changes to the Action Impact product is the development of a creative ‘Insight’ department to gain intelligence, understanding and insight into the client’s true objectives as well as into the audience’s end expectations. The aim is to make every communications campaign an experience that captivates and intrigues an audience, involving them in ways that will ensure they understand, remember and are positively influenced by the communications deployed.

“We look to be allowed to unearth a brilliant, relevant story around the clients’ brand and then to tell that story in a way that truly surprises and inspires,” said Garbett.

“Complex brand strategies have their place perhaps, but for us the process is very much more simple and direct. We have the in-house knowledge to ask the pertinent questions to gain the right understanding and insight to deliver the right creativity. It’s a formula that works and our clients want more and more of it across all of our delivery channels.”

Action Impact is also committed to highlighting to clients, particularly in the Gulf and Middle East, the importance of evaluating campaigns and judging return on investment. The company is looking to develop a set of measurement tools allowing clients to gauge how effective a particular event or exhibition has been in attaining their goals and objectives.

“Frankly, all agencies should be measured on their performance and how they move the brand needle,” said Garbett.

“Not only do clear measurement processes give clients a better understanding of what has been achieved, they also help to validate many of the costs to executive management. The company can therefore directly measure the results. It’s definitely the way of the future, and the quicker agencies understand the necessity of evaluation, the higher we can raise standards here in the GCC.”

Outlining the future plans of Action Impact, Garbett added: “We would like Action Impact to be regarded as the leading provider of integrated and measurable live communication services across the Middle East, Europe and Asia.

“We plan to open more offices throughout the Middle East to maximize our common resources whilst maintaining an understanding of the specific nuances of each region. There is also a great demand from the emerging markets such as India and Pakistan, and basically we will go where our clients want us to go. We are passionate and proud about our work and the end results it produces for our clients.”

Action Impact will be locating to new office premises in the International Media Production Zone.

“The move to bigger premises is all a part of our expansion plan in the region. We are currently restructuring the agency to be better equipped with more skills and manpower, as well as unlocking the potential of the existing teams. In order to fit in with the cultural mix of the UAE and the region, we are recruiting from around the globe, and we are also currently in the process of recruiting local Emiratis within the company,” concluded Garbett.

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