features: personality profiles: Adrian Bell
Adrian Bell
How did you get involved in the events industry? What was your inspiration?My entire family is involved in some way, shape or form in the entertainment industry. My father was Artistic Director at the Bristol Old Vic (UK) before joining the BBC as a television director in his early 30’s. With his encouragement, I started tinkering away backstage at a very early age and won a scholarship to RADA (Royal Academy of Dramatic Art in London) at the age of 18. I graduated with a degree in Theatre Design and went on to specialise in lighting design, working for the Royal Opera House and Sadlers Wells Royal Ballet.
What does Action Impact do? How is it different to other live event agencies?
These days, we define ourselves as a design-led brand experience agency. Principally, we offer tangible customer experiences – not just disparate products and services – via a fully integrated portfolio of disciplines. This focus is an important differentiator for us as we strive to create connections with the target audience through visible and tangible engagement. This could be an experiential event in a single mall, a content and technology-rich exhibition stand or a completely integrated international launch event across multiple media platforms. That said, we also do a brisk business in bespoke communications, be it a promotional film for a corporate client or a single iOS app for an end user.
Describe your typical day?
It’s a Dubai cliché, but busy – and every day is different. I’m an early riser, to my wife’s eternal horror, and like to eat breakfast whilst catching up on world and business news (and Autosport). I look after a number of new initiatives in the business, including our international activities. This means a LOT of emails (which I am actively trying to curb), conference calls (often at silly hours) and extensive travel. We invested heavily in transforming a large space in the TECOM International Media and Production Zone into a fabulous working environment that brings our own company values to life.
Where do you see yourself and your company in the future?
I think it’s difficult to see beyond the next 12 months for anyone globally right now but for us, regional growth is key. We are active in many GCC countries already, so establishing key relationships and partnerships is very much at the forefront of our growth strategy. Re-invention is also a critical factor for us, as it’s important to recognise that our industry evolves very quickly.
What are your favourite types of clients?
The ones that pay (joke!). Seriously, we’re in a great business and working with like-minded, creative-thinking, slightly “daring” clients is fantastic. We really like to push the boundaries, so a client/agency partnership with these elements can often deliver devastatingly brilliant results.
Do you have a favourite event venue in the UAE?
I think the Dubai Word Trade Centre is still up there amongst the best. It’s grown tremendously over the years and has proven to be a wellequipped, well-managed facility. We work there extensively and their professionalism, attitude and service continues to improve, placing them comfortably as a “world-class” venue.
What motivates you?
Identifying the next big trend or opportunity ahead of our peers. There’s loads of stuff out there but sifting through the latest technology is very compelling for me. Working with great people. We employ a very colourful, talented and energetic group of people and being amongst that team every day is very inspiring.
What frustrates you?
Lack of recognition and respect for intellectual property. I’m staggered at how often this is overlooked, ignored or abused and, all too often, we only have ourselves to blame. The local industry needs to stand together and protect its unique ideas by adopting and establishing a best-practice that aligns with the rest of the world.
Your new year’s resolution…
Helping establish the Middle East chapter of ISES (International Special Events Society) is definitely up there, alongside improving my lap times at Yas Marina Circuit and finally getting to see the inside of my gym.
