Action Impact introduces the industry’s first department dedicated to gaining more intelligence, understanding and insight
Action Impact has announced the introduction of a new department called ‘Insight’ which will enable the company to gain more in-depth intelligence, understanding and insight into clients’ true objectives, as well as the audience’s attitudes and expectations.
Action Impact is the first below-the-line live communications agency in the region to develop a creative Insight department. The Insight team will provide the intellectual data, research and guidance on selected projects, accounts and clients, across the company’s spectrum of core competencies which include the design and production of exhibitions, live events, brand experiences and digital media.
The new multi-cultural department will be headed by Matt Mclean as Insight Director, and his aim for the Insight team 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.
To manage this process effectively, the new department will also offer independent market research to obtain a more scientific view of the local market. This will enable Action Impact to provide valuable information and statistical data to their clients, such as the cultural and geographical make up of the UAE audience. The knowledge will therefore assist clients in meeting consumers needs and desires by providing the audience with an experience that is ‘fit for purpose’, be it through an exhibition, live event, brand experience or any form of digital media.
Insight will also provide clients with measurable results for below-the-line creative work.
“During and after the activation of the communication, it is essential to monitor and evaluate the audience responses and acceptance of the message. The aim is to learn and evolve the communication to ensure better all round results that are market driven,” said Mclean.
“Not only do clear measurement processes give clients a better understanding of what has been achieved, it also helps to validate the costs of the communication against the size of the audience. They can therefore directly measure the results. Other tools will include client competitor analysis which will ensure they are always one step ahead of their competitor in the live communication field.”
Mclean also believes that the department will essentially prepare the way for a more compelling briefing system to the company’s creative and production teams.
“Insight will be evaluating every brief that comes into the company by adding that extra level of intellectual thought to the brief. The objective is to determine who we are communicating to, how are we communicating, and what is the best way to communicate to the audience. Ultimately it is a more intellectual approach to fulfilling a creative solution,” added Mclean.
“Insight wants to deliver something that really works. The department will in effect ‘steer’ the creative ship, reminding all involved of the true objectives of a specific project, against which the creative must always be measured. In essence the team will take the subjectivity away from creative solutions, and provide hard evidence alongside the thought process and the creative element.”
Mclean also stipulated that Action Impact do not want to be too sophisticated and scientific in their thought and work processes.
“We just want to make sure the basic fundamentals are delivered to the best of our ability. Messages need to be clear, and the core element of the message needs to be delivered correctly to the right audience. It is also important to note that we will never ‘live and breathe’ purely by statistical and scientific evidence. We will always need to include the creative and emotive element in our solutions, but use the statistics to support our offerings.”
“We are all very excited about bringing Insight alive in the region, and are looking forward to the positive effects it will have in the local market. It definitely gives us the opportunity to make a difference in the region,” concluded Mclean.
